| Title | HUMAN CLAW MACHINE |
| Brand | PEPSICO FOODS TAIWAN CO. |
| Product / Service | LAY'S |
| Category | D03. Special Build |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency | J. WALTER THOMPSON TAIWAN Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| TC Chen | JWT Taiwan | Creative Director |
| I-Fei Chang | JWT Taiwan | Chief Creative Officer |
| Rich Shiue | Ecd | |
| Krista Hsieh | Art Director | |
| Arc Chou | JWT Taiwan | ASSOCIATE ART DIRECTOR |
| Miki Chang | Copywriter | |
| Jimmy Chu | Business Director | |
| Kevin Yeh | Business Director | |
| Edward Lin | Account Executive | |
| Jessica Hsieh | Account Director |
How did Lay's prove they are the most desirable chips in Taiwan? The method is to challenge Taiwanese's nature of shyness. To let people desire Lay's so much that they don't mind to lose face. Lay's presented 'The Human Claw Machine!' Many people are mad about claw machines in Taiwan. Therefore, Lay's invited a champion to start discussion on social network that caused people to share crazy idea to claw more Lay's from the machine.