Seagull Proof Chips
Hungry Jacks Australia

Developing idea’s and opportunities for summer campaign activity, Sarah Parris an Art Director, had a great thought - what if we created seagull repellent chip packets? Once I heard this, I jumped right on it. I knew it was a great idea, it just needed to be evolved through design and experimentation. To this day has been one of the most memorable projects I’ve had the privelege to work on. It was solving an actual problem while creating great ROI through innovative creativity. Love it.

Key Collaborators
Sarah Parris
Malcolm Caldwell
Ian Broekhizen

Lighting and alge changes it’s effect

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Process

Researching how sea bird eyes work
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1 Fovea
Used to orientate birds to the horizon, this is affected by the angular nature of the material.

2 Colour Receptors (Retina)
4 cones of receptors allow birds to see in a much wider spectrum. The holographic specularity disorientates this function.

Exploiting biology
Selecting the material combination that works best against the seagull eye’s evolution.

Concepts

lorem ipsum

MC Escher inspired
Tesselations

Results

$10 Million
worth of
PR value
in 1 week

20% sales
uplift in
participating
stores

89 news
stories
created

10 Million
people saw
campaign

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