Role: Creative direction Agency: Impact Proximity Client: Pepsico Lay's
Lay’s Max is a heavier, denser version of the Lay’s chips but consumers don’t really know the difference between a regular potato chip and Lay’s Max. Our goal was to inform consumers that Max is for a more intense hunger.
We created a massive website that helped our consumers keep their hunger at bay. It also 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.