Unstoppable
<Kelloggs>
A larger-than-life campaign that showed no obstacle is too great for world BMX champion Caroline Buchanan.
80% of Aussie teens may set goals, but only 20% achieve them. Nutri-Grain’s Unstoppable platform was created to encourage teenage boys to follow their dreams, by sharing stories of young men who had overcome massive obstacles with an unstoppable attitude.
For the 2020 campaign, we convinced the client it was time to lead with an unstoppable woman.
In 2017, Olympian racer Carolyn Buchanan suffered a car accident that almost took her life. Twelve surgeries later, she is back on her bike.
With a three-storey tall Nutri-Grain pack and giant props, we created the ultimate BMX track for Buchanan to smash, alongside Rhys Kember, an Australian Pro freestyler BMX rider. The supporting social campaign focused on how they both overcame adversity.
After a decade of cereal decline, the campaign smashed sales targets too.
The film.
Some more Kellogg’s ads: This NutriGrain Edge spot highlighted the wholesome ingredients in a cool way to appeal to teens – a group not often known for their love of healthy food.
Kellogg’s My Perfect Bowl sparked national debate on the ‘right’ way to eat cereal. Every Aussie enjoys their Kellogg’s cereal differently – whether it’s Colin who’s been a fan of Corn Flakes for 65 years, or Annie Mation, a drag queen who loves her Rice Bubbles after a late-night show. The documentary-style ads followed ten groups of real families and friends, all genuine Kellogg’s fans, debating their version of the perfect bowl of cereal. The campaign launched on Australia Day 2019 and picked up Gold in the Casting Guild of Australia Awards.
Teens love eating cereal as a snack. Rather than skirt around that consumer insight, we convinced Kellloggs to own it. We drew on the talents of YouTuber Simone Giertz, a content creator known for building useless machines, who has 2M+ subscribers. Her robots are put to work demonstrating how Kellogg’s Crunchy Nut and Froot Loops can be mixed with other ingredients to create surprisingly delicious snacks.
Project Links
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The Stable