Special K Design & Branding WHAT WILL YOU GAIN WHEN YOU LOSE? by Leo Burnett Chicago

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Industry Breakfast Cereals & Flakes
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Creative Director Mylene Pollock
Art Director Jason Mckean, Katharine Walker
Copywriter Julie Karnes, Jane Koh
Illustrator James Joyce, Nomoco
Released December 2010

Credits & Description

Category: Illustration
Advertiser: KELLOGG'S
Product/Service: SPECIAL K CEREAL
Date of First Appearance: Dec 20 2010
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Mylene Pollock (Leo Burnett Chicago)
Art Director: Jason McKean (Leo Burnett Chicago)
Art Director: Katharine Walker (Leo Burnett Chicago)
Agency Producer: Adine Becker (Leo Burnett Chicago)
Print Producer: David Eldred (Mundocom)
Copywriter: Julie Karnes (Leo Burnett Chicago)
Copywriter: Jane Koh (Leo Burnett Chicago)
Illustrator: Nomoco
Illustrator: James Joyce
Account Director: Jason Kim (Leo Burnett Chicago)
Account Director: Shelley Willems (Leo Burnett Chicago)
Media placement: Posters - Placed Along The Streets Of New York Near And In Times Square - December 20, 2010

Describe the brief from the client
Every year during the holidays, women gain weight indulging in seasonal festivities. Obviously, this is a setback for women. Our objective was to inspire them to get back on track and regain their confidence by taking the Special K challenge.

Describe the challenges and key objectives
Starting in January, women are anxious to start the year off right and lose any extra weight they’ve gained over the holidays. They’re highly receptive to weight-management solutions but the competitive presence is overwhelming. We broke through the clutter by changing the weight loss conversation. Instead of talking about the pounds women could lose, we focused on the emotional gains they would achieve when reaching their goal.

Describe how you arrived at the final design
We illustrated some of the positive emotions that come with managing one’s weight successfully—confidence, sass, joy and triumph.

Give some indication of how successful the outcome was in the market
Despite a declining category, sales for Special K increased by 2.8% over the previous year, which resulted in the highest share of the category in the brand’s history.