LAY'S

Turning sustainable farming into a crispy game.

How do you communicate that your potatoes are grown locally and sustainably without sounding dull? Enter Crispy — a fun, virtual potato inspired by the ’90s Tamagotchi. Players are invited to nurture Crispy by watering it, protecting it from the cold, and by playing his favorite music. Along the way, they receive bite-sized fun facts about Lay’s sustainable farming program.

If they complete all levels within a week, their Crispy potato is ‘harvested,’ sent to the in-app Lay’s factory, and turned into chips. All players receive a free bag of Lay’s chips made from their very own Crispy.

Client - Pepsico

Agency: Brompton Road

Concept - Gijs de Kogel, Maarten Pex

Copy - Gijs de Kogel

Art - Maarten Pex