As one of the big sponsors of the Champions League, crisp giant Lay’s approached us to create their new worldwide TV spot, starring their long-time ambassador Lionel Messi. The strategy was centered around how great moments only really happen when they’re shared with those around us. So our strategy was to encourage fans to grab those moments as and when they present themselves. Lay’s had previously focused more on people sitting in front of a TV watching the game, but we were keen to see football fans grabbing the moment outside of the viewing experience and show how joy can be infectious.

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Directed by Traktor at Stink Films.