Client: PEPSICO
Product: Lay's
Campaign: Lay's Anti-Delay's
The "LAY'S Anti-Delays" campaign humorously encourages soccer fans to turn empty chip bags into improvised digital TV antennas to "stop transmission delays" during matches.
The Concept: A tongue-in-cheek "gambiarra" instructing fans to use empty LAY'S packaging, tape, and clips to catch digital signals and avoid hearing neighbors celebrate a goal first.
The Execution: Features online tutorials and digital influencers acting as "anti-delay technicians" alongside out-of-home advertising.
The Reality: While treated as a fun marketing stunt under the global platform "Tem LAY'S, Tem Jogo," it serves as an entertaining engagement piece rather than a technically proven broadcasting fix.
Agência: Bakery by Ampfy
CEO: André Chueri
CCO: Andrea Siqueira
CCO: Fred Siqueira
CMDO: Sergio Brotto
CSO: Gabriel Borges - GB
COO: Douglas Bocalão
CMDO: Sergio Brotto
CSO: Gabriel Borges - GB
COO: Douglas Bocalão
Diretor de Criação: Mayara Ribeiro, Pedro Gouveia
Content Lead: William Ribeiro
Content Lead: William Ribeiro
Criação: Julia Berto, Mariana Piagentini Abrahão, Gabriel Fogaça Moreira, Julia Barros, Matheus Samangaia, Brenda Soares
Conteúdo: Ana Carolina Castro Assis
Produção RTV: Regina Schneider, DG Nascimento
Conteúdo: Ana Carolina Castro Assis
Produção RTV: Regina Schneider, DG Nascimento
Diretora Executiva de Mídia e Operações: Camila Costa
Atendimento: Gabriella Ramalho, Carolina Ladeira
Gestão de mídia: Marina Ramalho, Mariana Corrêa
Planejamento e operação de mídia: Rodrigo Addis, Fernando Allain, Byanca Meta e Ronaldo Jesus
Data Intelligence: Thatiane Nunes
Data Intelligence: Thatiane Nunes
Social Insights: Camila Dantas e Lívia Braz
