Frito-Lay and FIFA had a partnership for both the 2022 FIFA World Cup and the 2023 FIFA Women’s World Cup. Our goal was to drive awareness of the partnership and build on the success the brands found during the men’s tournament by supporting the overall campaign creative that featured animated versions of the icons of women’s soccer like Mia Hamm, Briana Scurry, Marta, Julie Ertz & Christine Sinclair.

We created an AR Lens that used similar 3D animation to that featured in the Frito-Lay TV spot where users can don a custom Lay’s kit and score a goal on a World Cup branded field. Once they score, they can try out different popular celebration dances — from the chicken dance to Megan Rapinoe’s iconic World Beater pose. To capitalize on the excitement of the WWC, Frito-Lay owned the Lens Carousel on the day of the USWNT’s opening match with a First Lens followed by an auction flight through the rest of the tournament.