2012 Winners & Shortlists

Results and Effectiveness

The eDM will be sent out just before the beginning of the month of March.

Creative Execution

We illustrated 50 different flavor-characters and made them stand in a queue before Liza Lay’s. It was laid out sideways on an email. What happens when users open the email is that they’ll have to continuously scroll to get to the end of the email and see the message. That way, they get the impression that they can send any flavor they can think of, and the crazier the better.

Insights, Strategy and the Idea

The campaign is anchored to the mechanics. Because we are asking people to tell us what the next Lay’s flavor should be, we needed to encourage them to be as creative as they can get. One of the ways we came up with to tackle this issue was to get their imaginations going by suggesting some simple ourselves, but in a funny, blown-out-of-proportion way.