Calum Harbison Design Portfolio
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One Show Bootcamp 2013 - Winner

One Show Bootcamp 2013 - Winning Entry

Advertising, Branding, Workshop

Project Brief

This was a brief set by Mother London for the One Show London Bootcamp 2013. The Bootcamp is a week long intensive advertising course, with each idea being judged at the end of the week by a group of Creative Directors from Mother London.

The brief stated that the biscuit isle is boring and many leading biscuit brands are too conventional. The market needs to be livened up in order to attract a younger consumer base. Market research shows that young people are often disengaged with biscuit products after they leave the family home.

The client, Fox's Biscuits, wanted to develop a new biscuit brand as a solution to this boring biscuit stigma currently plaguing it's brands. The brief stipulated that advertising had to support this new product; centring around a print campaign and a PR Experiential event.

Response

My solution to the brief produced 'Fox's Handfuls', a flavoured popcorn shaped biscuit product, to be eaten as a snack for the movie night in. 

This idea was chosen by the Mother London Creative Directors as the best product and campaign for the 2013 One Show London Bootcamp.


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Handfuls Packaging: The packaging is heavily influenced by classic popcorn packaging and aims to instantly be associated as a retro cinema snack. The biscuits initial flavours take inspiration from the classic popcorn flavours of Salt and Sweet - though adding a tasteful biscuit twist by creating Salted Caramel and Sweet Cinnamon.

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Print Advertising Campaign: The print ads will focus on famous movie character hands, literally taking handfuls of Handfuls. The ads are simple and copy free, allowing for a focus on the product and it's movie theme.

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Experiential Advertising: In city centres across the UK, rows of classic cinema chairs will be fitted in busy city squares. The chairs will all be facing a selected building, increasing intrigue and creating ideal photo spots featuring the brand. However, this is not the main purpose of the set up; as the show really begins when it gets dark.

A 3D mapping show, projected on the surrounding buildings will begin to play, featuring the hands of the iconic movie characters (seen in the print advertising) fighting over a box of Fox's Handfuls. Above is a quick mock up of a potential projection idea.

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TV Advertising: The Television adverts will focus on iconic movie scenes, that tie in with grabbing 'Handfuls of Handfuls'. The above video shows a storyboard of one advert that is inspired by the infamous Alien movie - chest buster scene.

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