Phase #2 incorporates a customized shopping experience spread throughout the city with supporting social materials and visuals that play on the customization element thought the hashtag #MakeItYourOwn and visuals that play around with the apostrophe in the brand name .
Phase #3 is a stunt event revolving around redefining and reclaiming the term "couch potato". Through placing pop up living spaces that showcase the things Leon's sells with each designated area attributed to "couch potato" activities, from a snack area to a quiet reading area. The event has it's own branded food truck serving only potato based foods, along with supporting illustrative posters, direct mail and digital to bring the event to full throttle before it's launch.
Event map by Liam Fleming
LUNCHABLES
when i was younger my mom packed me one of my favourite dishes for lunchtime, called mantou
(an afghan dumpling). i was so excited to eat it, but as i opened my Tupperware i was immediately met with looks of disgust and comments such as "ew" or "that smells weird" from the other students. i was
so distraught i never brought any afghan food to school after that. now that I'm older I've been able
to find comfort and reconciliation in finding out that this is such a universal experience for people from diverse ethnic and cultural backgrounds. this project was born out of a desire to eliminate
this struggle and aim towards diversifying school lunches and what better way to elevate this then via the lunchroom culprit of "acceptable lunches"; Lunchables. starting off with an entire rebrand and campaign focused on diversifying school lunches in a fun and inclusive way. I developed this project for my final thesis at ocad university, it was featured on the annual grad-ex poster and also won one of the advertising medals in 2020.
rebrand_rebrand_rebrand_rebrand_rebrand_rebrand
campaign_campaign_campaign_campaign_campaign
