lay's max
a giant website.
Lay’s Max is a heavier, denser version of the typical Lay’s chips, and is designed for moments when a regular-sized snack just won’t do. But there’s a problem: consumers don’t really know the difference between a regular potato chip and Lay’s Max.
How do we inform consumers that Max is for a more intense hunger?
a giant website.
mentos 3d
Lay’s Max is a heavier, denser version of the typical Lay’s chips, and is designed for moments when a regular-sized snack just won’t do. But there’s a problem: consumers don’t really know the difference between a regular potato chip and Lay’s Max.
How do we inform consumers that Max is for a more intense hunger?
We set out to create a massive website that aimed at helping our consumers keep their hunger at bay.
In the end, we ended up with a website that reached millions of people across the region helping us donate USD100,000 to the World Food Program to fight hunger in the Horn of Africa.
about this project
Client: Pepsico Lay’s
Agency: Impact Proximity, Dubai, UAE
Creative director: Armin Osmancevic
Senior art director: Rodrigo Mavu
Copywriter: Mark Fillon
Senior Flash Developer: Vincent Maraschin
Illustration: Bruno Brazão
Business director: Richard Macbeath
other campaigns.
©2025
©2025
lay's max
a giant website.
Lay’s Max is a heavier, denser version of the typical Lay’s chips, and is designed for moments when a regular-sized snack just won’t do. But there’s a problem: consumers don’t really know the difference between a regular potato chip and Lay’s Max.
How do we inform consumers that Max is for a more intense hunger?
a giant website.
mentos 3d
Lay’s Max is a heavier, denser version of the typical Lay’s chips, and is designed for moments when a regular-sized snack just won’t do. But there’s a problem: consumers don’t really know the difference between a regular potato chip and Lay’s Max.
How do we inform consumers that Max is for a more intense hunger?
We set out to create a massive website that aimed at helping our consumers keep their hunger at bay.
In the end, we ended up with a website that reached millions of people across the region helping us donate USD100,000 to the World Food Program to fight hunger in the Horn of Africa.
about this project
Client: Pepsico Lay’s
Agency: Impact Proximity, Dubai, UAE
Creative director: Armin Osmancevic
Senior art director: Rodrigo Mavu
Copywriter: Mark Fillon
Senior Flash Developer: Vincent Maraschin
Illustration: Bruno Brazão
Business director: Richard Macbeath
other campaigns.
©2025
©2025
lay's max
a giant website.
Lay’s Max is a heavier, denser version of the typical Lay’s chips, and is designed for moments when a regular-sized snack just won’t do. But there’s a problem: consumers don’t really know the difference between a regular potato chip and Lay’s Max.
How do we inform consumers that Max is for a more intense hunger?
a giant website.
mentos 3d
Lay’s Max is a heavier, denser version of the typical Lay’s chips, and is designed for moments when a regular-sized snack just won’t do. But there’s a problem: consumers don’t really know the difference between a regular potato chip and Lay’s Max.
How do we inform consumers that Max is for a more intense hunger?
We set out to create a massive website that aimed at helping our consumers keep their hunger at bay.
In the end, we ended up with a website that reached millions of people across the region helping us donate USD100,000 to the World Food Program to fight hunger in the Horn of Africa.
about this project
Client: Pepsico Lay’s
Agency: Impact Proximity, Dubai, UAE
Creative director: Armin Osmancevic
Senior art director: Rodrigo Mavu
Copywriter: Mark Fillon
Sen. Flash Developer: Vincent Maraschin
Illustration: Bruno Brazão
Business director: Richard Macbeath
other campaigns.
©2025
©2025