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Ron Gligic/Liz Kis/Flavio Viana, art directors
Jane Murray/Tim Piper/Hunter Somerville, writers
Jen Durning, interactive writer
Ivan Pols, associate creative director
Carlos Garavito, interactive creative director
Janet Kestin/Nancy Vonk, chief creative officers
Alison Gordon, editor
Andre Pienaar, director of photography
Robyn Vickers, photographer
Samantha Ferguson, illustrator
Tyson Beisel, visual effects artist
Michael Downing, director
Ivan Pols/Hunter Somerville, video directors
Mike Rowland, sound designer
Shenny Jaffer/Trish Kavanagh/Chris Rozak, agency producers
Al Good/Tara Handley, production company producers
Relish Interactive, digital effects company/post-production company
AVH Live Communications/OPC, production companies
Vapor Music, music company
Ogilvy & Mather Toronto, ad agency
Kraft Canada Inc., client

Research told us that Canadians loved simple, square wheat Shreddies but they had forgotten about them; not a total shock given that there'd been no advertising since 2002. The category had changed dramatically with a proliferation of new products and highly successful line extensions from powerhouse brands like Special K, All Bran and Mini Wheats. Ironically consumers conveyed that they loved their Shreddies just the way they were; our real challenge was that we were just not top of mind. To make people think about Shreddies again became our mission. A summer intern had this idea: Diamond Shreddies! New! We created a fake line extension—Shreddies turned 45 degrees. We served up this 'new' product by being authentic to the conventions of a Post new product launch. A communications plan was implemented with a straight face. TV, print, outdoor, Web site, pack redesign and PR were implemented to draw people into the campaign. TV drove to diamondshreddies.com for recipes, win a diamond contest, an interactive game and videos of actual focus groups testing the product using a comedian as the moderator. (The participants were great sports about it; fifteen of sixteen agreed to end up in Web and TV). At shelf, startled shoppers found Diamond Shreddies. These limited edition boxes sold out in two months (quantities were expected to last for four). A huge debate ensued (is it a joke or not?) with endless blog postings, rants and parodies on YouTube, and national press coverage. A fan even put 'the last square Shreddie' for sale on eBay (slightly damaged). Sales lifted dramatically. The campaign won a Grand Clio. We hired the intern. And everyone lived happily ever after.


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