Lay's - UEFA Champion's Leauge

Lay’s told us they wanted to send 10 people to the 2020 UCL Final in Istanbul. We saw an opportunity to turn Lay’s into a first-of-its-kind crowdsourced soccer team. Minnie Dlamini, one of South Africa’s biggest media personalities and sports hosts, was ‘signed’ as captain and tasked with scouting her squad of 10 ‘players’. The campaign launched with two unbranded, outrageous teaser videos featuring Minnie, piquing national curiosity before she revealed her role as captain and officially kicked things off.