Launch of LAY’S in Italy
In 2014 the company PepsiCo Italia chose XCube3D to launch in the Italian market, the well-known LAY’S brand of potato crisps.
PepsiCo wanted to tell the story of of LAY’S product launch in two ways:
- by emphasising the quality of their production process
- by presenting the five flavours with which LAY’S would be introduced to the Italian market
Background
The space provided by the location was an extremely limited area for digital creative projects, but our passion for challenges led us to create a custom-made scenic setup and a precise designed performance for the maximum Wow effect.
Storytelling
Our creative solution was based on two distinct performances to better focus on the PRODUCTION PROCESS and on LAY’S VARIETY.
Production Process
Each step (sorting, washing, peeling, cooking and checking) were realised in a virtual elevator and, at each stop, the process comes to life in a magical interactive dance between the performers and animated digital graphics. Thus the viewer feels that they are taking part in the production itself, which is no longer a cold industrial process but a true virtual journey into the brand’s values.
LAY’S VARIETY
is then told throug the expression of five different performers
Classic
expressed by a classical ballerina interacting with the delicate 3D potatoes petals
Campagnola
Told by the gymnast interacting with the taste-related ingredients
Extra gusto classico
Ilustration is more abstract and conceptual, based on the movements of a hip hop dancer. Thus allowing to change the style and keep the audience’s attention alive and engaged
Extra Sour Cream & Onion
New genre and style change with the a break dancer, dressed in the classic Bboy jumpsuit, dancing with his alter ego, namely the two contrasting tastes that meet in the potato crisp.
Extra BBQ
A fire finale giving by the magician illustrates the hot spicy flavours, giving an even greater impact on the end of the show!
The grand finale was the entrance of Fabio Cannavaro, a famous Italian footballer, who was the face of LAY’S. Thanks to the willingness of Fabio and his spectacular entrance the magic became an integral part with 3d graphic elements.
Client Connexia for PepsiCo Beverages Italia S.r.l.
Year 2014
Event LAY’S Italian potato crisps launch
Skills Project Design | Videomapping | Motion Graphics | Performing Arts | Interactive Dance | Script | Direction
Location Events hall QC TERME – Milan
