Frosted Flakes Design & Branding PLANT A SEED - SEED PACKS by Leo Burnett Chicago

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Industry Breakfast Cereals & Flakes
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Per Robert Jacobson, Craig Barnard
Art Director Alex Esseveld, Blake Calovic, Anthony Cozzolino
Copywriter Christopher Giangreco, Kevin Moriarity
Designer Eing Omathikul
Released March 2009

Credits & Description

Category: Self Promotion
Advertiser: KELLOGG'S
Product/Service: FROSTED FLAKES
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: LEO BURNETT USA, Chicago, USA
Chief Creative Officer: John Condon (Leo Burnett)
Creative Director: Per Jacobson (Leo Burnett)
Creative Director: Craig Barnard (Leo Burnett)
Art Director: Anthony Cozzolino (Leo Burnett)
Art Director: Alex Esseveld (Leo Burnett)
Art Director: Blake Calovic (Leo Burnett)
Designer: Eing Omathikul (Leo Burnett)
Copywriter: Christopher Giangreco (Leo Burnett)
Copywriter: Kevin Moriarity (Leo Burnett)
Agency Producer: Rod Wilson (Leo Burnett)
Agency Producer: Mary Cheney (Leo Burnett)
Agency Producer: Alethya Luiselli (Leo Burnett)
Agency Producer: Christopher Cochrane (Leo Burnett)
Account Director: Robert Ferdman (Leo Burnett)
Account Director: Katie Miller (Leo Burnett)
Account Director: Rachel Winer (Leo Burnett)
Account Director: Cindy Maguire (Leo Burnett)
Account Director: Tenaya Britton (Leo Burnett)
Direct: Cedric Nicolas-Troyan (PSYOP)
Direct: Laurent Ledru (PSYOP)
Media placement: Seed Packs - Handed Out At Sporting Events - 15 March 2009

Describe the challenges and key objectives
Frosted Flakes made it our mission to rebuild run-down fields. But we needed moms’ help to choose the most-deserving ones. We needed to spread the word. Unique ambient Seed Packs would be handed out at sporting events. Print, OLM, Events and PR would create awareness and drive to, where moms could help decide which fields would be saved. Above all, we needed a design that could connect and bring all the different media channels to life. Plus it had to be unique enough to get moms interested, and relevant enough to keep them invested.

Describe the brief from the client

Frosted Flakes has always been about helping kids be their very best. But after years of successfully building a relationship with kids, we needed to solidify this position with moms. The insight was simple: moms recognise that local playing fields are the very places where their kids learn life lessons that help them grow and become better, stronger, happier people. So Frosted Flakes created the PLANT A SEED programme – rebuilding 30 local playing fields across the country to give kids great places to be their very best.

Describe how you arrived at the final design
Before any field can grow you need one thing: a seed. So we chose unique design elements by looking at actual vintage seed packs. But instead of the names and pictures of flowers, these packs featured pictures of children and the qualities that 'grow' in kids when they play sports: Confidence, Determination, Leadership, Perseverance, Courage, and Friendship. The very qualities that any mom would want their kids to have. The photography showed kids caught in real moments while playing sports. Not the clichéd homerun or game-winning-goal ones. But moments that would resonate most with moms: when their kids are trying hard, showing confidence and determination. Acting like leaders, teammates and friends. And being their very best.

Give some indication of how successful the outcome was in the market
3,400 fields were nominated, and over 1 million votes were cast at On the site, users averaged twelve page views and five minutes per visit. The programme took on a life of its own with massive online and real-world grass-roots efforts, user-generated content that flooded YouTube and Facebook, and dozens of regional newspaper articles appeared – all in support of individual local fields. Best of all, thousands of kids got new places to play, to grow, and to be their very best. And moms helped make it happen.