PLANT A SEED, 1 by Leo Burnett Chicago for Frosted Flakes

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PLANT A SEED, 1

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Director Cedric Nicolas-Troyan, Laurent Ledru - Psyop
Creative Director Per Robert Jacobson, Craig Barnard
Art Director Alex Esseveld, Blake Calovic, Anthony Cozzolino
Copywriter Christopher Giangreco, Kevin Moriarity
Designer Eing Omathikul
Released February 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: KELLOGG'S
Product/Service: FROSTED FLAKES CEREAL
Agency: LEO BURNETT
Date of First Appearance: Mar 15 2009 12:00AM
Entrant Company: LEO BURNETT, 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)
Director: Cedric Nicolas-Troyan (PSYOP)
Director: Laurent Ledru (PSYOP)
Media placement: Seed Packs - Handed Out At Sporting Events - 15 March 2009
Results and Effectiveness
• Millions flocked to FrostedFlakes.com• Average of 12 page views and 5 minutes per visit.• 3,400 fields nominated.• 100 finalists selected in first round of voting.• Programme took on a life of its own: Massive online and real-world grass-roots efforts, user-generated content flooded YouTube and Facebook, dozens of regional newspaper articles appeared - all in support of individual local fields.• Over a million votes were cast to determine the final 30 fields to be rebuilt.• Best of all, thousands of kids got new places to play, to grow, and to be their very best.
Creative Execution
• We created the Plant A Seed programme to give kids great places to be their very best. We would rebuild 30 community fields, but we needed moms’ help to nominate and pick out the most deserving ones.• We spread the word at sporting events with real Seed Packs that featured 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. This unique ambient media device created intrigue and drove moms to our Website: FrostedFlakes.com.• We used TV & Print (for mass awareness) and OLM (for targeted awareness) to drive moms to FrostedFlakes.com. • Events and PR were deployed to create national and local buzz.• At FrostedFlakes.com, moms found a rich environment – one that gave them an active role in deciding which fields would be saved.
Insights, Strategy & the Idea
Objective:After years of successfully building a relationship with kids, Frosted Flakes wanted to solidify its relationship with moms by helping kids be their very best.Insight:Communities all across America are facing tough financial decisions and local playing fields are in danger. Relevance: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 made it our mission to rebuild run-down fields.