Lays’ Smiles
Frito-Lays asked us to amplify their Smiles Campaign in partnership with Operation Smiles, which provides surgeries to children suffering from cleft lip or cleft palate. Lays donate to Operation Smile through proceeds from sales of its campaign packaging.
And then we discovered that 95% of surveyed Lays consumers would smile more if they knew it could brighten someone's day!
So, we created an experience that would allow everyone to share their smiles with a Lays package (real or virtual). And because their smiles should also be celebrated we rewarded them with moments of joy and humour on YouTube to energize their day.