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Here's the latest from the creative world as we know it.
Independent snack brand, PROPER, has rolled out its first-ever TV advertising campaign.
The Propercorn campaign was made in just three weeks during the lockdown as a response to the surge in snacking at home shown in increasing sales of their sharing bags.
The Popcorn Done Properly campaign marks an important step in PROPER’s growth ambition.
The 20-second ad features exploding CGI popcorn kernels and the vibrant visual identity of the PROPERCORN brand.
The campaign is a natural response to current nationwide consumer trends.
With the UK in lockdown, households have been enjoying more
time in together, with shared TV viewing growing by 37% [Thinkbox, May
2020]. Alongside this, snacking has boomed, with the popcorn category
in particular benefiting from a 14.4% boost in sales [Kantar, w/e
Popcorn Done Properly
marks the exciting evolution of the brand’s ‘Project
Pattern’ creative idea, which started in 2015 with the wrapping of
Routemaster buses across London. While the core idea has stayed the
same, the way PROPER has engaged and excited audiences has evolved over
the years, with TV being the next major step in the brand’s journey.
PROPER’s media agency, Yonder Media, has developed a strategy that focuses on TV and VOD in an exclusive deal with Sky Media. The targeted approach taps into the behaviour of core PROPERCORN consumers, who over-index in their use of on-demand and subscription streaming services.
Ed Cox, Founder of Yonder Media said:“With the increase in shared TV viewing moments, we worked with PROPERCORN to ensure we tapped into occasions when viewers will be enjoying and sharing snacks, and in particular popcorn.”
The ad was built to reach a Gen-Z and Millennial audience.
The campaign was created in collaboration with creative agency U-Dox known for their diverse
brands including adidas, Clarks and MINI. Using PROPER’s familiar, striking pattern
mixed with an onomatopoeiac overlay to further engage the viewer with
the brand name.
Jack Reynolds, Associate Creative Director at U-Dox, said: "The
project timeline and social distance really demanded that we quickly
came up with an creative and effective solution. We formed a trusting
bond (on Zoom) that enabled us to go with our gut and craft
something that embodies the bold and playful essence of the brand."
Cassandra Stavrou MBE, Founder of PROPER, said:
"'The Popcorn Done Properly' campaign is an ambition that we set our sights on during a time when we know there is an appetite for healthier, great-tasting snacks. We approached this as we always have done by taking inspiration from the fashion and design industries to create an original result. It’s been truly fantastic to see the team come together, battling the challenges of physical distance during lockdown. There has been all-round dedication to pull off this creative."
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