For its latest campaign for the classic cereal Shreddies, Ogilvy & Mather, Toronto has tapped into two areas of advertising ripe for satire--the focus group and the oft-misguided (read: cheeseball
) attempts to update a classic brand.
The brief was simple: Make people think about Shreddies again. As this was the first campaign since a pair of creatives called the Perlorian Brothers
worked on the brand six years ago, the agency wanted to make a splash. The final idea, though, emerged from what some might call an agency creative Cinderella story. "It came from an exercise of redesigning the back of the cereal box," says chief creative officer Nancy Vonk. "We gave the task to a lowly summer intern Hunter Somerville. His joke idea--make the back look like the front of a new bogus product--was quickly seen as a bigger idea that could become a 360 campaign."