If Above + Beyond had launched Properchips as a lentil chip, it’s unlikely that it would soar to fame quickly. The agency has been much cleverer. It has launched chips done properly, with a wild and wonderful animation that is, in fact, just a description of the product – except that is housed in the most perfect words possible and decorated with gorgeously bizarre imagery.
Alan, the flying, surfing, chip riding cowboy explains that Propership’s shape (identical to Doritos) was “designed by architects”…
Made with a “protein-packed powerhouse”…
with no flavour stone unturned (especially, trending sriracha)…
This is the first work for Properchips by Above+Beyond’s after winning the account in March 2021. The B Corp company is already known for its Propercorn (popcorn) range. The stop motion animation was directed by Blinkink’s Jack Brown and created using nearly twenty different artists.
Dom Goldman, executive creative director at Above + Beyond, commented, “The challenge was to make the manufacturing story just as entertaining as the PROPER brand itself. It turns out that crafting PROPERCHIPS is just as intricate as creating an animated film. So, what better way to take a factory tour than with a flying cowboy created by Jack Brown’s super cool illustration heritage (with the likes of The Weekend and Arsenal FC), coupled with the laid-back joyous vibes of Dope Lemon, crafting a unique alchemy befitting of this progressive brand.”
Credits
Client: Proper
Chief Marketing Officer: Kate Moorcroft
Creative Director: Becky Akers
Head Of Brand: Daisy Barlow
Senior Brand Manager: Peyton Squires
Agency: Above + Beyond
Executive Creative Director: Dom Goldman
Art Director: Ryan Delaney
Copywriter: Emma Thomas
Managing Director: Tom Bedwell
Senior Account Director : Alice Bunbury
Agency Producer : Bebe Kiffin
Head Of Production: Laura Graham
Production Company: Blinkink
Director: Jack Brown
Producers: Melissa Venet & Leah Draws
Post Production: No 8 London
