Kellogg’s launches new Amazing Creations campaign via J. Walter Thompson, Sydney
Kellogg’s, in collaboration with J. Walter Thompson Sydney, is launching a series of new executions for the highly successful Amazing Creations Masterbrand campaign. Originally featuring YouTube legend Zach King, the campaign has seen a significant sales uplift for brands featured in above-the-line media since first launching in 2016.
Live this week, the new executions comprise 2x TVcs and one longform video, drawing on the talents of Simone Giertz, a YouTube content creator known for building useless machines, who has 900k+ subscribers. Her robots are put to work demonstrating how Kellogg’s Crunchy Nut and Froot Loops can be mixed with other ingredients to create surprisingly delicious snacks.
Giertz flew in from her native San Francisco, to work alongside the J. Walter Thompson team and PR agency Liquid Ideas to develop a myriad of content for social, digital and broadcast media.
Tamara Howe, Kellogg’s ANZ marketing director, said the campaign “is a huge opportunity to showcase how Kellogg’s cereals can be enjoyed outside the traditional breakfast occasion.
“By sharing fun and delicious snacking ideas with our foods we’re engaging with people who might not have considered using cereal in this way.”
Says Simon Langley, executive creative director, J. Walter Thompson ANZ: “Simone’s charming personality, and quirky sense of humour, combined with her highly entertaining snack machines are the perfect vehicle to help reframe cereal within the snacking space.”
The 2x TVCs will be seen on FTA and pay from this week, supported by 1x longform plus social video content and recipes, plus other supporting content.
Agency: J. Walter Thompson, Sydney
Executive Creative Director: Simon Langley
Creative Directors: Will Edwards, Chris Badger
Creatives: Will Edwards, Chris Badger, Anthony Campagna and Jari Kennedy
Senior Planner: Heather Morrison
Account Handling: CSD – Ana Lynch, SAD – Chris Wilson, AD – Jennie Esposito, AM – Ellie Sutton
Creative Production Director: Paul Friedman
Media Agency: Mindshare
PR Agency: Liquid Ideas
24 Comments
Speaking of useless things…
nice grade
What an embarrassing waste of money.
“Creative Production Director” hahaha what sort of credit is that.
Who was the production company?
This is fun. The kids will love it.
Sorry to burst your bubble guys.
Tic tac anyone?
think what that money could have been spent on – starting with a good campaign or fighting diabetes caused by sugary cereals
i’m down for this – good job guys.
More appropriation of Youtube stars. Are JWT not capable of producing anything original anymore?
It’s fun, messy, tasty and lively. Don’t read anything else into it. Target markets will love it. At least its not some worthy bullshit trying to tell ‘Mums’ how fruit loops are helping disabled children or something. Or some shit animated bird.
Hey CPD, steady on.
Im quite proud of that title. I have no idea what it means, but someone at JWT put it on a business card for me.
Kids will love it, would’ve been fun to shoot and it’s more entertaining than most cereal ads.
This is clever.
It’s a brave move to accept they are full of sugar, and to move their forever role of being a breakfast cereal to that of a sweet-treat-snack.
You might think it’s lame. But on any of your briefs…when have you re-framed a decades old category into something else? And convinced the client to make it?
In terms of the execution – kids will love it. And props for having a girl making weird stuff. Bet it works.
like the end frame
i like it
its content for youtube kids with youtubers in it
plus shes kinda cool
i like the end tage too
There are worse things to hate.
My only issue is that the short-form versions don’t exactly tell the viewer what the product is – it seems to be about creative combinations you put together yourself, not a packaged snack.
It must be hard balancing the creative, production and direction parts of the job?
@Like it ‘Brave’. Are you having a laugh? A brand as big as Kellogg’s could simply pivot and dominate the healthy breakfast market but they’re too arrogant to change the product!
This works. Great stuff, JWT!
Made me laugh. It’s better than the Zach King stuff. I like how the client is ok with smashing their product.
These are good! She is so likeable too.
Small brands can pivot.
A brand as big as Kellogg’s can’t.
That’s their problem.
… Not as good as peggy