CAMPAIGN: What’s Your Mountain? Digital

Agency: Grey Canada/BirthPlace
My Project Role: Lead Art Direction, design, UX

Executive Creative Director: Patrick Scissons
CD / Copy Writer: James Ansley
Copy/Social Content Writers: Dave Barber, Marshneill Abraham
ACD / Art Director: Todd Lawson
Designers: Todd Lawson, Richard Dao
Director of Technology John Breton
Developer: Daryl Brewer
Digital Producer: Jay Gammy

A few select screen from the digital side 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?”

This Facebook Launch contest was promoted with Content posts, Online preroll and digital advertising units and was accompanied television, 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.

Additionally the campaign look and feel was accompanied by the development of a full asset library and Brand Guidelines booklet for all partner agencies to use to help ensure a consistency.

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