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A Guilty Pleasure Our Mac n Cheese Is

Creative Ad Agency: TAXI, Montréal, Canada
Executive Creative Director: Dominique Trudeau
Creative Team: Nicolas Rivard, Martin Charron
Strategic Planning: Fanny Chabot, Andréa Fortin
Client Services: Rachel Desbiens-Després, Rachel McGibbon, Carla Marques
Director of Production: Jacques Latreille
TV Production: Émilie Trudeau
Print Production: Sophie Carrières
Info-graphics: Éric Lefebvre, Denis Riverin
Media Planning: MediaVest
Photography: Alain Desjean
Production House: 401
Director: Nicolas Monette
DOP: Nicolas Bolduc
401 Producer: Stéphanie Lord
Sound Studio: Sonart

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Frito-Lay, ‘Shark Tank’ Star and The Marketing Arm Team On Inventions Contest For Kids

Harnessing the power of kids’ boundless imaginations, Frito-Lay’s agency partner, The Marketing Arm, ideated and created Dreamvention – a platform that invites kids of all ages to dream up and draw up a new invention.

Teaming up Frito-Lay Variety Packs with businessman, investor, and “Shark Tank” personality Robert Herjavec, the Dreamvention campaign invites kids and adults 7 years and older to visit mydreamvention.com and draw up or upload a photo of their idea of an invention. Running through April 24th, five finalists will be announced in September. U.S. consumers will then vote to determine the winning invention, with that decision announced in December. The winner of the contest will win $250,000 and their invention will be brought to life by product development firm Mako Design + Invent.

Robert Herjavec kicked off the contest by helping kids come up with inventions during a Frito-Lay-hosted “Invent-athon” for Bay Area fifth graders held at Google’s headquarters in Mountain View, Calif.

Frito-Lay Variety Packs is also working with Young Minds Inspired (YMI), which provides curriculum tools for more than 2 million educators around the U.S., for an in-school program that aims to inspire kids to invent.

In April, selected educators will be given a Dreamvention-inspired curriculum to use in their classrooms. The 10 schools that submit the most invention ideas will be awarded $5,000 each to support more in-class science programs.

Agency: The Marketing Arm
Dan Belmont: President, CEO
Andrew Robinson: President
Trina Roffino: Chief Client Officer
Ben Day: SVP, Group Creative Director
Lori Thelen: VP, Account Director
Chris Bellinger: VP, Concept & Digital Director
Leo Santos: VP, Creative Director
Richard Howell: Sr. Creative Director
Lauren Sears: Account Director
Chris Lee: Digital Director
Erin Taylor: Digital Producer
Samantha Roppolo: Art Director
Jeff Morse: Copywriter
Lauren Sheehan: Account Supervisor
Nikki Cloer: Account Executive
Mary Adams Bode: Conceptor
Kelsey Greer: Concept Director
Kathleen Coldtiz:, SVP, Account Planning
Greg Neal: SVP production
Devin Pense: Director
Jame Singleton: Producer
Carol Leftwich: Producer

Production Companies: Radley, 14Four
Media Agency: OMD


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