Title	CRISPY SUBTITLES
Brand	LAYS
Product/Service	POTATO CHIPS
Category	D01. New Realities & Voice Activation
Entrant	HAPPINESS / AN FCB ALLIANCE Brussels, BELGIUM
Idea Creation	HAPPINESS / AN FCB ALLIANCE Brussels, BELGIUM
Production	HAPPINESS / AN FCB ALLIANCE Brussels, BELGIUM

Name	Company	Position
Alan Cerutti	Happiness / An FCB alliance	Executive Creative Management
Geoffrey Hantson	Happiness / An FCB alliance	Chief Creative Officer
Gregory Titeca	Happiness / An FCB alliance	Executive Creative Director
Marc Richard Vander Heyden	Happiness / An FCB alliance	Creative Director
Mathias Lemielle	Happiness / An FCB alliance	Concept Provider
Thomas Cappelle	Happiness / An FCB alliance	Concept Provider
Nick Stillittano	Happiness / An FCB alliance	Concept Provider
Loan Anh Huynh	Happiness / An FCB alliance	Copywriter
Nghia Tran	Happiness / An FCB alliance	Copywriter
Dee Verwaetermeulen	Happiness / An FCB alliance	Copywriter
Dries Lauwers	Happiness / An FCB alliance	Head of Design
Aldjia Bessalah	Happiness / An FCB alliance	Designer
Truc Mai Hoang Anh	Happiness / An FCB alliance	Art & Motion
Thuy Pham Vuong Bao	Happiness / An FCB alliance	Art & Motion
Remke Faber	Happiness / An FCB alliance	Head of Motion
Trung Thai Thanh	Happiness / An FCB alliance	Motion Designer
Seth Michielsen	Happiness / An FCB alliance	Motion Designer
Nhat Qui	Happiness / An FCB alliance	Head of Performance
Tien Phan Cam	Happiness / An FCB alliance	Performance & Data Planner
Linh Nguyễn	Happiness / An FCB alliance	Strategic Planner
Son Nguyễn	Happiness / An FCB alliance	Account
Ngọc Le	Happiness / An FCB alliance	Account
An Nguyễn	Happiness / An FCB alliance	Account
Giang Ngo	Happiness / An FCB alliance	Account
Bart Vande Maele	Happiness / An FCB allaince	Producer
Loc Nguyen	Happiness / An FCB alliance	Platform Analyst
Hieu Phan Duc	Happiness / An FCB alliance	Community Outreach
Thomas Colliers	BLISS Innovative Maker Studio	Head of Technology
Joni Allaert	BLISS Innovative Maker Studio	Digital Project Manager

Describe the creative idea

It’s an ‘age-old problem’: you can’t hear a thing when you’re crunching chips while while watching movies or any other content. And as much as it is a first-world problem, not being able to hear video while eating chips is something we’ve all experienced (and reaching for a laptop’s volume buttons with greasy fingers just creates even more problems). Luckily, Lays came to the rescue with Crispy Subtitles. A Chrome extension to Youtube that automatically activates subtitles every time it detects that you are munching chips. Yes indeed, ‘voice-crisp-activated' subtitle technology’ to allow you to make binge watching a better experience.

Describe the execution

This ‘voice-crispsound-activated subtitle technology’ was achieved by feeding machine learning with 178 hours of audio recordings of people eating chips, from all over the world. From this, the Google Chrome extension - plugin- was built. Once downloaded, the extension will activate LAYS-branded subtitles on Youtube the second it detects crisp sounds. So to be clear: crisp sounds = subtitles. No more crisp sounds, no more subtitles. The ‘crispy subtitles’ shows specific subtitles in Lays colour (yellow) and it will also briefly display the Crispy Subtitles logo in the top right corner. The crisp-activated subtitles will always be shown in your preferred language, since the extension automatically links to the language settings of your computer.