Nestle Cereal #cereallift
1.5 million Facebook video views in 3 days.
When I started working on this brief my main objective was to create something unexpected in an every day environment that could be captured and seeded via social media channels. I really wanted to put a smile on peoples faces and create a PR stunt that was fun, not serious.
We had a lot of serious facts and figures about the importance of eating breakfast and I wanted to avoid creating a statistical campaign that ear bashed the public. But create something that people walked away feeling positive about.
The thinking behind the call to action ‘ Have you had your Cereal Lift today?’ was really interesting. A third of UK adults don’t eat breakfast which means you effectively run on empty which isn’t good for your over all mood. We set out to boost the moods of Londoners, on a dreary Wednesday morning in Waterloo station.
The thinking behind the call to action ‘ Have you had your Cereal Lift today?’ was really interesting. A third of UK adults don’t eat breakfast which means you effectively run on empty which isn’t good for your over all mood. We set out to boost the moods of Londoners, on a dreary Wednesday morning in Waterloo station.
By working with Sean Alexander (illusionist) we could create a literal Cereal Lift illusion that stopped people and made them laugh and smile. It was great fun to work with Sean who knew exactly what we wanted to achieve and his manor with the public was fantastic and really added to the unexpected elements of the day. Everyone walked away with a bowl of cereal of choice so they could also experience a bit of a lift to their morning, maybe not as bigger lift as Seans though.
The fact that this actually got pulled off is my favourite part. As an Art Director you can find yourself coming up with some pretty mental ideas and often being shot down or being given the crazy eye by someone. I remember pitching this concept to Nestle and turning to Nadia (Junior Account Director) before we presented it and saying ‘they are either going to think we are crazy ..or they will love it’. However the clients we worked with on this project where fantastic and totally got behind the concept, even suggesting that maybe the samples we hand out could float! This made the whole creative process fun from start to finish and we ended up with something that was a great joy to be part of.
The results where also amazing, as the client wanted the video to be watched at least a few thousand times via Facebook. However the video was watched 1.5 million times in 3 days.
