Lay's Beshbarmak
Creative idea
Traditions hold a special place for Kazakhstanis, as they preserve national identity. One in three values keeping traditions alive due to their recent history, and celebrating them brings happiness. With over half the population under 29, a new culture mixing traditions and global trends has emerged. Global brands incorporating traditional elements are seen positively, as respectful and caring. Using these insights, Lay's created a unique campaign for Kazakh people: The JOY RENAISSANCE. It helps Kazakhstanis reconnect with their culture through contemporary innovation, design, music, and flavor.
Brand name: Lay's
Advertiser / client: PepsiCo
Product / service: Snack
Campaign name: The Joy Renaissance
Agency network: BBDO WORLDWIDE
Agency: BBDO CA, Almaty
Media agency: Optimum Media Eurasia
Digital agency: JAS Agency
Production company: Paperbox
Agency chief executive officer: Iuliia Iugai
Creative director: Kolya Shkoda
Art director: Elena Nikulushkina, Alfira Abdalimova
Copywriter: Yersultan Karanov, Yernar Mukaddas
Designer: Aisulu Yensegen, Eleonora Kist, Ernest Toleutayev
Account director (agency): Karina Iskhakova
Media director: Yuri Baraxanov
Film production: Paperbox
Director: Olzhas Bayalbayev
Additional company: PepsiCo Team:
Brand Manager Lay’s Kazakhstan - Dilyaram Makhmutova;
Marketing Manager Snacks BCCA - Olga Bulgakova;
Marketing Director PO1 BCCA - Elena Kuznetsova;
Media Manager BCCA - Ostarkova Tatyana;
Design Supervisor Creative - Peshkova Veronika;
Brand Manager Lay’s Russia - Elina Andronova;
Marketing Director Lay's - Zlata Ruzhenskyaya;
Brand Engagement Supervisor Lay's Digital Marketing - Anna Zemelyova;
IMC Snacks Lead - Anna Gribova.
