Integrated Media Campaign
Ogilvy & Mather,
"New" Diamond Shreddies
Media Type: Digital Media, Package Design, Poster & Outdoor, Print,Television/Cinema
URL Address: http://www.diamondshreddies.ca/
Corporate Name of Client: Kraft Canada Inc.
Agency: Ogilvy & Mather, Toronto
Chief Creative Officers: Agency: Janet Kestin/Nancy Vonk Interactive: Carlos Garavito
Copywriters: Hunter Somerville/Tim Piper/Jane Murray/Jen Durning
Art Directors: Integrated: Ivan Pols Interactive:Liz Kis/Ron Gligic/Flavio Viana
Photographer: Robyn Vickers
Agency Producers: TV: Shenny Jaffer/Terry Kavanagh Print: Chris Rozak
Production Company: TV: OPC, Toronto; Virals: AVH live communications, Toronto
Producers: Tara Handley for TV/Al Good for Virals
Director: Michael Downing
Sound Design Company: Vapor Music, Toronto
Editor: Alison Gordon
Clients: Jennifer Hutchinson/Mangala D'sa/Jordon Fietje
Basic description of the project:
For 68 years, Shreddies cereal remained the same: Wheat Squares. And that’s what Canadians thought of the Shreddies personality: Square. To make Shreddies relevant again. we hired a team of the world’s leading Designtists. They helped us create a Shreddie that was not only more aesthetically pleasing but also triggered taste buds with greater efficiency. Together, we created the Diamond Shreddie!
We promoted this breakthrough advance in cereal technology through viral videos, television, a website, outdoor, print, and a package redesign.