A Creative Collective: Putting the "indie" back in "Indiana"
A student team effort in response to the Art Directors Club of Canada's Student Brief for Popcorn Indiana.
The Challenge: Increase brand awareness for Popcorn Indiana & sell more popcorn
We came up with concept of bringing Popcorn Indiana back to its humble beginnings... as an independent trying to make it in the world. The company uses wholesome ingredients to create a classic, traditional snack. The idea with this campaign is to align Popcorn Indiana with other people doing things their own way- independent musicians, photographers, writers and filmmakers who have a vintage or classic spin on their work.
Popcorn Indiana would foster these independent artists through our campaign called The Creative Collective. It would be a coming together of artists and appreciators online and at live public events. Through online discovery, sharing on social media and attending events, the Creative Collective campaign seeks to unite both artists and arts/entertainment lovers alike and offer them a deeper look into what Popcorn Indiana is all about. This will ultimately result in an increase in consumption and brand loyalty- because this campaign will show that Popcorn Indiana cares about more then just popcorn.
Popcorn Indiana understands that big dreams start in small places and that its important to honour the old but create the new. By supporting artists, they will be impacting the arts community positively and attracting a new consumer base.
Group Members: Meghan Kraemer (Copywriter, Art Direction, Designer), Jessica Wong (Art Direction, Designer), Bessie Yau (Time-based media) & myself (Art Direction, Designer)