THE BRIEF
Bring Lay's into the heart of the UEFA Champions League Fan Square with a high-energy brand experience that would capture the excitement of football and appeal to everyone, from die-hard supporters to the casually curious.

The challenge was to go beyond traditional product sampling, creating something unexpected, entertaining and memorable that would put Lay's in visitors' hands, give them a reason to get involved and, most importantly, make them want to share the experience across their social channels. More than a taste of football. An experience worth sharing.

THE PROCESS
We set out to create a fan destination that was as much about participation as it was about product. An experience designed to draw people in, get them involved and give them something worth talking about.

By combining playful brand engagement, entertainment and memorable photo opportunities, we created moments that encouraged visitors to become part of the experience rather than simply pass through it.

Social sharing was built into the thinking from the outset, turning individual interactions into shareable content and giving the Lay's campaign the opportunity to travel well beyond the physical boundaries of the Fan Square.

THE RESULTS
A lively fan destination that brought people together, put Lay's at the centre of the action and turned product sampling into something much more engaging.

Visitors didn't just stop for a packet of crisps; they became part of the experience, creating their own moments to capture and share. Every photograph, post and interaction helped extend the campaign's reach, transforming a physical fan activation into a wider social conversation.

AGENCY: TRO
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
VISUALS: Ade Cruft