Cannes honors Cheerios with four Lions
Cheerios took home some big wins at the recent Cannes Lions International Festival of Creativity.
The team and their partners earned a Gold Lion in the Media category, along with Mindshare and Ketchum, for a Honey Nut Cheerios promotion on last year’s Amazon Prime Day.
Cheerios also won three Bronze Lions in the Film Craft category for the animated “Right on Tracks” series of videos from 72andSunny, Nexus Studios, Nous Vous and songwriter Walter Martin.
“The Cannes Lions have championed creativity in the marketing industry for more than 65 years and winning a Lion is a proud moment for all of us,” says Ivan Pollard, global chief marketing officer.
Gold Lion – Media
The “Hacking Prime Day” campaign involved an offer on Amazon.com that gave away a free box of Honey Nut Cheerios to everyone who spent more than $40 on Amazon Prime Day.
“Hacking Prime Day was recognized for being a really innovative way to use different types of media to get your brand out there and build your brand in a digital world,” says Liz Mascolo, business unit director, Cereal.
Bronze Lions – Film Craft
The Right on Tracks animated shorts and songs were aimed at helping parents, guardians and teachers spark conversations with children and students around empathy, inclusion and kindness. This global recognition symbolizes Cheerios’ mission to make the good go round.
“It was great to be recognized for this on a global scale because it was really a passion project to help put positive energy into the world. It came from the purpose of Cheerios,” says Mascolo.
“The Cheerios brand and Brand Experience teams have done a remarkable job of bringing the Good Goes Round idea to life in creative and innovative ways, literally generating millions of acts of good, that help us grow the business and bring more good to the world,” adds Brad Hiranaga, vice president, Brand Experience, for our North America Retail segment.
The project was led by 72andSunny. The animated shorts feature 98 puppets, designed by Nous Vous and brought to life by puppet and modelmaker Andy Gent, and animated by Nexus Studios (directed by Johnny Kelly). The songs were written, composed and performed by Walter Martin.
You can see how they all made Right on Tracks happen, in a behind-the-scenes video on the Nexus Studios website (scroll to the bottom of the page).
The creative team didn’t initially think of using puppets for the project, but after considering both 3D animation and stop motion, they decided it was the right fit.
“Puppetry felt like the perfect medium for capturing the fun of Walter’s songs,” says Johnny Kelly, director, Nexus Studios.
After the launch of Right on Tracks, Adweek compared the campaign to “Schoolhouse Rock,” the popular television series in the 1970s with educational themes for children.
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