They Are Among Us.
Wildcard-winning concept for Lunch Bar.
A Strange Pattern
Have you noticed the rise in alien sightings lately? Strange lights, shaky videos, blurry shapes — everyone has an opinion. We looked at those sightings too. But instead of asking 'Are aliens real?', we found a far stranger question: Why do the sightings always seem to line up with Lunch Bar moments? Once we laid out the evidence… it stopped looking random.
Lunch Bar wanted a playful, nostalgic idea that felt unmistakably South African — something bold, unexpected, and full of character. During concept discussions, someone said: 'We're not saving lives — we're selling chocolate.' That one line opened the entire creative universe. It gave us permission to explore something… utterly out of this world.
Lunch Bar is not just a chocolate bar. It is a cultural moment linked to joy, randomness, chaos, and the obvious days. We mapped decades of Lunch Bar history — and found a wild pattern.
The Evidence
The Idea
What if alien sightings were not random at all? What if every UFO incident was tied to a Lunch Bar moment — past or present? A conspiracy. A cultural myth. A playful reframe that made the brand feel bigger, stranger, and fun again. Lunch Bar: Much, Much, More Than a Coincidence. This became the foundation of the wildcard-winning concept.
Building the World
We created a character to hold the entire story together: Lucas The Loony Lunch Bar Man Sithole — a conspiracy theorist who has been tracking Lunch Bar–related alien activity for decades. His world is made of newspaper cutouts, VHS tapes, wrappers pinned with red string, scribbled theories, and evidence from every era. From this one character, the campaign gained endless direction — TVC, social, activations, and playful brand storytelling.
The Social Rollout
TVC — The Exposé
Lucas unveils decades of evidence.
TVC — The Interview
A media tour of madness: talk shows, podcasts, reactions.
Social Mystery
Daily evidence drops, fan theories, then a disappearance.
In-Store + OOH
Clues hidden on wrappers, posters, and unexpected activation touchpoints.
AR / Tech Layer
Scan your wrapper → track alien activity → share sightings → unlock surprises.
Brand Universe
All aligned with Lunch Bar fun, chaotic brand universe.
My Role
After the Wildcard win, I was moved to Coca-Cola. The production phase was handled by the team that took over — but the world, spark, and conceptual engine began here, during development.
Recognition
Wildcard Winner
1x Bronze Bookmark Award
This idea came from a simple "what if" — pitched the way Hollywood films are. What if alien sightings were linked to Lunch Bar's biggest moments? That one line unlocked everything.