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school of thought 2026:
principles x golden wonder
Created during Week eleven of Sot 2026, this work was my response to the principles brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to reignite interest in Golden Wonder among everyday crisp eaters who overlook the brand in favour of bigger competitors. The OOH campaign aimed to challenge consumer habits and highlight Golden Wonder’s bold, superior flavour, encouraging people to step out of autopilot and give the brand another go.
THE SMP:
“Crisps with flavour that can’t go unnoticed”
THE insight:
38% of UK adults eat the same lunch every day. For most snackers, the lunchbox isn’t a decision, it’s a habit. We reach for the same brands and flavours, day after day.
It rarely surprises them. But it rarely disappoints them either.
So they keep reaching for the same thing, without thinking.
Consumers aren’t choosing; they are defaulting.
THE idea:
‘For the Bold, Not the Bland’
The campaign aims to wake crisp eaters from autopilot, positioning Golden Wonder as the flavour-packed disruption to repetitive and monotonous snacking.
It’s for the bold people who expect more from their break.
They choose colour over beige, punch over predictability, and wonder over whatever.
Bold characters representing each flavour of Golden Wonder would feature in the campaign creative, with desaturated backgrounds to highlight the contrast of everyday life & GW.
digital out of home:
Two examples of OOH posters for the campaign. Each OOH location will be carefully considered and the design crafted around the setting, so it looks like the characters are actually there.
An extention could be a special build OOH, with a camera showing live footage of the reverse of the billboard. The static elements will be the line, brand logo, and the ‘bold’ character. This gives it a fun interactive element and enhanced UGC potential.
print out of home:
