Agency: The Martin Agency
Copywriter: Hope Thomas
Art Director: Sydney Aloe
Creative Director: Adam Stockton
Location: United States
Project Type: Produced
Client: Happy Egg Co USA
Product Launch Location: United States
Packaging Contents: Eggs
Packaging Substrate / Materials: Pulp
Printing Process: Digital Printing
This project is an unlikely innovation at the intersection of technology, design and… you guessed it: eggs.
Problem: Happy Egg redesigned their package. A risky move for any CPG brand. Solution: Make people take notice of the new package, and make them engage with it with AR.
Happy Egg and Australian street artist BROLGA have created the first gamified AR egg carton. For those who wander into the fantastical Happy Island world, they can reward their curiosity with real life surprises ($50k of goodies) hidden in the gameplay.
This is the first time an egg brand has invested in delighting their consumers with a AR gaming package experience with real life surprises hidden within the game.