Proper

By way of reaching out to the universe, and folding our chakras into our heart-centres, we did a deep-dive into the world of holistic snacking for Proper’s latest campaign.

The messaging encouraged our audience to do away with the mindless, autopilot approach to shovelling fried goods into our faces, and instead be more mindful of what we allow to enter the temple that is our body.

Of course, this was all a bit tongue-in-cheek/popcorn-in-mouth, but it allowed us to tap into the incredible world of wellness and conjure up a way of legitimately tying it into delicious, savoury snacks.

Working with creative director Shirin Majid to clear our energetic blockages and ECD Billy Faithfull to raise our vibration, we ideated across social, digital in-store and OOH.

Just close your third eye, open your first mouth, and start manifeasting…