Silver
Audio & Radio
Foods
| Entrant: | Leo Burnett Chicago, Chicago |
| Brand: | Special K |
| Title: | "How to Feed Your Human: Batteries" |
| Corporate Name of Client: | 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 |
| Casting Company Senior Brand Manager: | Shannon Steiner |
| Media Company: | Starcom |
| Client Company: | WK Kellogg Company |
| Media Company SVP Director Investment: | Meredith Bivens |
| Media Company VP Investment: | DeAnna Davies |
| Media Company Associate Director Investment: | Kristina Cervantes |
| Media Company Associate Director, Client Management: | Carrie Chase |
| Media Company EVP Director: | Brooke McCaughrin |
| Media Company SVP Group Director: | Cristina Torres |
| Media Company Associate Director: | Alison Dec |
| Media Company VP Strategist: | Elyssa Rossetti Gibbons |
| Media Company Supervisor: | Alexis Genge |
| 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 Retter/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 Business Directors: | Michael Shanahan/Courtney Novotny/Dana Willis |
| Agency Account Executive: | Amber Mekled |
| Agency EVP Group Account Director: | Chris Bergen |
| Agency Account Director: | Carly Richter |
| Sound Design Company Managing Director: | Tim Konn |
| Sound Design Company: | Another Country |
| 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:
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.