At the beginning of the video it says that the agency was asked to create online advertising for Doritos. Sounds like a typical briefing, but the agency instead came up with something completely contradictory: a tool that removes online advertising (and let’s you fill the space with something you like instead).
The idea behind this:

what if the internet was just like a bag of Doritos. Filled only with the stuff you like.

Great idea to achieve awareness on regular media sites without actually pushing ads in your face. Here is the case study video: