Concept work
Filled to the line
Every crisp bag is part air and every brand hides it. We printed a dashed line on the front: crisps up to here.
The trap
People joke that they buy air and get a few crisps free. Every brand answers with bigger flavour claims and a bigger logo, and the joke keeps winning.
The air is not the swindle. It is why the crisps reach you whole. Nobody has said so because nobody wants to be first to mention the air.
The idea
Show it, plainly. A dashed line across the bag marks where the crisps stop. Above it: “This part is nitrogen. It keeps the crisps whole on the way.” Below it: “All crisps.”
The bag does the work of the ad on every shelf, and the joke now belongs to the brand. The film drops the bag from everything a bag gets dropped from, then pours out a plate of whole crisps.
How it was made
- The bagOne dashed line, two sentences, no flavour adjectives.
- 15-second filmSpeed bumps, a child sitting on the bag, then a plate of whole crisps.
- FlightingShelf first, then the film around payday snack runs.
What we measure
- Share of broken crisps in post-transit tests
- Unprompted recall of “filled to the line”
- Trial against category average in test stores
- Posts showing where their own bag reaches
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