LAY'S MACHINE by BBDO Buenos Aires for Lays

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LAY'S MACHINE

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Industry Confectionery & snacks, Chips
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Argentina
Agency BBDO Buenos Aires
Released June 2012

Awards

Cannes Lions 2012
Outdoor Lions Special Build Bronze

Credits & Description

Type of entry: Ambient
Category: Special Build
Advertiser: PEPSICO ALIMENTOS
Product/Service: LAY'S
Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA
Advertiser PEPSICO ALIMENTOS
Product LAY'S
Entrant BBDO ARGENTINA Buenos Aires, ARGENTINA
Type of Entry: Ambient
Category: Special Build
Title: LAY'S MACHINE
Advertiser/Client: PEPSICO ALIMENTOS
Product/Service: LAY'S
Entrant Company: BBDO ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA
2nd DM/Advertising Agency: +CASTRO Buenos Aires, ARGENTINA

Ramiro Rodriguez Cohen/Rodrigo Grau (Executive Creative Director)
Nicolás Pimentel (Director Of Innovation) (Creative Director)
Patricio Del Sante/Andrés Aguilar/Manrique Alvarado Soto (Copywriter)
Carlos Muller (Art Director)
Pablo García/Alfredo Della Savia (Advertiser's Supervisor)
Pedro Saleh/Nicolas Ferrero/Sofía Mason (Producer)
Agustin Gosende (Director Of Technology)/Nazim Moises (Director Of Animation) (Other Credits)

Description of Ambient execution
Lay's is by far, the most popular chip in Argentina. But many people still think they are not
made of real potatoes. We had to change that by letting people experience the hole process of
making a potato chip so they can realize what the best chips are made of: just potatoes,a
punch of salt and oil. We wanted to show people that we had nothing to hide. What did we do to change this perception? A sampling. A sampling that uses a product
demo. We developed the Lay's machine and surprised people at the supermarket.
We placed stickers on the potatoes saying 'Make me happy. Take me to the Lay's machine'.
People took the potatoes to a special vending machine that only worked with potatoes instead
of coins.It took more than 6 months to develop the the Lay's machine. It included a movement sensor so when a potato was dropped in, it activated a one-minute video that highlighted a list of
the six steps of washing through packaging. There's even a heater at the bottom so the pack
was dispensed to the shopper warm, like a freshly cooked potato.
It was a technological challenge that gave Pepsico the opportunity of bringing an internal truth
(cooking process) to the consumers, so they can experiment the concept that the company
has been working on:100% natural and real potatoes.