Challenge

Make Propercorn famous. The brand was performing well commercially, but suffered from a lack of recognition amongst consumers

Insight 

Propercorn’s commitment to doing things properly gave the brand an opportunity to authentically act outside of the popcorn category

Solution

Creatively ‘Dress London’ in Propercorn’s bold pattern to bring the brand’s ATL campaign to life and express its personality. We worked with fashion’s favourite set designer, Rachel Thomas (Hermes, Anya Hindmarch) to wrap two sites, in Brixton and Shoreditch. The sites were full of illusory Trompe L’oeil elements and giant interactive vending machines to encourage social sharing

We also worked with Print Club London and Boom Nails to give out free community classes throughout the month of July