To bring Heartworkers front and center around the world, we extended Lay’s campaign to 40+ leading brands, creating customized digital Lay’s packs with messaging that celebrated Heartworkers across professions and industries.
Lay's Heartwork
Celebrating the everyday heroes working to deliver joy through a pandemic.
Covid-19 completely changed the ways we live, work, and connect. Through it all, there were countless heroes who kept us safe and helped bring joy to difficult moments. We wanted to celebrate these heroes with a creative brand tribute.
THE IDEA
Recognizing Heartworkers and everything they do.
The first step was identifying our heroes. In addition to thanking frontline workers for their service, we wanted to highlight the men and women who work tirelessly behind the scenes as part of Lay’s value chain. Without them, Lay’s chips wouldn’t reach the people who love them most. This led to an inspiration. We realized their work isn’t just hard, it’s Heartwork.
THE DESIGN
Illustrating positivity and gratitude with one-of-a-kind Lay’s packaging.
Once the idea was clear, we went straight to the drawing board. We created customized Lay’s packaging with original illustrations featuring real Heartworkers, from farmers and factory employees to truck drivers and retailers. Expressing optimism through a warm, inviting palette, every Lay’s pack also delivered a positive message of gratitude.
GIVING BACK
A campaign worth smiling about.
Lay’s wanted to cultivate real support for Heartworkers in India. Partnering with Smile Foundation, we launched a fundraising platform and contributed up to 40,000 hygiene kits to frontline workers and their families. Local singers and artists also took part in the campaign, and a local TVC encouraged audiences to contribute to the fundraiser.
THE OUTCOME
Growing reach through social media and artistic collaboration.
Lay’s one-of-a-kind Heartwork packs were sent to Lay’s fan club members, including 700+ influencers who celebrated the campaign on social media.
We also created Artwork for Heartwork, which brought together over a 100 creatives with Smile Foundation and Art&found. Proceeds from art sales went directly to safety kits for Heartworkers, and the paintings were featured on limited edition Lay’s packs.
The numbers
Lay’s Heartwork becomes a viral sensation.
Lay’s Heartwork campaign led to unprecedented buzz and engagement on social media.
99.7%
positive consumer sentiments
70,000
conversations ignited through influencer partnerships
50
million impressions achieved through collaboration with leading brands
Awards + Press
- 2021 Hermes Awards, Platinum
- 2021 GD USA Package Design Awards
- A' Design 2021