Graphic Design / Campaign Strategy
Brief: A popcorn company wants to transfer ownership of their company to the world's best Creator, and we want you to apply for ownership.
Submit 3-8 pieces of content across different platforms. The vagueness of this brief is intentional; this submission test is a great indicator of Creator candidates’ expertise, skill sets, and interests.
Strategy / Research Process:
I started by researching existing popcorn brands. I was unsure which route to take; use a current brand and create a new campaign, or create an entirely new brand from scratch. I choose the latter, and here's why.
I studied several brands like Jiffy Pop, Orville Redenbacher, Pop Secret, Act II, and Skinny Pop amongst others. What I first realized was that each brand focuses on common themes; low calorie or buttery, sweet or savory, movie night essentials, and so forth. The one thing I did not see, was how popcorn can be a social snack. Yes, popcorn is great for movies and to snack while dieting, but what else?
Popcorn can bring people together. It can be entertaining as you try to throw a kernel in someone’s mouth, it can be an experience as you string it and create a necklace in elementary classrooms, it can be festive to make popcorn balls for Halloween parties. The common theme here is that popcorn is a global enjoyment, and it’s for the people.
Therefore, Pop of the World was born.
