THE ASK:
Cheetos was looking to elevate its status in the art world. They came to us looking to activate at NYLON House Miami during Art Basel.
THE INSIGHT:
That orange dust that covers your fingers when you dip into a bag of Cheetos? That’s called Cheetle. And we based our campaign on the idea that it’s everywhere — and that might not be such a bad thing.
THE SOLUTION:
To seamlessly integrate Cheetos into the art and fashion conversation, BDG collaborated with multidisciplinary artist NoPattern to create a bespoke artwork titled “It’s Everywhere.” The artwork mischievously played with themes of art, food, and design, drawing bold inspiration from Cheetos’ signature orange dust, “Cheetle.”
Debuted at NYLON House Art Basel, the installation served as the centerpiece of a fully integrated campaign designed to amplify the moment across multiple platforms.
EXECUTION AND TACTICS:
Artistic Collaboration & Immersive Experience
Partnered with NoPattern to create an original, high-impact piece of artwork inspired by Cheetos.
Positioned the piece at NYLON House during Miami Art Week to maximize exposure to an audience of tastemakers and influencers.
Digital Amplification
Produced custom video content showcasing the artwork’s creation, unveiling, and cultural impact.
Captured the installation through high-quality event photography to drive PR coverage and social sharing.
Social Media & Influencer Activation
Engaged influencers to create authentic TikToks inspired by the art, integrating Cheetos into conversations on fashion and art.
Designed a bespoke AR filter that allowed fans to interact with “Cheetle” creatively, extending the experience beyond the physical event.
Brand Integration
Infused Cheetos’ playful and mischievous brand personality throughout the experience—both in the artwork and the campaign’s tone—while reinforcing its visual identity through the iconic orange “Cheetle.”
THE RESULTS:
1.5B NYLON House Press Impressions
1300 Guests attended the activation
2K Bags of Cheetos were distributed
14K AR Filter Impressions
