Doritos - Long Live Triangles

Doritos KSA turned its iconic shape into a cultural stance: in a world of “fit in,” we said stop, no soft edges, no conformity. Just triangles.

Tapping into Saudi Gen Z the generation underestimated yet actively breaking norms, we launched Crunch the Norms. Long Live Triangles, a movement that celebrated people who refuse to be shaped by the mainstream.

It started with three bold influencers embodying the attitude, then expanded into the streets through MDLBEAST Radio with Project Triangle: an 8-week creative showdown between three Triangle Crews (artist, producer, dancer). Each crew created an original hip-hop track and music video from scratch, building toward a live finale in Riyadh where Saudi’s sharpest emerging talents competed for the crown, powered by the boldest chip in the game.