Frito-Lay Lay's Kettle Cooked Chips: Billboard carving

In order to demonstrate that Lay’s Kettle Cooked Chips are made with traditional, artisan cooking methods, the brand hired a team of skilled artisans to hand-carve a billboard made of wood. The billboard was located in San Francisco, CA and took approximately ten days to complete. Watch the video too.

Advertising Agency: Juniper Park, USA
Partners, Executive Creative Directors: Terry Drummond, Alan Madill, Barry Quinn
Creative Director / Art Director: Hylton Mann
Creative Director / Copywriter: Andy Linardatos
Print Producer: Mark Prole
Props: Prop Art
Time lapse: Chad Richard
Illustrator: Gary Bullock

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28 comments

Gi_bo's picture
Gi_bo
1385 pencils

Nice craft, But I ask myself ¿ at that height, would people even recognize the effort and handcraft put into it?. Could very well be a printed poster and people won´t notice the difference.

GiBo

keithstoeckeler's picture
keithstoeckeler
425 pencils

Good idea, just wonder how many people passing by actually knew the billboard was wood. Seems like not enough ROI.

whatthefudge's picture
whatthefudge
1268 pencils

Agree.

TommyO's picture
TommyO
1866 pencils

Couldn't have said it better myself.

Guest's picture
Guest

zzzzzzzzzzzzzzzzzzzzzzzz....maybe if the headline was nice...but here...its just so damn plain. or if there was a better tie in to the wood carving...like hand cut potato chips but that would be BS...$$$ down the tubes

Hibon's picture
Hibon
3731 pencils

Good idea...

Simple ideas are the best !

Billoughsby's picture
Billoughsby
5091 pencils

Man, I'd kill for a good potato chip right now.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Anonymous Author's picture
Anonymous Author
1541 pencils

Can I please have that billboard when the campaign's over?

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

AdsofChina's picture
AdsofChina
99 pencils

They should definitely put a "like" button on this site! great work once again.

Ads of China // 中国广告
http://adsofchina.wordpress.com

FourT6and2's picture
FourT6and2
218 pencils

The idea is pretty cool–crafting it out of wood. However, the actual copy on the billboard is not creative. It is a strategy statement. Couldn't they come up with a better line than just restating what the client wrote in their creative brief? "All natural ingredients, crafted with care." That same descriptor can be used for practically every "all natural" food-stuff in the world. What company DOESN'T claim to have created their product with "care." We get it, companies want us to think they put a lot of effort into crafting their goods. That's a no-brainer. I like the execution, but there's no larger idea behind it.

How does Lay's own this message? You know what else has "all natural ingredients" that are "crafted with care"? Every other product in the organic section of the market.

Why not try something like placing large-scale, hand-made wooden art of these chips (like a mural) around cities. Embed a QR Code that passers-bye can access with their phones that links them to the very video showing the art's creation. And come up with a better line than something straight out of the brief. This way, the advertising becomes something more than an ad. It becomes living art and something people can interact with and own for themselves. They feel more connected to the brand.

Guest's picture
Guest

why not try something like you suggest, well, because that would be stupid.

mralanjones's picture
mralanjones
257 pencils

QR codes don't really scream natural and organic.

Cladman's picture
Cladman
74 pencils

great

Guest's picture
Guest

I really appreciate the effort but......please don't waste wood for the sake of your idea...

rurorjuror's picture
rurorjuror
733 pencils

Executional idea

shortafella's picture
shortafella
1055 pencils

great outdoor. respect.

shortafella's picture
shortafella
1055 pencils

great outdoor. respect.

Guest's picture
Guest

Great translation of the handcraft idea!

Guest's picture
Guest

Very cool idea that was well implimented!

Guest's picture
Guest

i think its great, especially the fact that it was crafted on site, creating attention. give props where due!

dollypoppin's picture
dollypoppin
1423 pencils

Nice idea but how many people will notice that it's wood and every element is carved into it?

---------
"Nihil sub sole novum"

Marlus Lau's picture
Marlus Lau
1806 pencils

Awesome outdoor, but the problem of the target realize it's all carved...I don't know.

Guest's picture
Guest

I think it is a great idea. Probably not everyone will know it´s carved in wood. But it took them 10 days to finish it. At least people pass by it everyday must have gotten it!

Guest's picture
Guest

The idea is great, and the people that pass through that place daily will undoubtedly remember the brand and the food.. However, it seems wayy to expensive for such a small concept

Guest's picture
Guest

nice one , i like it very much .....

Guest's picture
Guest

It about creating buzz. People will talk about it, people will spread the word. That is the whole idea. No, passer-bys won't necessarily know that if no one told them, but imagine how FEW people would take notice if this wasn't carved from wood. No one would be talking about it. No one would point it out to their friends and family while passing by saying, "Hey, there's that sign I heard about! They actually carved it from wood!". Everyone is amazed, and most importantly, takes notice of the brand and the concept of a hand-crafted product.

keliomatic's picture
keliomatic
6 pencils

It about creating buzz. People will talk about it, people will spread the word. That is the whole idea. No, passer-bys won't necessarily know that if no one told them, but imagine how FEW people would take notice if this wasn't carved from wood. No one would be talking about it. No one would point it out to their friends and family while passing by saying, "Hey, there's that sign I heard about! They actually carved it from wood!". Everyone is amazed, and most importantly, takes notice of the brand and the concept of a hand-crafted product.

Janae's picture
Janae
385 pencils

I agree the claim is not very creative. If its took 10 days to complete, there is enough time to advertise.
the process of creating the billboard is the actual ad for me.

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