Stimulate Surprise is a rebranding of a laver bread product by a New York advertising agency, Sid Lee. The product named “Bafa Lafwr” (laver bread in Welsh), provokes an exotic aura of Wales. Handmade marbled packaging simultaneously echoes imagery of the sea and the intricacy of seaweed farming techniques. With this ‘presentation deck’, Dan Rees tries “to persuade the majority of people to re-imagine something that they think of as ‘slime’ instead as a food that they should happily eat with their dinner.”