Lay's Chips - Thanksgiving
Lay's Potato Chips wanted to establish themselves as a Thanksgiving staple, and it took us to tell them (and consumers) that they kind of already were. Think about it—people show up, the turkey's not done yet, the fancy appetizers aren't unwrapped 'til everybody gets there, and if you snack on the olives you'll get your hand slapped. So that means, by default, the Lay's are the first thing you munch on at Thanksgiving; and probably have been since the first Thanksgiving.
In this social-first campaign, we wanted to build participation and interaction by bringing peoples' classic and relatable Thanksgiving stories to life; the ones we know, and the ones YOU, the consumer, told us. The best stories we'd make into short web films, and the rest we'd curate for people to enjoy/commiserate with on Soundcloud. We also had a super fun, analog call-in number for people to leave their 'Thanksgiving First' story, as well as get the latest Plymouth news. And we created Pil-Grams you could customize and use to invite your pals to Friendsgiving.
I was freelance when I worked on this, and my role in this was co-creating the core idea & activations, and helping bring it to life functionally and creatively—including writing scripts, social copy, Pil-Grams, pre-/production/post, etc.