Lay's 'FAN OF THE MATCH'

Lay's Fan of the Match is a global storytelling campaign designed to celebrate the supporters who bring football to life. Across the FIFA World Cup 26™, fans from around the world were recognised not just for who they support, but for the extraordinary ways they live and share the game.Every Fan of the Match had an incredible story. Our job was to find it.Working across more than 90 fans, we uncovered the emotional truth behind each individual, finding the hook that turned remarkable acts of fandom into compelling films. We then wrote the scripts, shaped the creative direction of each story through production and post, and created supporting newsroom assets and editorial frameworks that ensured the campaign remained creatively consistent across every market.