There’s a special group of quirky snackers out there, and Funyuns were made specifically for them.
WELCOME TO THE HIDDEN LAYER
🚨 Student work alert! 🚨
We wanted to make them feel even more special by building an online community around the brand.
*SILVER: 2021 Atlanta ADDYS - Integrated Campaign
First, a rebrand.
From now on, every bag contains a unique 24-hr access code for the Hidden Layer.
Gotta block the haters out somehow.
THE HIDDEN LAYER APP
Login with your code for exclusive livestream concerts and celeb appearances on the regular.
Consider it a reward for being the Funyun lovin’ son-of-a-gun you are.
Push notifications remind you when to log on to the Hidden Layer and catch guest performances, and when your time is about to expire.
The rewards don’t stop with just a stream: the more you log in and post, the more access you get to exclusives.
Superfans can post dank memes and shitposts on the never-ending Unfinity feed.
My role: copywriter
Art Directior: Gillian Chiboucas