Lay's Presents: Create More Smiles with Every Bite
More than delicious chips, Lay’s also brings people happy experiences.
With such feeling and understanding in mind, CIVILIZATION cooperated with renowned film director Lu Chuan to create a brand documentary for Lay’s, titled “Create More Smiles with Every Bite”. Based on reality and authentic emotions, this documentary presents the story behind Lay's potato chips on all aspects from potato planting, chip production to sales.
“Create More Smiles with Every Bite”, When writing down this sentence, the creative team had conceived dozens of stories about smile and happiness in mind. But when walked into Lay's desert farms, factories, and retail stores, interviewed and listened to people’s stories, we realized that some real power could never have been imagined by simply sitting in the office.
A thin piece of potato chip may weigh less than a gram. But for some people, it's much heavier than that.
Potato growers at Lay's Farms, for example, plant the seeds of smile with persistence. In Kubuqi Desert, where the sandstorm problem is serious, potato growers carefully care for each potato sprout. They provide high-quality raw materials for Lay's while return the gifts of nature back to nature, bringing the increasingly abundant green to this desert.
Employees of Lay's factory, for example, witness the birth of smiles by craftmanship. Day after day, the production of potato chips is treated with the strictest standards, including raw material screening, slicing, frying, moisture monitoring, packaging, and "Gold Standard" testing…they treat all aspects wholeheartedly in order to have the best potato chips and give consumers' heartfelt happy experience.
Lay's delivery workers and shop owners, for example, convey the light of smile with their company and persistence. By witnessing the joy and loss of people coming and going, or becoming indispensable in many people's lives, small shops are like lamps in the city, sending warmth to every corner and sharing happiness with more people.
Who is best at capturing these authentic forces?
CIVILIZATION team’s top of mind choice is film director Lu Chuan. We contacted him and not sure about his reaction. Fortunately, Director Lu, who is also a potato chip lover, is very interested in the project and hopes to create the brand documentary with distinctive style in fine arts, photography and character depiction with the technique of film.
After more than two months, we’ve drove more than 1,000 kilometers from Wuhan to Inner Mongolia and finally to Shanghai, kept interviewing people for a whole week, made several hundred pages of records, and travelled from place to place for shooting... Finally, we successfully built up a big picture of Lay’s in China with several little stories.
Since October 10, this brand documentary has been played on CCTV, WeChat, Tik Tok and other major media platforms. We hope that more people can join to spread happiness to more people.