“Who turned milk into cheese?” “What if I ate dessert before dinner?” “Would RUFFLES® with chocolate taste good?” At some point, everyone has a random thought—and RUFFLES decided to listen.
When everyday thoughts become a creative platform
Born on social media, ‘Random Thoughts’ tracks real audience interactions in real time—turning spontaneous comments into the foundation of the campaign.
From influencer comment to OOH reality
The spark came from influencer Larissa Gloor, who noted that chili pepper seeds resemble potato chips. RUFFLES took that thought literally to launch its Mexican Chili flavor nationwide.
Craft over artificial intelligence
Instead of relying on AI visuals, the brand hired a craftsman to build the idea by hand. Clay peppers were sculpted, and potato chips were 3D-printed to replace the seeds—creating surreal images that were entirely real.
Social-first, street-amplified
Shot by photographer Nano Cunha with artisan Hugo Miguel, the visuals moved from social feeds to OOH placements across São Paulo and Rio de Janeiro. The influencer herself revealed the results through curious clocks and billboards in the cities.
When OOH extends digital culture
The activation also appeared in Capricho magazine’s first printed edition since its return, proving that digital-born ideas can thrive across formats when they feel culturally true.
Living beyond the expected script
Rooted in RUFFLES’ “Viva essa Onda” positioning, the campaign encourages people to embrace spontaneity and live outside predictable routines—one random thought at a time.
A brand that listens
“Random Thoughts” shows that creativity doesn’t always start with a brief. Sometimes it starts with a comment—and a brand willing to take it seriously.
FAQs about this campaign
What is RUFFLES’ ‘Random Thoughts’ campaign?
It’s a social-first campaign that turns spontaneous audience thoughts into real-world OOH activations.
How did the campaign begin?
It was sparked by an influencer comment from Larissa Gloor that inspired the brand to bring random thoughts from social feeds to the streets.
What makes the visuals unique?
Although they look AI-generated, all visuals were physically crafted using clay peppers and 3D-printed chips.
Who created the campaign?
The campaign was created by Bakery by Ampfy in partnership with PepsiCo Brazil.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
