LAY'S CRISPY SUBTITLES

Bronze Spike

Demo Film

Presentation Image

TitleLAY'S CRISPY SUBTITLES
BrandLAY'S-PEPSICO
Product / ServiceLAY'S POTATO CHIPS
CategoryB02. Native & Built-in Feature Integration
EntrantHAPPINESS SAIGON, AN FCB ALLIANCE Ho Chi Minh City, VIETNAM
Idea Creation HAPPINESS SAIGON, AN FCB ALLIANCE Ho Chi Minh City, VIETNAM
Production HAPPINESS SAIGON, AN FCB ALLIANCE Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Alan Cerutti Happiness / An FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Gregory Titeca Happiness / An FCB alliance Executive Creative Director
Marc Richard Vander Heyden Happiness / An FCB alliance Creative Director
Mathias Lemielle Happiness / An FCB alliance Concept Provider
Thomas Cappelle Happiness / An FCB alliance Concept Provider
Nick Stillittano Happiness / An FCB alliance Concept Provider
Loan Anh Huynh Happiness / An FCB alliance Copywriter
Nghia Tran Happiness / An FCB alliance Copywriter
Dee Verwaetermeulen Happiness / An FCB alliance Copywriter
Dries Lauwers Happiness / An FCB alliance Head of Design
Aldjia Bessalah Happiness / An FCB alliance Designer
Truc Mai Hoang Anh Happiness / An FCB alliance Art & Motion
Thuy Pham Vuong Bao Happiness / An FCB alliance Art & Motion
Remke Faber Happiness / An FCB alliance Head of Motion
Trung Thai Thanh Happiness / An FCB alliance Motion Designer
Seth Michielsen Happiness / An FCB alliance Motion Designer
Nhat Qui Happiness / An FCB alliance Head of Performance
Tien Phan Cam Happiness / An FCB alliance Performance & Data Planner
Linh Nguyễn Happiness / An FCB alliance Strategic Planner
Son Nguyễn Happiness / An FCB alliance Account
Ngọc Le Happiness / An FCB alliance Account
An Nguyễn Happiness / An FCB alliance Account
Giang Ngo Happiness / An FCB alliance Account
Bart Vande Maele Happiness / An FCB alliance Head of Production
Loc Nguyen Happiness / An FCB alliance Platform Analyst
Hieu Phan Duc Happiness / An FCB alliance Community Outreach
Thomas Colliers BLISS Innovative Maker Studio Head of Technology
Joni Allaert BLISS Innovative Maker Studio Digital Project Manager

Describe the creative idea

It’s an ‘age-old problem’: you can’t hear a thing when you’re crunching chips while watching movies or any other content. And as much as it is a first-world problem, not being able to hear video while eating chips is something we’ve all experienced (and reaching for a laptop’s volume buttons with greasy fingers just creates even more problems). Luckily, Lay’s came to the rescue with Crispy Subtitles. A Chrome extension to Youtube that automatically activates subtitles every time it detects that you are munching chips. Yes indeed, ‘crisp-activated subtitle technology’ to allow you to make binge watching a better experience.

Describe the execution

This ‘crisp-activated subtitle technology’ was achieved by feeding machine learning with 178 hours of audio recordings of people eating chips, from all over the world. From this, the Google Chrome extension - plugin- was built. Once downloaded, the extension will activate LAYS-branded subtitles on Youtube the second it detects crisp sounds. So to be clear: crisp sounds = subtitles. No more crisp sounds, no more subtitles. The ‘crispy subtitles’ shows specific subtitles in Lays colour (yellow) and it will also briefly display the Crispy Subtitles logo in the top right corner. The crisp-activated subtitles will always be shown in your preferred language, since the extension automatically links to the language settings of your computer.

Links

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