Grape-Nuts The Odds
Posted on April 14, 2014
Agency: Grey Canada
My Project Role: Lead Art Direction, Concept
Executive Creative Director: Patrick Scissons
CD / Copy Writer: James Ansley
ACD / Art Director: Todd Lawson
Director: Jonathan Bensimon
Producer: Sam Benson
Production Co.: Spy Films
The Odds 60Sec Film Featuring Sean Swarner. Building on year one of the Grape-Nuts What’s Your Mountain? campaign we took the brand from the Everest Hillary story to modern American mountain climber – Sean Swarner. Sean story is an amazing testament to achieving your goals and conquering your mountains. In Sean’s case those mountains are both physical and metaphorical.
Sean is the first Two-time cancer survivor to conquer Mt. Everest…followed by all seven summits (the highest peak on each continent) and the iron man. To bring his story to life we decided to visually show him beating such amazing odds.
Filmed in warehouse in north Toronto – almost all of the environment was crafted in post. We created a custom treadmill that was made to lift up and down and adjust speed as a physical manifestation of his journey to the top of his personal mountain as he remembers all his trials (brought to life in floating holograms using archive footage and stock imagery.
The Ultimate Summit Contest and Microsite
The work was packaged with a contest and microsite for a consumer to join Sean as he summits Mt. Kilimanjaro in Africa (a peak he has been to the top of over 8 times.) which included two 15 second more traditional cereal pre-roll videos.
Pre-roll was supported with seeding of the 60 second film, multiple display banner units, social calendar postings, paid social media and PR: