Integrated Media Campaign
Entrant:
Ogilvy & Mather,
Toronto
"New" Diamond Shreddies
Credits 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 Typographer: Redworks 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.