The campaign focuses on the "infectious" power of a smile, showing how a simple gesture can spread from person to person—until, eventually, the whole world is smiling.

This time, the smile is not just a symbol of positivity but also a means of real support. With every purchase, a portion of proceeds goes to a local charity chosen in each market (such as organizations supporting people with Down syndrome or senior homes), with a representative from the selected organization appearing in the campaign's final scene.

SPOT KAMPANII NA RYNEK ROSYJSKI

The campaign launched during the pandemic when most people on the streets were wearing masks.

To overcome this barrier, we created a special AR filter that allowed users to place their faces on a virtual Lay’s pack and share their smiles on social media.

The TV commercial, along with social media efforts and digital activations, was introduced across 33 markets.

copywriter: adam sternik agency: vmly&r polska