Paddy's Perfect Pairings /

Lay's Cheer of Champions

Yes, on the face of it a speed dating show based around crisp sandwiches presented by Paddy McGuinness might seem a bit "off brief" but stick with me:

Every year, Walkers release limited edition flavours and to celebrate their collaboration with Heinz condiments range they opened a pop up sandwich speakeasy: where you could order crisp butties with the limited edition condiment flavours as fillings.

Turns out, as a nation we have some quite strongly held views on this kind of thing. It can divide a room, or bring people together...

So what better way to celebrate Walkers' perfect flavour pairings than with a speed dating show at the pop up shop?

I know, obvious right?

By working closely with Paddy and housing the films online on the ITV hub, the shows had the feel of a genuine series - which helped us connect with a hard to engage with younger audience who may have otherwise missed or not responded to the above the line TVC.

Oh, and they're funny.

Hailed as an example of "the kind of successful branded content they want to make more of", Paddy's Perfect Pairings doubled subscribers to the Walkers YouTube page and the total combined views across ITV and YouTube are to date are in the millions - achieving 2 million of those in the first 24 hours of release.

Dir. Mark Henderson

…and that went so well, Walkers came back with a brief for:

Lay's Cheer of Champions

This was a fun one. Working for Pepsico's European crisp brand, Lay's to celebrate the European football championships.

Using hidden cameras in a shopping mall in Madrid, unsuspecting members of the public were surprised by our digital interactive AR touchscreen poster - which incorporated custom Snapchat football themed filters to help build anticipation for the European matches.

The billboard incorporated facial recognition technology, real-time motion tracking and augmented reality software, to enable the layering of ‘facial effects’ filters.

These filters mimicked the designs that could be found on limited edition packs of Lay's and people who interacted with the billboard were rewarded with real versions of the filters - bringing the action into the real world.

This work was translated into different languages and released on Lay's international YouTube and Facebook pages.

Dir. Sam Wrench