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KELLOGG'S SPECIAL K: PARK BENCH

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	View this advert Download high resolution version
Released:	October 2002
Advertiser:	KELLOGG'S
Agency:	MICHAEL CONRAD & LEO BURNETT
Country:	Germany
Category:	Confectionery & snacks

Credits & Description:

PARK BENCH

KELLOGG COMPANY

KELLOGG'S SPECIAL K

Advertising Agency: MICHAEL CONRAD & LEO BURNETT, Frankfurt, GERMANY

Date Of 1st Implementation: 15/10/2002

Advertising Agency: MICHAEL CONRAD & LEO BURNETT, Frankfurt, GERMANY

Name Company Position

Andreas Heinzel Mc & Lb Creative Director

Peter Steger Mc & Lb Creative Director

Alexander Michaelopoulos Mc & Lb Art Director

Anne Hampel Mc & Lb Copywriter

Christian Conrad Kellogg Company Advertiser

Andreas Heinzel MC & LB Creative Director

Peter Steger MC & LB Creative Director

Alexander Michaelopoulos MC & LB Art Director

Anne Hampel MC & LB Copywriter

Christian Conrad Kellogg Company Advertiser

What contribution did the media team make to this idea?

This idea originated in the creative team.

What makes this submission special? Why is a great idea in its context? Why should it be a winner?

The medium demonstrates what could happen, in case one is not using the product. This is shown in a

surprising way to those sitting down on the bench as well as to those passing by.

What makes this medium special is that it is not an apparent advertising medium, for it reveals its real

identity just in the very moment, one sits down on it.

It should be a winner for two reasons: It’s a perfect demonstration for a product benefit you usually can’t

demonstrate. And of course because a park bench is a never-used-before media.

Communication Goals

To convince people, that it is high time for a 99% fat-free diet even for them.

The commercial titled PARK BENCH was done by MICHAEL CONRAD & LEO BURNETT advertising agency for KELLOGG'S company in Germany. It was released in the October 2002. Business sector is Confectionery & snacks.