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“Lay’s Smile Your Way” creates a personalized experience, empowering everyone to craft their unique smile through the Lay’s Smile Pack. With smile designs printed on each pack, consumers can align the pack with their face or snap a selfie, and through AI, generate more than 100 different smile filters. Whether taking a selfie or using a favorite photo, each interaction generates a new and delightful AI-driven smile, making every experience a fresh surprise.
Typically, campaigns like these tend to lose momentum within a month, but Lay’s Smile Your Way is designed as a platform idea that can evolve and keep the joy going. With new filters introduced for special days and festivals, people will be on the hunt for these fresh experiences, sharing them on social media and competing for prizes. Thanks to AI generative technology, new filters can be rolled out instantly, extending the campaign’s life span far beyond the norm.
For instance, participants might be challenged to find Thai-inspired filters for National Thai Conservation Day, playful water-splash filters for Songkran, or even a Rainbow filter to celebrate events like the government’s approval of marriage equality, enabling everyone to share their joy and support on social media in real time.

All of this builds towards a powerful moment—bringing back the essence of "Thailand, the Land of Smiles" by collecting over 600,000 smiles from participants. These smiles will culminate in a breathtaking display on the iconic Times Square screens in New York City, sharing the joy of Thailand with the world.