Nutri-Grain - " Unstoppable Stories/Andy Hensel"

J. Walter Thompson Sydney

J. Walter Thompson Sydney Sydney, Australia

Премии

13777

Бренд: Nutri-Grain
Страна: Australia

Рекламодатель: Kellogg's

Заголовок	Unstoppable Stories/Andy Hensel
Агентство	J. Walter Thompson Sydney
Кампания	Nutri-Grain Presents Unstoppable
Рекламодатель	Kellogg's
Бренд	Nutri-Grain
Дата первой трансляции/Публикации	2015
философия	This content led brand platform has been created as part of a repositioning for this iconic Kellogg’s brand, designed to inspire teens to live unstoppable lives. It heroes young role models, who are a living demonstration of the brand belief that the only limits in life are those you put on yourself. This film features Andy Hensel an FMX rider who had the courage, strength and determination to come back from a jail sentence and an accident that left him paralysed. Kellogg’s Nutri-Grain is an iconic $65 million Aussie brand – but was fast losing relevance and thus suffering a serious decline in sales and brand equity. The brand had been built on its connection to another Australian icon: Surf Lifesaving through years of Surf Ironman sponsorship and a communication promise that Nutri-Grain ‘turns you into an ironman’.Unfortunately this association had lost appeal with today’s teens seeing these niche sportsmen as loner gym junkies lacking role model qualities. Consumer trends were also challenging, with a decline in cereal eating and aggressive competitors introducing on-the-go liquid breakfasts aimed at teens. There was however a cultural shift we could tap into: our Gen z digital native teen audience were living in an always-on world. And they were struggling to keep up. Suffering social jetlag physically from late nights online and emotional challenges from keeping up in a high paced high expectation world. Nutri-Grain could help – fueling them to live the life they wanted to live - an unstoppable 24/7 life. This content platform forms the heart of a long term repositioning and campaign to encourage teens to live unstoppable.
Тип медиа	Телевидение
Длина	139 seconds
roduction Company	Finch
Специалист по работе с заказчиками	Jessica Mitchell
PR/Marketing	Liquid Ideas
Медиа-агентство	Mindshare Australia
Главный креативный директор	Matt Eastwood
Исполнительный креативный директор	Simon Langley
Ассоциированный креативный директор	Will Edwards
Ассоциированный креативный директор	Chris Badger
Копирайтер	Will Edwards
Продюсер агентства	Amanda Slatyer
Директор	Chris Nelius
Исполнительный продюсер	Michael Hilliard
Исполнительный продюсер	Karen Bryson
Линейный продюсер	Emma Thompson
Оператор-постановщик	Tim Tregoing
Редактор	Rodrigo Balart
Музыкальная компания / Композитор	Smith and Western
Музыкальный продюсер	Dan Higson
Музыкальный аранжировщик	Dan Higson
Композитор	Dan Higson
Директор рабочей группы клиента	Fiona Wilson