Taco Bell - I See a Taco

Agency: Deutsch LA
Head of Design: Adhemas Batista
Team: Jean Lou Renoux, Jeremy Gozzip, Ayla Kim, Erica Park, Taryn Oshiro - Wachi

Taco Bell wants people to see tacos everywhere because when tacos are top of mind, so is Taco Bell. The goal was to creative a distinctive international brand campaign that can last 2-3 years with a massive launch moment.

The Tease

We started generating intrigue in social and out of home around the Taco Moon by asking people, “Can they see it?” without telling them what the “it” was at first. This phase of the campaign utilized social media as a tool through which we started fanning the flames of curiosity.

Make it stand out.

After we hinted at the role the Moon would play in this campaign, it was time to formally launch it.  

The main objective behind these assets was to hype the Moon’s newest phase, the Taco Moon. We used our social media channels to drive the momentum, introducing the Taco Moon in all of its splendid, lunar glory.

Standard Out of Home

The standard out of home assets are an evergreen messaging of the campaign idea. They introduce an element of illusion to trick the mind into believing that everyday objects are transformed into delicious crunchy tacos right in front of our eyes. 

Social

Social media was integral to the beginning phase of the campaign. By engaging with our consumers on social, we’re giving them the opportunity to take the main idea of seeing a taco in their everyday lives and broadcasting it to their followers.

Spectacular Out of Home

Our spectacular out of home assets were a key component of this phase of the campaign. Not only did they reinforce the idea of seeing tacos in everyday life, but they also established our brand presence across all of our international markets. These out of home assets are grand in scale and produced as interventions in collaboration with local street artists in their respective home markets.

Concept Exploration

Early explorations of the concept that are still pretty cool