Lay's 'FAN OF THE MATCH'

The Problem

For the FIFA World Cup 26™, Lay's wanted to celebrate the people who bring football to life: the fans.

Across the tournament, Fan of the Match would recognise supporters from around the world for the extraordinary ways they live and share the game.

The scale presented the challenge. With more than 90 fans across multiple markets, how do you create a global campaign with a consistent creative identity without reducing individual stories to a formula?

Every fan had an incredible story. Our job was to find it.

The Idea

We treated each fan as its own piece of storytelling.

Behind every act of fandom was a reason someone cared enough to do it. We worked to find that emotional truth first, identifying the hook that could turn each story from an interesting fact into a film people could connect with.

From there, we wrote the scripts and shaped the creative direction of each story through production and post, allowing individual personalities, cultures and experiences to lead while maintaining a recognisable Fan of the Match language.

Alongside the films, we developed newsroom assets and editorial frameworks that gave teams across different markets a system they could work within without making every story feel the same.

The Outcome

The result was a global storytelling platform capable of holding 90+ individual fan stories within one creative world.

Rather than simply documenting remarkable supporters, Fan of the Match gave Lay's a repeatable way to find and tell the human stories surrounding the World Cup, balancing the consistency required of a global campaign with the individuality that made each fan worth celebrating in the first place.