A Bag Half Full
Integrated Campaign, Art Direction, Package Design
Integrated campaign present by Lays Chips with the mission to spread more positivity in the media.
in collaboration with Alvin Zheng
Everyday we are bombarded by negative news from the media and it is unconsciously impacting the way we think. Despite all this negativity, it takes only one good thought to make the rest of someone’s day. So let Lays change people attitudes from seeing a bag as half empty to a Bag Half Full.
Today Half Full
Lays will be taking over OOH digital billboards and displays where news is frequently shown. We will show our own Lay’s curated newsfeed called “Today Half Full”, where we showcase positive news to combat the negative news articles, to show a bag half full way of thinking.
Your Drive Half Full
To reach users who like listen to news on their commute, we will be partnering up with Spotify to create “Your Drive Half Full”. A daily personalized playlist that combines the users favourite upbeat music, with positive news and stories that they care about.
#BagHalfFull
On social media, we will continue to spread our message by asking users to submit their own good news with the “#BagHalfFull”. These messages and stories can later be used on our iconic Lays chip packaging to truly fill the bag half full of positivity in retail stores.
