# Creator-Celebrating Campaigns
The Frito-Lay My Joy Campaign Celebrates Creators of All Backgrounds

By Laura McQuarrie | Published 2023-12-22 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/frito-lay-my-joy
References: [fritolay](https://www.fritolay.com/frito-lay-unveils-my-joy-campaign-to-celebrate-rising-creators)

![Creator-Celebrating Campaigns](https://cdn.trendhunterstatic.com/thumbs/521/frito-lay-my-joy.jpeg)

The Frito-Lay My Joy campaign launched to share unique stories of joy through the lens of creators, and it's part of Frito-Lay's ongoing efforts and five-year goal to amplify diverse creative voices. As the company detailed in a release, "Uplifting diverse representation in marketing and advertising remains a priority for Frito-Lay as the majority of consumers say it has a positive impact on society, with certain groups including Gen-Z, Black, Hispanic/Latino, and Asian consumers skewing higher."

The campaign directed by Argentinian-born filmmaker Robert Llauro spotlights five creators and each one shares what My Joy means to them. The creator-celebrating campaign spotlights Filipino-American DJ Lex, Color Me Courtney founder and creative director Courtney Quinn and other rising creators.