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Top 6: March 10th 2021

Lay's Potato Chips: Lay's Crispy Subtitles

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Top 6: March 10th 2021
In their newest campaign, Lays Potato Chips have released a plug in for Google Chrome that detects the sounds of crunching chips and automatically turns subtitles on for the YouTube video you are watching. Happiness Saigon, an FCB alliance, knew that people love to snack while they’re watching their favourite Youtubers, but when you’re crunching and munching it can be hard to hear the audio. And Lays is the crispiest chip of all. To solve this problem, and make the video watching experience better for everyone, Crispy Subtitles was the answer. The team trained an AI on 178 hours of crispy chip crunch sounds gathered from around the world, to create a one-of-a-kind plugin which is able to detect and activate subtitles from the second it hears a crunch, so viewers can snack without missing a single thing. This revolution in snacking is available for free on the Google Chrome store globally.
Credits Other credits

Client: PepsiCo / Lay’s

Marketing Head: Vu Thi Ngoc Que

Marketing Manager: Yen Le


Executive Creative Management: Alan Cerutti

Concept Providers: Mathias Lemielle, Thomas Cappelle

Design: Dries Lauwers, Aldjia Bessalah

Motion: Truc Mai Hoang Anh, Thuy Pham Vuong Bao

Motion & Editing: Trung Thai Thanh, Remke Faber, Seth Michielsen

Head of Performance: Nhat Qui

Performance & Data Planner: Tien Phan Cam

Strategic Planner: Linh Nguyễn

Account: Son Nguyễn, Ngọc Le, An Nguyễn, Giang Ngo

Platform Analyst: Loc Nguyen

Community Outreach: Hieu Phan Duc


Head of Technology: Thomas Colliers

Digital PM: Joni Allaert

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