Post Shredded Wheat was nearing market extinction. Not surprising, since its been the same one ingredient since 1893. (Shredded.) After a year of testing and research, the client concluded what they had on the table was boring. Hooray! The agency was asked to quickly create a new campaign that would create buzz and get people at least talking about Post Shredded Wheat again. We were asked to utilise print, so we created a brand story and entertaining characters so the print would lead to on-line viewing. INSIGHT: Shredded wheat is just one ingredient, which already comes with vitamins, fiber and minerals. It doesnt need any artificial add-ons or plug-ins. So its the view of Shredded Wheat that, when it comes to food in particular, progress is overrated. Shredded Wheat puts the No in innovation. Give some idea of how successful this campaign/entry was with both client and consumer: At the time of the launch, Post switched distribution companies to a distributor that missed critical delivery deadlines, making the product hard to find. Sales, however, remained steady - good news considering the situation, which would normally result in significant decline. At the time, media outlets were focused on the negative complexities of our world (finance, housing, bail outs, etc). The idea of a product that put the no in innovation was a huge hit. The goal to get people talking about Shredded Wheat succeeded big time. Blogs wrote about the full-page ad and TVC. People asked for We Put The No In Innovation posters. Comments on Frank Druffels Facebook and YouTube channels were so over-the-top in praise of the campaign, many people accused us of scam comments. But nothing need to be made up. Like Frank Druffel, we kept out of the way of a great idea. Describe how the campaign/entry was launched and executed across each channel in the order of implementation. Utilizing an existing print buy, we ran full-page ads in the NY Times and WSJ of Frank Druffels (the fictional boss) Open letter on progress - A tongue in cheek letter outlining how progress ruined the economy, the environment, past civilizations and, of course, food. A 60 second TV rant from Frank Druffel launched on 60 minutes and Meet the Press, while we launched the first of five on-line films, which told a bigger story about what goes on in a company striving to underachieve. In the fictional web series, we see Frank Druffel put "the 'no' in innovation" any way he can. More print and on-line episodes were released and were a huge hit with the target audience. Frank was too; his Facebook page was constantly bombarded with praise, employment requests and encouragement to run for president. We had succeeded in turning their biggest problem into their product benefit.
Agency: OGILVY & MATHER New York, USA Creative Director, Director, Copywriter: Tim Piper (Ogilvy NY) Copywriter: Tom Elia (Ogilvy NY) Art Director: Zach Korman (Ogilvy NY) Producer: Lisa Goore (Ogilvy NY) Managing Director: Jennifer Ogden (Ogilvy NY) Executive Marketing Director: Amy Starkman (Ogilvy NY) Marketing Director: John Campanella (Ogilvy NY) Account Coordinator: Beth Kaplan (Ogilvy NY) Planner: Kathleen Pascual (Ogilvy NY) Executive Producer: Holly Vega (Biscuit Filmworks) Executive Producer: Shawn Lacy (Biscuit Filmworks) Producer: Tracy Broaddus (Biscuit Filmworks) Director of Photography: Linus Sandgren () First Assistant Director: Steve Carmendy () Editor: Paul Kelly (Beast) Assistant Editor: Eddie Maldonado (Beast) Coloring: (Nice Shoes) Sound: (Color) Composer: Matthew Kajcienski (Dream Artists Studios) Music: Paul Kelly (Dream Artists Studios)via www.coloribus.com