Concept
🌍 In a world where misinformation spreads faster than the speed of light, the truth is more important than ever. From manipulated narratives to unchecked social media posts, the lines between fact and fiction are blurring, often by design. With major platforms stepping away from fact-checking and political debates favouring sensationalism over substance, the responsibility to seek the truth falls on us.
🚀 That’s where NASA and Pringles come in. At first glance, a space agency and a snack brand might seem like an unlikely duo. But look closer, and you’ll see what truly connects them: innovation, curiosity, and a commitment to exploring both the universe out there and the world within. Whether it’s uncovering the mysteries of the universe or ensuring the perfect crunch inside every can, both NASA and Pringles rely on precision, science, the people and the communities on this planet.
🔴 This collaboration isn’t about selling a product, it’s about fueling a movement. Together, NASA and Pringles are launching a campaign that calls on the world to question everything, seek out credible sources, and never stop chasing knowledge.
⚡️With open-source fact archives, interactive experiences, and bold public statements, this initiative makes one thing clear: Reality isn’t up for debate.
Whether we’re talking about planetary exploration or the contents of your favourite snack, some truths are undeniable and they’re worth protecting.
Aim, Tone & Style
Key Messaging Pillars
🔺 Truth is Universal – Whether in space, on Earth, or inside a Pringles can, some facts are unshakable. This campaign highlights how science, technology, and everyday life all depend on proven truths.
🔺 Misinformation is a Real Threat – We address the dangers of misinformation without being alarmist, encouraging people to seek credible sources and challenge what they read.
🔺 Curiosity is Our Best Tool – The campaign celebrates curiosity as the antidote to misinformation, inspiring people to question, explore, and think critically.
🔺 NASA & Pringles – Innovation, precision, and a relentless pursuit of better understanding connect these two unlikely partners.
AIMS
🔹 Raise awareness about misinformation—how it spreads, why it happens, and why it matters.
🔹 Introduce people to NASA’s vast resources—a treasure trove of real, science-backed information ready to be explored.
🔹 Create an open-source platform for knowledge, where anyone can submit facts, but only verified information gets published.
🔹 Encourage a cultural shift where questioning sources and fact-checking become second nature.
STYLE
Tone & Personality
✅ Witty & Intelligent – We balance humour with substance, using sharp, clever phrasing to engage audiences without undermining the message.
✅ Bold & Provocative (but not Aggressive) – We aren’t afraid to challenge misinformation, but we do so in a way that sparks curiosity rather than defensiveness.
✅ Optimistic & Community-Driven – The campaign reinforces that truth-seeking is a collective effort, and knowledge is a tool for unity, not division.
✅ Slightly Irreverent, but Never Reckless – We acknowledge the absurdity of misinformation but never resort to direct mockery or disrespect.
✅ Conversational, Not Academic – While the campaign is rooted in science and facts, the messaging should remain accessible, engaging, and free of overly technical jargon.
Copywriting Guidelines
I🧡 “Now that we have your attention…” – We use attention-grabbing openers that play with curiosity, surprise, or irony.
🧡 “Read it somewhere? Check your sources.” – We call out lazy fact-sharing culture and misinformation in a playful but pointed way.
🧡 “Some facts are undeniable. Like gravity. Or the crunch of a Pringle.” – We tie scientific truths to everyday experiences in clever, memorable ways.
🧡 “Space is vast, but what’s inside matters too.” – We bridge the themes of space exploration and fact-checking by highlighting both the outer universe and the importance of looking inward.
CHANNELS
Social Media - Launch: “UNcHIPPED: Source Matters”
Through social media channels, graphic content supports and creates anticipation around a new series of interactive videos where people will be able to engage and get answers from celebrities and experts, everything around uncommon questions, facts that need to be checked and questionable sources.
Possible scenarios
1. A celebrity or influencer confidently delivers a “fact”… but do they know what they’re talking about?
Before revealing the answer, the clip cuts to an actual expert (scientists, engineers, professors, etc.) who sets the record straight. The expert explains why the source of your information matters just as much as the information itself.
Some Examples:
✅ Influencer confidently states: “The moon landing was faked. There’s no wind on the moon, so why is the flag waving?”
→ Cut to NASA expert: “Great question! The flag isn’t waving—it just looks like that because of how it was designed.”
✅ Celebrity jokes: “AI is going to replace creatives, right?”
→ Cut to an expert: “Not so fast. Here’s why human problem-solving and creativity are still irreplaceable.”
✅ Internet-famous chef says: “NASA developed freeze-dried ice cream for astronauts!”
→ Cut to real NASA expert: “That’s a myth! Astronauts actually hate it. Here’s what they really eat.”
2. Experts answer uncommon questions provided by the audience.
Key Message
Just because someone is famous doesn’t mean they should be your go-to source for truth. Who tells you the fact matters just as much as the fact itself.
Audience Interaction:
🔹 Viewers submit their own myths & misconceptions for experts or celebrities to fact-check.
🔹 Polls & quizzes where users vote before the expert steps in.
🔹 CTA: “Still curious? Submit your own questions & explore more facts at nasaxpringles.com
Where?
📍 TikTok, Instagram Reels, YouTube Shorts
📍 Interactive Stories (polls: “Who do you believe?”)
📍 Live Q&A sessions with experts and influencers
📍 Website integration: Every video includes a CTA to visit the NASA x Pringles website (Channel 3), where people can submit their own questions, access deeper explanations, and explore an interactive database of fact-checked knowledge.
Real World Activation - The Stacking Truth Billboards
What Happens?
In the middle of central areas, a display of digital and static billboards challenges passersby to separate truth from fiction. Using a visually dynamic “stacking” effect, each fact added builds the tower higher, until a false claim sends it collapsing in real time.
Example:
✅ “Gravity exists.” (Stack stays strong.)
✅ “NASA landed on the moon.” (Still solid.)
✅ “Pringles taste better when shared.” (Fact.)
❌ “5G towers control our brains.” (The stack crashes!)
But this isn’t just a display, it’s a call to action.
🔹 Scan the QR code to submit your own “stackable truths” and see if they hold up.
🔹 The best facts get fact-checked, featured, and shared globally.
🔹 Challenge your friends to test their knowledge in real-time.
Where?
📍 Crowded, high-visibility locations (transport hubs, landmarks, entertainment districts).
📍 Interactive digital OOH ads that let people vote on truths live via QR code.
📍 Social media tie-ins, where the best submissions get featured on official NASA & Pringles platforms.
An Open-Source Truth Archive - “UFO PLATFORM” . The Unknown Facts Observatory
The UFO (Unknown Fact Observatory) is a community-powered, open-source library that stores only verified, fact-checked knowledge—free from manipulation, bias, or distortion.
🔹 Submit & Verify: Users contribute facts, but they don’t get published unless they pass rigorous verification.
🔹 Trusted Sources: Verification happens through reliable sources or by requesting an internal fact-check from the platform’s dedicated research team.
🔹 Stack the Truth: Every approved entry becomes part of a growing, untouchable knowledge base, a counterforce against misinformation.
🔹 Powered by NASA & Scientific Consensus: The platform highlights verified truths in science, space, and beyond, ensuring accuracy in a world of uncertainty.
Why It Matters?
In an era where information is distorted, taken out of context, or outright fabricated, the UFO archive is a beacon of truth, empowering people to seek answers from verifiable sources, not speculation.
Where?
📍 Hosted as a real-time “truth library” on the official campaign website.
📍 Integrated with social media, allowing users to share verified facts while debunking misinformation.
📍 Community-driven but safeguarded by expert teams, ensuring that truth remains untampered.
