Jack

Surreal

Surreal are no strangers to stirring up the concept of breakfast, with more creative ideas than you can shake a spoon at. The healthy cereal brand uses a mix of play and nostalgia, feeding on memories of in-box collectables, anthropomorphic-mascots and packaging-puzzles, to reinvent the idea of breakfast for adults.

Built on their belief of a playful mindset being a healthy one, we collaborated with Rock Soup Media on a creative build across two of our 48 sheets in Whitechapel that celebrated (loudly, with toy megaphones) the brands latest in-store ranging. A bespoke bench was installed at the foot of our site where the Surreal ‘sales team’ (who were secretly the co-founders) sat and handed out samples for those wandering passed. The world is serious enough – there’s no reason breakfast has to be.