The 2 briefs
Creatively bring to life our ethos of 'Done Properly'
Welcome
We see huge value in fresh, creative ideas and welcome you to join our young, dynamic team.
As a young brand, we’re in a position to make your ideas happen. We’re all hugely passionate individuals and urge you to push us and challenge our creative thinking.
We take a collaborative approach in everything we do, so please don’t hesitate to contact us if you want to touch base on any of your ideas.
There’s nothing like popcorn to fuel a creative session, so send over your address and we’ll get a stash sent over.
We welcome new people into our environment whether it is in the form of an internship or hot-desk.
Contact Frances: pop@propercorn.com
About PROPERCORN
We believe that everything should be as good as it can possibly be. That’s what we mean when we say ‘done properly’. This mantra underpins everything that we do as a team and aids our creative thinking. It isn’t flawless or perfect; it’s a dedication to detail and uncompromised effort, a commitment to deliver everything with passion and a personable edge. It’s always the best possible version.
It’s why Cassandra set out to create a snack that is genuinely tasty and leaves you satisfied, without that guilty feeling. It’s also why our packs are vibrant and hand-illustrated. They are designed to stand out on shelf and set us apart from the rest of the snack category.
If we were to brand a black cab, we wouldn’t just skin the outside of the taxi with our branding. If done properly, the inside of the taxi would be as beautiful as the mass-facing exterior; we would consider the passenger’s comfort and the needs of their journey. We wouldn’t just see it as an advertising opportunity.
We often gift journalists and bloggers with our popcorn. Done properly, this should always arrive in a beautifully packaged box, with a hand written note on the reverse side of an illustrated postcard.
We pride ourselves on making sure that our popcorn is delicious and that every pack is guilt-free; low in calories, high in fibre and gluten free. Our popcorn is available in 5 naturally seasoned flavours; Lightly Sea Salted, Fiery Worcester Sauce & Sun-Dried Tomato, Sour Cream & Chive, Sweet & Salty and Sweet Coconut & Vanilla. Our popcorn is predominately eaten on-the-go but is also available in a sharing sized pack.
Having launched in October 2011, we are now an ambitious team of 16 under 30’s. Bursting with entrepreneurial spirit, we have very consciously positioned ourselves as a lifestyle brand and strive to communicate this in all that we do. We’re the Official Snack of London Fashion Week and have natural ties within the Arts, Film, Music and Fashion industry.
In the last 3 years, we have sold over 13 million packs of popcorn and can now be found in 7,000 stockists across the UK. Largely considered as the aspirational snack of choice for the everyday shopper, PROPERCORN can be found in the likes of Waitrose, Ocado, Tesco, Boots and W H Smith, whilst retaining demand in premium outlets such as Whole Foods, Planet Organic, Leon, Chop’d, Selfridges and Harvey Nichols. As work continues on our distribution, we are now really focusing on how to share our brand with the UK and the world...this is where you come in.
Our Target Audience
Opinion formers, young professionals, 20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy and have an appreciation of the arts. Our product and packaging naturally appeal to women but we aren’t driven by this.
Creative Challenge
How can we creatively bring to life our ethos of ‘done properly’ to our customer?
We want to consider the daily touch points of our customer’s life where they will be most receptive to engagement. How can we creatively connect with them in these moments and give them a memorable burst of our brand and beliefs. This could be in the form of a campaign or piece of communication in a more traditional sense, or it might be an altogether more radical physical engagement or experience.
This is deliberately a very open brief, and we’re interested in your individual interpretation. If you are studying animation, you might want to think about how we could bring our illustrative world to life. As an illustrator, you might want to extend the narrative of our pack design. If you are interested in consumer experience, you may want to revolutionise the corner shops we are stocked in. As a brand we want to challenge the status quo, so welcome creatives from all disciplines.
Creative Considerations
• What are the places and spaces that we can best connect with our audience? Consider their journey to work, their desk environment, their online interactions, their daily excursions and their experience in our stockists.
• What do you think exists in the world that could be improved by being ‘done properly’ and what scope is there for PROPERCORN to own this process? How can we bring our brand to life in moments where something is being ‘done properly’ for the first time.
• A key area for us is in-store. We welcome ideas on how we can bring our brand to life in a shop environment. This ranges from independent delicatessens, cafes and shops to office canteens, corner shops, pubs and bars, to nationwide supermarkets. What are we doing to empower the people that work in these places to communicate our brand? Feel free to think small, or think big. You may even want to think about a specific shop that is local to you.
• Is there some kind of reveal, or pay off for the customer in engaging with your idea?
Mandatories
Your ideas should be faithful to our brand, encouraging awareness and loyalty. They should also be commercially viable, in the sense that they could be made to happen. However, please don’t let this limit your creativity, we’d rather you thought big.
The PROPERCORN logo and pack shots are included in the Project Pack (downloadable from the YCN website). You are free to incorporate these into your work if appropriate.
Deliverables & Additional Information
Evaluation
From reading this brief i feel they aren't that sure on what they want, like they say it is a very open brief and it can be taken in many different ways, i think looking at the considerations is gives a good insight into what they might want and some good examples, like having little moments of 'proper corn' or some sort of interaction with the proper corn. Basically they want a campaign tool to show off there proper corn.
Target Audience
I think there target audience will be people who are at work and pop out for some lunch and students who go out to get some lunch, so the campaign will need to be something that is quickly recognisable and catches the eye very fast and doesn't last very long because the people who are likely to be most interested are most lilt to be in a rush. Although they say there packaging looks like its targeted to women i think it is easily directed to both male and female customers.
Brief 2
Whistles
Design a concept and campaign for the first ever Whistles scent
Background
Whistles is a leading British contemporary fashion brand that encapsulates an intelligent sense of design with timeless and luxurious pieces. Our collections are modern and laid back with an attention to detail and quality. Since its relaunch in 2008, and under the guidance of inspiring CEO, Jane Shepherdson, Whistles has become a wardrobe staple for fashion editors and industry leaders, characterised by its contemporary and effortless style.
In September 2014, Whistles launched its hotly anticipated debut men’s collection. The Whistles menswear collection is a capsule of modern classics with a sporty and effortless slant. Everyday pieces are made special by luxurious fabrication and contemporary detail. As Adrian Clark, the Style Director at Shortlist said, “Whistles is the womenswear go-to destination for basics that bridge the high street and designer divide. And the ethos of well-edited wardrobe staples remains with its menswear debut.”
The Whistles Woman:
Intelligent, independent, discerning.
She wants clothes that cater to all parts of her purposeful life. She values design and service – she wants to feel elegant and relaxed in her clothes.
The Whistles Man:
Aware, selective, confident.
He values contemporary design with modern utility. He wants to shop from an edited collection that feels considered and versatile, combining understated looks with refined styling; produced to be relevant for work and leisure in the knowledge that what separates those worlds is becoming less defined.
Our PR & Marketing Strategy
We create bespoke seasonal in-house marketing and press strategies. These generate international brand awareness and drive footfall.
We partner with internationally renowned photographers, stylists and art directors to create our campaigns and capture our brand season on season.
Our Retail Strategy
Our stores are relaxed, contemporary spaces that focus on exceptional service. Friendly and knowledgeable teams create personal relationships with customers establishing a growing and loyal database. We have 53 stores and 74 concessions in the UK, Ireland, France, Germany, Switzerland, Holland, US, Russia and China. Our website presence mirrors our stores: clean, effortless, relevant.
Regular arrivals of stock and editorial content enrich the evolving ecommerce experience, driving footfall and increasing engagement. Content for menswear and womenswear is mixed on our homepage, Inspiration page, Journal and on our social media channels.
Packaging and presentation plays an integral role in the Whistles experience. All packaging for Whistles is considered, beautiful and luxurious.
The Creative Challenge
Design a concept and campaign for the first ever Whistles scent.
The concept should take into consideration our brand positioning, mission and strategies. It should target the female and male Whistles customer as well as attract a new customer to the brand.
There are many product opportunities and innovations in the scent industry, and we are very open-minded to the approach here. It could be focussed on one product area or a collection of products in this category.
This is a totally new category for Whistles. We don’t currently offer any scented products but we want you to help us change that. We’re looking for ideas of what the scent should be, how it would be packaged and how we would bring the product to market via PR and marketing campaigns. You are free to demonstrate how you would communicate your concept in one or more campaign channels.
You are free to consider potential brand partners that we could work with to develop the scent and also how your concepts would be displayed in-store and online.
Who is doing it right?
Some of the brands we look up to are:
Byredo
Le Labo
Comme des Garçons
Further opportunities
There is an opportunity for Commended entrants to be invited to do an internship at the Whistles London Head Office. The winning design could be used to define the Whistles scent.
Deliverables and Additional Information
Evaluation
From reading this brief i automatically started to think of ideas for it, which could maybe be a positive, or a negative, but i think there was words within this brief that automatically clicked with me and made me think of ideas. Also taking a quick look at there clothing which i also automatically liked i think it would be interesting to produce something that ties in nicely with there brand. I think what they really want is 2 bottles that are for men and women and also to go with this ways in which it can be advertised and made into a campaign.
Target Audience
I think there target audience is for working professionals who have a fair amount of money looking at there price of clothing, so people who are quite well off and into quite sophisticated things but also appreciate the design of an object and the aesthetic. I think the audience will have time on there hands and will be able to take time looking at there bottles and will appreciate how the smell is presented within the shop and how its maybe applied.
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