THE HILL by Energy BBDO Chicago for Quaker

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Industry Breakfast Cereals & Flakes
Media Film
Market United States
Agency Energy BBDO Chicago
Director Reynald Gresset
Creative Director Rick Hamann
Art Director Jimmy Dietzen
Copywriter Bowen Mendelson
Producer Michael Sagol
Account Supervisor Chris Reed
Editor Rick Lawley At The Whitehouse
Released March 2013

Credits & Description

Advertiser: QUAKER
Category: Sweet Foods & Snacks
Advertising campaign: THE HILL
Animation: Kevin Culhane
Agency Producer: Agency Producer Adina Birnbaum
Producer: Michael Sagol
Music: Mitch Davis
Director: Reynald Gresset
Creative Director: Rick Hamann
Editor: Rick Lawley
Planner: Sean Girardin
Post Production: Vitamin Pictures
Account Supervisor: Chris Reed
Director Of Photography: Damien Morisot
Chief Creative Officer: Dan Fietsam
Copywriter: Bowen Mendelson
Post Production: Eight Vfx
Art Director: Jimmy Dietzen
Agency Producer: Vp Executive Producer John Pratt
Editing Company: Whitehouse Post
Sound Design/Arrangement: Zach Goheen

Brief Explanation
In 2012, Quaker made the decision to shake the dust off their 135-year-old brand. Our task was to create a campaign that contemporized Quaker and broke through the clutter to get the attention of modern moms throughout North America. The “Quaker Up” campaign made an immediate impact by looking and behaving very differently from anything else in the category. Rather than focusing solely on the characteristics of the food, the campaign is focused on the result of the product; it’s ability to fuel families’ every day adventures. The first spot to air, “The Hill,” featured a little boy eating Quaker Oatmeal, and then riding his bike up his neighborhood hill. However, through his eyes we see the task seems as daunting as climbing a mountain. The second spot, “The Lake,” featured a little girl fueling up with a Quaker Chewy Bar, then swimming to a pontoon in a lake. Yet, from her perspective it felt as challenging as swimming across a vast ocean.