PopUp Bagels: "A Hot Secret Worth Sharing." Campaign

We live in a world where everything wants our attention. Everything is over-advertised, over-produced, and over-shared. And the more something is pushed, the less special it feels.​ We remember the things we discover for ourselves and being "in the know" feels more meaningful than being marketed to. That’s why we created “A Hot Secret Worth Sharing” to explore how PopUp Bagels isn't advertised, it's passed between people. Discovery is the experience. Finding clues hidden in everyday moments. Participate in the experience and bringing someone else into the secret. This campaign creates a moment that people get to discover and bring someone into, not just to consume, but ultimately experience PopUp Bagels.

 

Project Contributors:

Hannah Wiedle (Me): Art/Creative Director, Motion/Video Designer, Copywriter, Designer: Washington Square Park Bagel Installation, Atlanta Beltline Bagel Installation, Reimagined PopUp Bagels paper bag, Reimagined PopUp Bagels napkin, Subway OOH “This is how a hot secret spreads.”

Sanika Rede: Copywriter, Designer: “Grip. Rip. Worth the trip.” Poster, “This hot secret spreads faster than schmear.” OOH

Durania Singh: Copywriter, Designer: Social Media Applications

Hannah Parrott: Photographer

Callie Harlan: Model

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Video Source Citations:

https://www.youtube.com/watch?v=SjC054oTpDU

https://www.youtube.com/watch?v=kL7FUX_fD68

https://www.youtube.com/watch?v=yPFaquFWLeQ&t=839s

https://www.youtube.com/watch?v=xb83Um074Ec&t=1s

https://www.youtube.com/watch?v=mjttGvpyChI

https://www.youtube.com/watch?v=J14FD3RCjHk

https://www.youtube.com/watch?v=0nwgApZYE9o

https://www.pexels.com/video/black-and-white-glitch-effect-8482843/

https://www.pexels.com/video/a-crowd-of-people-visiting-times-square-on-a-rainy-day-14755747/

https://www.pexels.com/video/vibrant-times-square-crowd-at-sunset-35769394/

https://www.pexels.com/video/electronic-billboard-at-night-5086609/