Recently Goodby Silverstein & Partners created a website for Frito Lay. I must say I looked at it a few weeks ago and I consciously ignored it, because it took a long time to load, and then I didn't understand it in the 30 seconds I always grant a digital project to explain me what it is about out.
Then today I read a post on Digital Buzz and I decided to give Made For Each Other another chance, and I was surprised to discover a very beautiful website, populated with weird characters and interactions that actually had nothing to do with the chips world.
This is probably the reason why I decided to write about it, because it's a brave example of digital branding without showing the project. If you think about chips you either say "yummi" or "greasy" well, on Made For Each Other you will be disappointed (or glad) to discover none of the two adjectives apply. You would rather go for a "cute" or "funny" and if you are a creative you will definitely appreciate Frito Lay choice to present its product through the use of visual metaphors.
Last but not least, the vertical navigation as well as the use of weird and surprising interactive characters reminds me a bit of Good Things Should Never End but I don't think this is a problem.