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
Producers: Sam Benson
Filmed in Chile over 3 days (which included a helicopter ride up to 14,000 feet) – These spots were part of a national US relaunch of Grape-Nuts Cereal (the oldest manufactered cereal in America) and New Grape-Nuts Fit. The concept revolved around the fact that Sir Edmund Hillary – who was part of the first team to conquer Mount Everest in 1953 and one half of a climb team where were the first to summit – did so with Grape-Nuts in his pocket. In the 2013 – the anniversary of this achievement we launched with the messaging “If Grape-Nuts could help them reach the top of their mountain, just imagine what it can do for you. Grape-Nuts. What’s Your Mountain?”
Television was accompanied with online preroll and digital advertising units, instore, sampling, PR and social activations which told the story and asked consumers to tell us their mountains. From running their first 5k all the way to climbing a mountain.