Title | CREATE MORE SMILES WITH EVERY BITE - LAY'S FACTORY |
Brand | LAY'S |
Product / Service | LAY'S |
Category | A07. Use of Licensed / Adapted Music |
Entrant | CIVILIZATION SHANGHAI, CHINA |
Idea Creation | CIVILIZATION SHANGHAI, CHINA |
Production | SHANGHAI PENQUAN ADVERTISING, CHINA |
Name | Company | Position |
---|---|---|
Chuan Lu | N/A | N/A |
Nathan Tan | PepsiCo Foods (China) co. Ltd | Senior Marketing Director |
Alex Xie | CIVILIZATION | Chief Executive Officer |
Kate Gong | PepsiCo Foods (China) co. Ltd | Marketing Director |
Jessie Jiang | PepsiCo Foods (China) co. Ltd | Marketing Manager |
YP Chen | CIVILIZATION | Creative Director |
Blue Yang | CIVILIZATION | Creative Director |
Guojun Yu | CIVILIZATION | Agency Producer |
Ivy Yang | CIVILIZATION | Agency Producer |
Marina Huang | CIVILIZATION | Senior Account Manager |
Can the production line of a Lay's factory be made to feel full of humanity and warmth? We believe so. Through visually emotional film language, accompanied by the stirring music of Bach, the processes of producing a potato chip, from selecting the best raw potato, to precision slicing, frying, packaging, and testing are lifted to the level of an art. As our brand name Lay's literally means "Happy Things", our documentary seeks to impart the feeling that the mission of creating the perfect potato chip is truly a thing of happiness.
In June 2020, eight workers at the Lay's factory Beijing contracted COVID-19. Although immediate action was taken to isolate them and suspend all production, this news created widespread uncertainty about the safety of Lay's products. Faced with a crisis of consumer confidence in the brand, Lay's decided to shoot a 3-part documentary to shine a spotlight on our production processes from farm to factory to shelf. In any crisis, very often, the first casualty is truth. By showing the true stories of the different employees at Lay's that strive to produce the perfect bag chips, we strove to reassure our consumers that Lay's products are to be trusted as they have always been.
A fugue is a composition technique that introduces a musical theme, and then repeats it with mild variations and with different instruments throughout the entire piece in different pitches, to create for the listener a very precise feeling of growth and finally resolution. The juxtaposition of Bach's fugue on beauty shots of factory processes elevates what is seen and heard into high art.