Objective:
To inform current consumers of the health benefits of the cereal they already enjoy. As well, to change potential consumers’ preconceived notions about Shredded Wheat being your grandparents’ cereal.
(more…)
Objective:
To inform current consumers of the health benefits of the cereal they already enjoy. As well, to change potential consumers’ preconceived notions about Shredded Wheat being your grandparents’ cereal.
(more…)
One of many bloggers:
Read Erin Bury’s views on OgilvyOne’s social media campaign for Tassimo.
Thanks for the positive feedback Erin!
This December, a group of global leaders from 192 countries will converge in Copenhagen for the United Nations Climate Change Conference (COP15), one of the most critical environmental summits in recent history.
A large group of media, marketing, tech and creative partners realized that the COP15 event itself needed to be reintroduced to the world. “These things are very wonkish, very in-crowd and they often happen in far away places,” says Freya Williams, a member of the team who works at OgilvyEarth, the firm that led the strategy and creative executions. But if the group could use that far away-seeming city as part of the event’s brand, they felt they’d be able to give it some real-life heft and also create an aspirational place–a state of mind.
A simple play on words using hope and Copenhagen resulted in the creative idea to brand the event as Hopenhagen.
