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WHAT
Lay’s created three new flavours inspired by Money Heist: Korea for Saudi Arabia. So, of course, we pulled off a heist to launch them.
We started by stealing all Lay’s chips from the biggest supermarkets in KSA. Then, everything from the Lay’s factory, stores, billboards, to their social media channels was hijacked.
Through TV and social films, we revealed our masterplan: the gang taking control of the Lay’s factory to create bold, new flavors.
Our masked crusaders brought the new flavors to the people in all key cities.
Finally, a viral TikTok challenge brought people into the world of the show.
WHO
CCO: Ash Chagla
CD: Raja Rizkallah
ACD: Nicolas Garcia, Andre Marchesi, Wael Baytamouni
Art Director: Me
Copywriter: Isha Sharma
Director: Virgil Ferragut
DOP: Pablo Clemente
Production: Film Pudding
AND
1 Silver & 1 Bronze - Clio Entertainment
1 Platinum - Muse
1 Gold & 2 Silver - Effie MENA
5 Gold & 1 Best in Show - MMA KSA
2 Highly Commended - Athar Saudi Festival
2 Shortlists - New York Festivals
Shortlist - Dubai Lynx
Shortlist - ANDY
New Lay’s x Netflix campaign blurs the lines between entertainment and reality.
감사하다
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