A year on from the initial launch of Quality Street recyclable paper wrappers, consumers were still confused and upset about the change in packaging. Tasked with reigniting brand love with an aging audience and engaging a younger generation we brought the ‘street’ to Quality Street and the ‘rap’ to paper (w)rappers by producing a music video with a national icon and legend of the rapping scene; England and Liverpool footballer, John Barnes. Taking cues from iconic moments in British and rap culture we subverted 90s nostalgia, tapping into Gen Z trends to deliver a key recycling messaging that the whole nation could get behind.