Lay's wanted to extend their #JoyGivers campaign on Amazon to celebrate people who gave joy to their communities during 2020. We identified two of them and surprised them through an Amazon delivery and a Lay's donation to their organization.
Joy Giver Film 1: Brown Bag Lady
One of our Joy Givers was Jacqueline Norvell, known as the Brown Bag Lady. During the pandemic, and before, she's given thousands of meals to people experiencing homelessness in Skid Row, Los Angeles. We thought she deserved some joy too.
Joy Giver Film 2: East Side Riders Bike Club
Our second Joy Giver was John Jones, who founded the East Side Riders Bike Club to help keep youth from joining gangs by encouraging bike-riding and feeding his community. We planned a surprise to give some joy back to John.
Media Drivers
15-second cut-downs were promoted on Fire TV, IMDb, and Amazon along with banner ads across Amazon.
