Stimulate Surprise is a rebranding of a laverbread product by a New York advertising agency, Sid Lee. The product named “Bara Lafwr” (laverbread 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 reimagine something that they think of as ‘slime’ instead as a food that they should happily eat with their dinner.”