THAYERS ‘What the F*** is a toner?!’ Pop-Up

We worked with experiential agency Backlash to create this striking summer pop-up for natural beauty brand THAYERS. The brand had recently rebranded and were looking to reach a younger target audience. The pop-up featured large graphic photo opp walls, a sample bin that looks like the toner bottle’s lid and an iconic red telephone box. Visitors were invited to dial 1847 (the year the THAYERS was founded) and ask ‘WTF i s a toner?!’ inside the phonebox. A recorded message would then answer with an explanation and a sample of THAYERS Toner was posted to the caller via someone concealed in a hidden compartment within the phonebox.