Winners announced at The Drum Awards for Digital Experience 2024 [Video]

Taking home the top prize, the Grand Prix, is Sips and Bites for its ‘Doritos Silent’ campaign, which saw it create the world’s first AI-augmented snack.

Despite being popular with gamers worldwide, Doritos had a problem in that its much-loved crunch disrupts and annoys other gamers subjected to the noise in their earphones. The brand turned this intrinsic snacking gripe into a marketing opportunity, creating the world’s first AI-augmented snack that removes every Doritos crunch from every game.

Trained on over 5,000 Doritos crunch noises, the AI tech separates the audio of someone’s voice from the distinctive crunch of a Dorito, then cancels all that munching in real-time.

The recipients of the President’s Award, meanwhile, as chosen by jury head Billy Seabrook, a senior partner and global chief design officer at IBM iX, is FCB New York for Spotify.

Spotify …