Nutri-Grain - " Unstoppable Stories/Andy Hensel"

J. Walter Thompson Sydney

J. Walter Thompson Sydney Sydney, Australia

Premios

13796

Marca: Nutri-Grain
País: Australia

Anunciante: Kellogg's

Título	Unstoppable Stories/Andy Hensel
Agencia	J. Walter Thompson Sydney
Campaña	Nutri-Grain Presents Unstoppable
Anunciante	Kellogg's
Marca	Nutri-Grain
Fecha de primera difusión/publicación	2015
Filosofía	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.
Medio	Televisión
Duración	139 seconds
roduction Company	Finch
Responsable de cuentas de agencia	Jessica Mitchell
PR/Marketing	Liquid Ideas
Media Agency	Mindshare Australia
Responsable de la creación	Matt Eastwood
Director ejecutivo de creación	Simon Langley
Director creativo adjunto	Will Edwards
Director creativo adjunto	Chris Badger
Responsable de conceptos / redactor	Will Edwards
Productor de la agencia	Amanda Slatyer
Realizador	Chris Nelius
Productor ejecutivo	Michael Hilliard
Productor ejecutivo	Karen Bryson
Productor delegado	Emma Thompson
Director de fotografía	Tim Tregoing
Montador	Rodrigo Balart
Producción musical	Smith and Western
Music Producer	Dan Higson
Arreglista	Dan Higson
Compositor de música	Dan Higson
Director de cuentas	Fiona Wilson