Science & Sunshine’s latest project for Lay’s x Netflix has launched the new limited edition Money Heist: Korea – Joint Economic Area flavours in Saudi Arabia – The Professor (Kimchi Noodle), Tokyo (Wasabi & Ginger) and Denver (Spicy Ranch).
Leaning into the world of the Money Heist: Korea – Joint Economic Area franchise, the agency created a disruptive integrated campaign for Lay’s to announce the new flavours by doing a heist of its own and amplifying it across every touchpoint. They kicked off the heist with a stunt by “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 Kingdom.
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 – this time the crew wasn’t stealing anything, but rather, creating three epic new flavours.
The main film was followed up with three videos posted across social media. The videos were portrayed to be as “Eye Witness” accounts at the factory who are giving their statements to the press.
Featuring the security, quality control and the CFO, the three follow up videos amplified the main film’s concept.
The Security
The Quality Control
The CFO
The campaign also extended to on ground sampling at malls across the country as well as amplifications on social and TikTok through influencers.
The agency wanted to immerse Lay’s fans into that world of drama, heists, action and blur the lines between entertainment and reality. The agency worked off the Lay’s communication platform “shows need Lay’s” as it saw the connection between between the storyline of the series and the launch of the new flavours to create a memorable and intriguing campaign for its Saudi audience.
Commenting on the campaign, 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 Money Heist: Korea – Joint Economic Area 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 andMoney Heist: Korea – Joint Economic Area worlds met in a “Lay’s Heist.”
The campaign was 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 and 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
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
DOP: Pablo Clemente
Production House: Film Pudding
Executive Producer: Layal Moukahal
Producer: Indiana Hamparsoum
