Big ideas can come from the most innocuous of excel spreadsheets. Our brief was to create a campaign that celebrated what Lay’s really stands for – savouring a little joy every day. We struggled with how to express something so universal in a way that was distinctly Lay’s – and how to showcase it in a bold way while the world struggled with Covid and its related restrictions.

But then our client forwarded us the spreadsheet. It captured all the real customer stories of their genuine love of Lay’s – unprompted, un-incentivized, just spontaneously shared because they loved the product so much.

That was it. Canadians from all kinds of backgrounds, across the country were already finding their own moments of joy in Lay’s. It was an awesome realization. All that was left to do was capture these unique stories and share them – throwing a spotlight on the amazing people of our country and the chips they love.

And Lay’s Joy Stories was born, a campaign that rolled out on TV, web, social and in activations across Canada. And as of writing this – even more Lay’s Joy Stories are being shared from Canadians coast-to-coast. Because after all – there’s a Little Joy With Every Bag.

Art Direction: Sherry Tang