Lay's El legado

Role

Concept development. Creative strategy. Design.

Date

December, 2022.

Context

Final project for the Advertising and Creativity subject, which focused on developing a 360° creative campaign.

Challenge

Create an integrated campaign for Lay’s, featuring Leo Messi as brand ambassador, aimed to increase brand awareness while paying tribute to his legacy as he was expected to play his final World Cup with the Argentine national team.

Solution

I explored the deep-rooted passion Argentinians have for football, and for Messi in particular, to craft a meaningful concept centered on his legacy and the shared admiration among his fans. I developed a full rebranding of Lay’s potato chips, along with a 360° campaign that included an immersive customer experience, digital and out-of-home activations, and influencer collaborations. The campaign also featured an appearance by “El Kun” Agüero and Leo Messi himself, who helped amplify the message through Twitch.

Learn more here.