Messi Messages

Champions League sponsors are in every stadium, ad break and social feed, but there’s one place they can’t reach — dark social. Or at least, until now. Introducing Messi Messages.

We got fans to invite Lay’s into their private chats by letting them send personalised video messages from Messi. Fans could choose from multiple languages and variables, which would then be deepfaked into an easy-to-share message from the G.O.A.T himself.

Creative Directors: Ed Ryder & Joe Craig
Art Director: Jake Butler
Production partner: Unit9

Cannes Lions 2021 Mobile Bronze, Entertainment for Sport Shortlist
The One Show 2022 Innovation in Interactive, Online & Mobile Shortlist, Use of Technology Shortlist, Innovation in Social Media Shortlist
Eurobest 2021 Media, Use of Mobile & Devices Silver, Mobile, Social Content for Consumer Engagement Bronze, Mobile, Targeted Communication Finalist, Mobile, Messaging Campaign Finalist, Media, Use of Social Platforms Finalist, Digital Craft, Data Storytelling Finalist 
Creative Circle Awards 2022 Best Use of AI Bronze, Best Digital Activation Bronze, Best Use of Talent & Influencers Bronze
ADCN 2021 Mobile Silver, Media Bronze, Digital Campaigns Finalist , AI Finalist
Campaign Tech Awards 2022Best Use of AI Highly Commended, Tech as Part of a Campaign: Consumer Goods Highly Commended, Best Use of Experiential Tech Shortlist, Best Use of Experimental Tech Shortlist
FWA Site of the Day April 8, 2021
LBB High Five Netherlands, Read of 2021: Europe