Japanese candy brand Hi-Chew launched its first mobile sampling tour during the summer of 2013 hitting 13 markets over a span of 16 weeks. Transportation consisted of a 19’ fully customized Airstream trailer, stopping at action sports events and local millennial hot spots to interact with consumers and share Hi-Chew.
Once the tour ended matchaction wanted to create a program recap book that would stand out and capture the nature of the tour. We decided on a pop-up book that told the story of the Hi-Chew tour with dynamic images popping off the page. In the end we created 6 hand-assembled pop-up books with a custom laser-etched wood cover.