Taco Bell has responded to reports that the town of Bethel in Alaska had been subjected to a cruel hoax by organising a special delivery of 10,000 Doritos Locos Tacos by helicopter. In June Local residents staged a prank leading people to believe that Taco Bell would be opening a restaurant. When the hoax was revealed Taco Bell got busy. Plans were complicated by the fact that Bethel is accessible only by air or by river. On July 1 a Bell UH-1H Iroquois (Huey) military helicopter brought in a Taco Bell food truck, suspended from a 50-foot cable. The truck was deposited on a landing pad emblazoned with Taco Bell’s “Live Más” logo in the parking lot of the Bethel Cultural Center. The truck was equipped with a working kitchen and carried enough ingredients to make 10,000 Doritos Locos Tacos: 950 pounds of seasoned beef, 500 pounds of sour cream, 300 pounds of tomatoes, 300 pounds of lettuce, 150 pounds of cheddar cheese, and 10,000 Doritos Locos Tacos shells.
Click on the image below to play the Operation Alaska video in YouTube (HD)
Click on the image below to play the Hoax background video in YouTube (HD)
Click on the image below to play the Welcome to Bethel video in YouTube (HD)
Click on the image below to play the Discovering Bethel, Alaska video in YouTube (HD)
The Operation Alaska campaign was developed at DraftFCB Orange County by executive creative director Teddy Brown, group creative director Jeff Maerov, management director Yolanda Cassity, executive producer Thomas Anderson, creative directors Adam Nowak and Adam Tompkins, account director Anna Holland, account executive Chad Cadelina, assistant account executive Jessica Zou, working with Taco Bell chief marketing and innovation officer Brian Niccol, brand exeprience senior director Tracee Larocca, brand experience senior manager Aron North, associate manager Melanie Fitzgerald, sponsorship and licensing senior manager Will Bortz, PR director Rob Poetsch, social media lead Nick Tran.
Editor was Nate Cali at Optimus, Los Angeles, with executive producer Therese Hunsberger, producer Ashley Bartell, assistant editor Annie Carey.
Sound was mixed Lime Studios, Santa Monica, by mixer Sam Casas and producer Jessica Locke.