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Entrant: Leo Burnett Chicago, Chicago
Brand: Special K
Title: "How to Feed Your Human: Interns"
Corporate Name of Client: WK Kellogg Company
Client Company: WK Kellogg Company
Client Company Chief Growth Officer: Doug Vandevelde
Casting Company Senior Marketing Director, Cereal: Sadie Garcia
Casting Company Brand Marketing Director: Barbara Meskin
Client Casting Company Senior Brand Manager : Shannon Steiner
Media Company: Starcom
Media Company SVP Director Investment: Meredith Bivens
Media Company VP Investment: DeAnna Davies
Media Company EVP Director: Brooke McCaughrin
Media Company Associate Director: Carrie Chase
Media Company Associate Director: Alison Dec
Media Company SVP Group Director: Cristina Torres
Media Company VP Strategist: Elyssa Rossetti Gibbons
Media Company Supervisor: Alexis Genge
Media Company Associate Director Investment : Kristina Cervantes
Media Company Associate Director Operations: Colleen Sullivan
Agency: Leo Burnett Chicago
Chief Creative Officer: Britt Nolan
Executive Creative Director: Mariana O’Kelly
Creative Directors: Tammy Rette/ Aaron Pendleton
Associate Creative Directors: Madeline Reusch/Kurt Monette
Agency Head of Production: Ashley Geisheker
Agency Executive Producer: Will St. Clair
Agency Senior Producer: Beth Dolnick
Agency EVP Group Account Director : Chris Bergen
Agency Business Directors: Michael Shanahan/Courtney Novotny/Dana Willis
Agency Account Executive: Amber Mekled
Agency Account Director: Carly Richter
Sound Design Company: Another Country
Sound Design Company Managing Director: Tim Konn
Sound Design Executive Producer: Louise Rider
Sound Design Producer: Josh Hunnicutt
Sound Mixers: Peter Erazmus/Jordan Stalling
Sound Design Companies Audio Assistant: Brett Rossiter/Lucas Hansa

Description:
Interest in aliens and UFOs is peaking recently after government revelations have brought legitimacy to the topic.

There’s a renewed interest in contact with extraterrestrials. We leveraged this craze in an unexpected way, from an unexpected source, talking about vitamins and minerals in a very unexpected way.

These audio scripts answer the simple brief of “showcase Special K’s vitamins and minerals” by not talking to human beings at all.

We instead pitch the product to aliens as “human fuel” - a twist on the benefits of Special K’s nutrients.

So, we crafted proposals to convince aliens to keep us alive, healthy, and useful to them by feeding us human fuel: Special K Cereal.

We fully leaned into the creative narrative that this work was actually made only for aliens to hear - broadcasting only in Roswell, New Mexico near Area 51. The result for any humans that did hear only strengthened the interest and authenticity of our tactic.