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Packaging gives stunt a snowball’s chance

To highlight its creative chops, this Minnesota ad agency set up an interactive experience at the 2018 Minneapolis SuperBowl. The package made it possible to give visitors a taste of the host city’s local flair.

Snowball package
Snowball package

Minneapolis-based digital ad agency space150 builds creative branding strategies for Fortune 500 consumer brands like Nike. To keep its creative claws sharpened for such boundary-pushing clients, it occasionally does projects solely for the sake of showcasing its ability to innovate. With the 2018 SuperBowl in its backyard, Creative Director Brock Davis challenged his team to work on one of these projects to make a Twin Cities memory for out-of-town visitors.

β€œSeveral of us came up with the idea of a vending machine selling snowballs, which we thought were pretty characteristically Minnesota,” says Matt Hunstad, Producer at space150. β€œWe presented the idea, got buy in, and went about making it a reality.”

Snow, they had no shortage of. And a vending machine wasn’t hard to come by, refurbish, and reskin to be consumer-ready. But the ability to distribute the snowball contentβ€”intactβ€”was the real trick. The package seal was an immediate hurdle, as a soaked-through suitcase or purse would result in a bad experience. Originally, the company considered cellophane, but the round snowball shape kept the team’s mind drifting to sleeves of tennis balls in a clear package. Hunstad took to Google.

β€œI was finding a lot of things that would potentially work, but most of it was from China and we only had a week or two to turn this around,” he says. β€œI stumbled across Milacron’s Klear Can, reached out, and I was lucky enough to get a call back. We had a sample shipped to us and it was the perfect size and shape, so we designed some stickers for it. It ended up being ideal for our setup.”

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