Lays Heartwork Primary Function: Pakihi Whakatairanga by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2021 A' Design Award Hiriwa in Hoahoa Pānui Hokohoko, Whakatairanga me te Whakawhitiwhiti Kōrero Competition Category.
HiriwaPānui Hokohoko· 2021
Lays Heartwork Primary Function: Pakihi Whakatairanga
by PepsiCo Design and Innovation
Client: PepsiCo Design & Innovation
A' Design Award Hiriwa Winner in Pānui Hokohoko Category
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- Verified Award Winner
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The Design
About Lays Heartwork Primary Function: Pakihi Whakatairanga
Book Text: Ko Lays Heartwork he pakihi whakatairanga i hangaia mō te waitohu Lays i te wā o te mate urutā Covid-19. Ka mihi te pakihi ki ngā tāngata e mahi ana i muri o te aroaro i roto i te mekameka uara o Lays, tae atu ki ngā kaiahuwhenua, ngā kaimahi wheketere, ngā kaitaraiwa taraka, ngā kaihokohoko me ngā kaikawe taonga. Ka honoa ngā tae kanapa, tūmanako ki ngā karere mihi tōtika puta noa i te hoahoa mōkihi. Ka noho ia mōkihi hei whakamānawa ki ngā kaimahi hapori e kore nei e mihia ā-tinana. Ko te whāinga he whakaatu ehara noa iho i te mahi uaua ēnei mahi o ia rā, engari he mahi nā te ngākau.
The Recognition
About the A' Design Award Hiriwa
Ko Lays Heartwork Primary Function: Pakihi Whakatairanga te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Lays Heartwork Primary Function: Pakihi Whakatairanga he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Lays Heartwork Primary Function: Pakihi Whakatairanga he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In extraordinary and challenging times, going about ones daily job can be an incredible act of courage. This reality and the Covid-19 pandemic were the impetus for Lays Heartwork campaign. Our team wanted to thank all the men and women who are working tirelessly behind the scenes as part of the Lays value chain. In our eyes, their work is not just hard, it is Heartwork.
- Inspiration
- To express our gratitude for all the unsung and unseen heroes fighting the Covid-19 pandemic, Lays created the Heartwork campaign. Employing bright, optimistic colors and heartfelt messaging, the design for this series featured the community heroes whom we rarely get to thank in person, from farmers and factory workers to truck drivers, retailers, and deliverymen. Every pack of Lays became a celebration of their #HEARTWORK.
- Team Members
- PepsiCo Design & Innovation
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