Science & Sunshine blurs the lines between entertainment and reality in new Lay’s x Netflix campaign

Posted on 2023 May,09 | By ArabAd's staff

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Science & Sunshine blurs the lines between entertainment and reality in new Lay’s x Netflix campaign

Dubai-based independent creative agency Science & Sunshine has developed the latest Lay’s x Netflix campaign designed to launch in Saudi Arabia 'Money Heist Korea: Joint Economic Area', a new limited edition flavours of the potato chips brand —The Professor (Kimchi Noodle), Tokyo (Wasabi & Ginger) and Denver (Spicy Ranch).

Science & Sunshine wanted to immerse Lay’s fans into that world of drama, heists, action and blur the lines between entertainment and reality.

Leaning into the world of the Money Heist franchise, Science & Sunshine creative team created a disruptive integrated campaign to announce Lay's new flavours by doing a heist of their own and amplifying it across every touchpoint.

The heist was kicked off with a stunt that involved “stealing” all the Lay’s chips off the shelves in a few supermarkets and leaving a not so subtle hint - graffiti of the iconic Money Heist Korea: Joint Economic Area - mask on the shelves. Then they hijacked Lay's Arabia’s Instagram account and left a few more clues, and did the same on their OOH across the KSA.

When the internet was buzzing with theories and the supermarket shelves were restocked with Lay’s new flavours, they dropped a film showing people the backstory of what happened when the Money Heist Korea: Joint Economic Area crew stormed the Lay’s factory in Riyadh; however, this time the crew wasn’t stealing anything, but rather, creating three epic new flavours. “Eye Witnesses” at the factory gave their statements to the press - they got it all on camera and amplified the main film with three follow up films on social media (Security- Quality Control- CFO).

The "Lay's Heist" campaign also extended to on ground sampling at malls across the country as well as amplifications on social and Tiktok through influencers.

Working off the Lay’s communication platform “Shows need Lay’s”, this campaign works as a natural fit between the storyline of the series and the launch of the new flavours to create a memorable and intriguing campaign for the Saudi audience.

Sohair Sharaf El Din, Senior Marketing Manager, Snacks, PC - AMESA, Pepsico said “At Lay’s, we have been building occasion based communication through making Lay’s synonymous with screen time over the years. This year, we took it to the next level by partnering with Netflix and creating flavors that brought joy to our consumers. Partnering with Science & Sunshine brought the idea to life in the most exciting way creating an intriguing journey where both Lay’s and Money Heist Korea: Joint Economic Area worlds met in a “Lay’s Heist”."

The campaign rolled out in Saudi Arabia in different phases starting at the end of February, 2023. The first phase was the instore hijack, followed by social media & out of home. Phase two was the release of the main reveal film and the follow up films on TV and all Lay’s social platforms, and phase three included on ground activations and sampling across the Kingdom.

CREDITS:

Brand: Lay’s x Netflix

Campaign title: The Lay’s Heist

Advertising Agency: Science & Sunshine

Creatives: Ash Chagla / Wael Baytamouni / Andre Marchesi / Nicolas Garcia / Raja Rizkhallah / Adela Fataliyeva / Isha Sharma

Suits: Steven Khoury / Moussa El Fakih

Clients:

Sohair Sharaf El Din, Senior Marketing Manager, Snacks, PC - AMESA, Pepsico

Mahmoud Hassan, Senior Marketing Manager Content & Creative - AMESA, Pepsico

Anfal AlDuhilan, Senior Marketing Manager - KSA, Pepsico

Cynthia Abdul Karim, Head of Partner Marketing - MEA, Netflix

Director: Virgil Ferragut