How do you make Lay’s Potato chips the coolest chips around for an audience that spends hours and hours eating crisps while watching YouTube but doesn’t pay enough attention to ads?
If you’re Happiness Saigon, an FCB alliance, you solve their most annoying crisp-eating problem. The crunch of chips makes it hard to hear the audio – and Lay’s is the crispiest chip of all.
Happiness Saigon has developed a plug-in for Google Chrome that detects the sounds of crunching chips and automatically turns subtitles on for the YouTube video being watched.
The team trained an AI on 178 hours of crispy chip crunch sounds gathered from around the world, to create a one-of-a-kind plugin which is able to detect and activate subtitles from the second it hears a crunch, so viewers can snack without missing a single thing.
This “revolution in snacking” is available for free on the Google Chrome store globally. Try it out here.
Client: PepsiCo (Lay’s)
Marketing Head: Vu Thi Ngoc Que
Marketing Manager: Yen Le
Agency: Happiness Saigon, an FCB alliance
Executive Creative Management: Alan Cerutti
Chief Creative Officer: Geoffrey Hantson
Executive Creative Directors: Gregory Titeca & Marc Richard
Concept: Mathias Lemielle & Thomas Cappelle
Creatives: Mathias Lemielle, Thomas Cappelle & Nick Stillittano
Copywriters: Loan Anh Huynh, Nghia Tran & Dee Verwaetermeulen
Designers: Dries Lauwers & Aldjia Bessalah
Art Directors: Truc Mai Hoang Anh & Thuy Pham Vuong Bao
Motion & Editing: Trung Thai Thanh, Remke Faber & Seth Michielsen
Head of Performance: Nhat Qui
Performance & Data Planner: Tien Phan Cam
Strategic Planner: Linh Nguyễn
Account Management: Son Nguyễn, Ngọc Le, An Nguyễn, Giang Ngo
Producer: Bart Vande Maele
Platform Analyst: Loc Nguyen
Community Outreach: Hieu Phan Duc
Production Agency: Bliss Innovative Maker Studio
Head of Technology: Thomas Colliers
Digital PM: Joni Allaert