Creative agency FP7 McCann Riyadh has partnered with Doritos KSA to launch “Crunch the Norms, Long Live Triangles,” a Gen Z-led campaign centered on individuality, self-expression, and standing apart in environments that encourage conformity.
“Rooted in purpose beyond flavour, the campaign positions Doritos as a cultural ally for Saudi youth, celebrating those who challenge conventions and refuse to fit into the “circles” of conformity,” said the campaign. It presents the triangle as a symbol of individuality, courage, and authenticity.
“Crunch the Norms, Long Live Triangles” invites Gen Z to embrace their edges, literally and figuratively.
FP7 McCann Riyadh led the development of the campaign’s strategic and creative platform. According to the release, the agency defined a narrative space aimed at breaking down stereotypes and amplifying the passions and identity of Saudi youth. The agency translated this into a digital-first, integrated campaign designed to spark conversation and inspire expression.
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Execution spanned OOH, social media, digital films, and on-ground experiences, with a diverse collective of emerging Saudi voices: Ratana Mohammed – The Influencer, Yazan Adel – The Gamer and Razan Al Barq – The Artist – each representing a different dimension of creativity and non-conformity, embodying the message of the triangle in their own way.
“Doritos has always been a bold brand, but this campaign takes it a step further by speaking directly to the cultural moment we’re in,” said Maram Muhandes, Marketing Manager – Middle East, PepsiCo.
“Gen Z often faces unfair labels, lazy, disconnected, entitled, and we wanted to flip that narrative. This generation is creative, driven, and not afraid to own who they are. ‘Crunch the Norms’ is our way of celebrating that spirit, in a fun, expressive way that resonates across generations. After all, Doritos is for everyone, but it’s the bold who lead.”
“This campaign is the result of a shared belief between us and Doritos, that brands today must do more than just advertise,” said Amr El Kalaawy, Regional Managing Director, FP7 McCann Riyadh & Bahrain.
“They must represent, reflect, and stand with the communities they speak to. Saudi Gen Z are redefining creativity, identity, and hustle, and it’s been a privilege for us to help give that a platform through work that is rooted in insight, purpose, and cultural truth.”
“Gen Z isn’t waiting to be invited to the conversation, they’re driving it,” said Samer AlHussein, Business Director – FP7 McCann Riyadh.
“With this campaign, we wanted to show them that Doritos sees them, hears them, and stands with them. From strategy to execution, every part of this work reflects the real voices and energy of Saudi youth.”
Credits
Client: Doritos
Ibrahim Zein: Marketing Director
Maram Muhandes: Marketing Manager
AlJohara Aldakheel: Asst. Brand Manager
Creative Agency – FP7 McCann Riyadh
Amr El Kalaawy: Regional Managing Director
Samer Alhussein: Business Director
Alaa Ghazzi: Executive Creative Director
Nour Hamze: Associate Account Director
Zyad Farghal: Senior Art Director
Patrick Sawaya: Art Director
Roksar Kamal: Senior PR Manager
Yaqoub Hammad: Copywriter
Jessica Younes: Head of AV production
Elias Achkar: Senior Producer
Production – Craft
Lina Nasr: Head of Post Production
Chris Habbaki: Senior Editor
Sanya Sequeira: Post Producer
Vimal K Velayudhan: VFX Compositor
Vikram Ajay: Junior VFX Compositor
