Doritos Th3ory, a campaign based on the coincidences with the number 3

Here's the film copy:
“The number 3. In numerology, it influences expression and sensitivity. For the Egyptians: the pyramids. Those from secret societies and occultism. The main chords in rock are also 3. Just like 3 is the main formation of a band. Lollapalooza Brazil will be in month 3. On the 23rd, 24th, and 25th. Which, when added, equals 72. And 7 + 2 equals 9. And 9 divided by 3… equals 3! Coincidence or not, the festival will be 3 days long. Sponsored by Doritos, the three-pointed snack with three different flavors. Coincidence?? So stay tuned, because we have third intentions for Lollapalooza Brazil. This commercial ends in 3, 2, 1…”

To launch the Doritos Lollapalooza Brazil special edition, with 3 new flavors, we created Doritos Th3ory. Through a series of actions, we revealed that Doritos had secret plans for the festival.