2012 Winners & Shortlists

Brief Explanation

Lay's Max is a heavier, denser version of the typical Lay's chips. But there's a problem: consumers don't really know the difference between a regular potato chip and Lay's Max. How do we inform consumers that Max is for a more intense hunger? We set out to create a massive website that aimed at helping our consumers keep their hunger at bay. We ended up with a website that reached millions of people across the region helping us donate USD100,000 to the World Food Program to fight hunger in the Horn of Africa.