experiential campaign • art direction
To emotionally connect moms to Cheerios we created Moments of Good: unexpected, interactive pop-up events and experiences that reward those who are doing good in their local communities. Over 4 months we executed 8 moments, designed 42 gift tags, 38 stickers 8 giant checks and 1 Rube Goldberg machine. We fed hungry animals, created a garden for little tennis pros and planted flowers for bees. After all that it was clear that this campaign truly made good go round.
Silver Ex Award Winner • Silver Reggie Award Winner
Recap video featuring all of the Moments of Good throughout the campaign.
Louisburg High School Marching band used this money to play at the Rose Bowl Parade, something the school and band director had been working toward for years.
A Jacksonville animal rescue was asking for help after a hurricane hit their animal housing structure. The top thing on their list was Cheerios, so we made sure they had boxes to keep helping their community for years.
We didn’t just stop with spreading the good in person we also spread it in the media and on social feeds.
Consumers could track our moments of good as they spread across the country and watch each individual moment’s video.