Loving Lay's Contest Ended
#LaysAd

Tell us an engaging and surprising story that shows that when you see Lay’s, you want Lay’s!

Start March 26, 2015 End April 08, 2015 23:59 UTC Deliberation Results May 2015
Start
March 26, 2015
End
April 08, 2015 23:59 UTC
Results
May 2015
Brief

Context

Some things in life are just too irresistible. Potato chips are one of them. They’re perfect for making the day brighter and more enjoyable. Lay’s potato chips are loved by all. People can’t help loving them. If you’re really into snacks, you will easily be able to find your favorite flavor, because there are just so many – Lay’s caters to all tastes.

From the unbeatable Classic to the brand new Wasabi Ginger, Lay’s potato chips have that great taste that really makes you want them!

Eyes that catch sight of a packet of Lay’s suddenly light up… Ears that perceive the crumpling of a packet of chips will get excited. Taste buds that experience this wonderful flavor will crave more! Lay’s potato chips are a simple pleasure that lifts your mood and senses!

It’s unmistakable - when you see them, you want them! We want to see how you can bring this idea to life by showing us, in an original way, how irresistible Lay’s chips are!

Creative Challenge

Interpret Lay’s motto: “when you see them you want them” in a short, impactful and unexpected story that is worth sharing. 

We want to see fun and unexpected stories that bring to life how Lay’s potato chips are irresistible and that when you (or the hero of your idea) see them, you want them!

You are free to present your story in any still format you like. Storyboards, collages, posters, mood boards are accepted and you have to use images and text.

The idea should connect with people that fit the profile of Lay’s lovers- they are optimistic and look for pleasure. They’re youthful in spirit, outgoing, excited about life and have a positive approach to everything they do. Lay’s potato chips are their favorite snack. In front of the TV, with friends, alone, outdoors, in transport or at a party, Lay’s is their ally to look at the bright side of life.

Being irresistible does not mean losing control and getting too crazy. Stay realistic and focus on the food. The hero of your story is Lay’s!

Think about the “sharing” potential of your story! Is it appealing to many people? Can it be understood by a large audience? How will it resonate emotionally? Will it move people or make them smile or laugh?

Your story might be used as the inspiration for an online video of 15 second.

You should go straight to your point and focus on one single message.

Please submit your idea in a presentation with text description and at least one visual. Examples of the visuals include storyboards, collages, posters, and mood boards.

The final video  will be aired globally. Your story hence needs to be universal and not be too culturally specific.

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Don’t forget to give us details about your story, which characters are involved, what is happening, where, and how it would look like visually.

As we don’t want to constrict you too much we are not going to give you any good examples, but just a bad example below. You can also look at the recent Lay’s ads in the guidelines to get the spirit of the brand.

Bad example: A man sees someone eating Lay’s and aims a weapon at him to get the Lay’s. Way too extreme and violent. 

Prizes

Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €500

Format

Presentation with texts and at least 1 visual illustration (maximum 4 PDF page)

Winning Criteria

Our client will reward the most original stories, ones which would have a strong impact if they were developed into a 15 second video. Also, being true to Lay’s personality will surely help your chances of being shortlisted and potentially winning.

Guidelines

Guidelines for this contest

  • Keep in mind Lay’s personality. It is optimistic, cheerful, light-hearted and spontaneous.
  • Look at their most recent commercial and another witty one, to get the spirit of the brand.
  • Do not show situations where potato chips normally don’t belong or situations where people are behaving dangerously (driving tractors, riding a bike etc.)
  • Avoid any kind of violence.
  • Don’t show kids and pregnant women.
  • Use the tagline: “When you see them you want them”
  • Brand colors are yellow and red.
  • Entries should be in English.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.