When the rest of the snacking industry is colorful, a bag of popcorn marketed in a little black bag is secretly smart. So those that eat this bag must also be secretly smart. They must be smart agents. Brief: Create awareness and affinity for a snack brand with an idea that has infinite potential. Insight: In an industry full of color, it’s secretly smart to market yourself in a little black bag. It shows how the people at Smartfood are smart, and one can jump to the conclusion that the people who eat Smartfood must also be secretly smart. Idea: Be a smart agent Process: One fun fact about me is I’m OBSESSED with Popcorn. So for this project, we did a lot of “research” to see why Smartfood is different from other popcorn brands.
Copywriter: Paris Cipollone
Art Director: Christine Chloe