Happiness Saigon makes Vietnam proud with their globally acclaimed campaign Lay’s Crispy Subtitles, by taking home 6 Shortlists, at the prestigious Cannes Lions International Festival of Creativity.


This article is also available in Vietnamese. 

Cannes is the leading stage for creativity in business, brand communication, and marketing globally. With work judged on its effectiveness, freshness, impact, and commercial success by a panel of international judges at the top of their fields. Campaigns recognized on this stage are considered the best of the best from around the world. And this year was tougher to win than any in Cannes history. Due to covid - entries from both 2020 and 2021 were combined, for a total of 29,000 entries for this years judging. Of those 29,000 entries only a small fraction are recognized. 


Lay’s Crispy Subtitles - an AI powered chrome extension that turns chip sounds into YouTube subtitles - has been awarded on the basis of exceptional results. The idea has garnered global attention for Vietnam, with downloads in more than 80 countries, and headlines on major publications like Gizmodo, & VirginRadio. Generating over $9,000,000 in earned media for Lay’s Vietnam. The idea had a strong performance at Cannes with 1 Shortlists in the Media category under the category description Use of Social Platforms, winning 2 Shortlists in the Direct category under the descriptions Use of Social Platforms, and Breakthrough on a Budget, and 3 Shortlists in the category Brand Experience & Activations under the descriptions Social Engagement & Integration for Live Experience, Social Behaviour, and Breakthrough on a Budget. 

Happiness Saigon didn’t just take home 6 accolades during Cannes toughest year, it’s also the only advertising agency in Vietnam to be recognized this year at the International Festival of Creativity. 


Alan Cerutti, CEO of Happiness Saigon has this to say, “There is no greater merit for advertising than being recognized at Cannes, we view this as part of our continuous contribution to growing the creative legacy for Vietnam as a competitor on the global creativity stage - something that the industry here is ready to strive for. The whole team worked hard to make this campaign a reality – and it’s paid off, with the results this garnered for the client globally – a true testament to the power of creativity. This is just another example of a company in Vietnam breaking ground, something we’ve been seeing more and more of in recent years.”