OK, the idea came from the UK, but J.Walter Thompson Sydney has created the most irresistible My Perfect Bowl campaign for Kellogg’s possible. Australia has a mermaid, a State gymnastics team, a bikie…and a grandpa with an irrepressible twinkle in his eye.
The documentary-style ads feature ten groups of real families and friends, all genuine Kellogg’s fans, debating their version of perfect. The testimonials are unscripted. Their perfect Kellogg’s breakfasts as varied as the Aussies they represent. Clearly, there are mysterious and wonderful ways to eat Kellogg’s. All the stories are true and, at times, touching.
The cast was found by reality TV casting agent, Lucky Price, who also casts The Block. He was engaged by J. Walter Thompson late last year to take to the street and social media to find true Kellogg’s fans who would allow a crew into their homes – and bowls.
Price commented, “To have the opportunity to apply a television approach to casting an advertising campaign is really exciting. From bikers to baristas, school teachers to surfers, you name it, we saw it. The quality of our submissions was incredible, the final cast was whittled down from almost seven thousand respondents.”
Sinead Roarty, creative director, J Walter Thompson, Sydney noted, “We wanted to show the genuine love Australians have for the brand, yet My Perfect Bowl isn’t just a campaign about cereal. It’s a portrait of contemporary Australia. Our goal was not only to find what unites and connects us, but also to celebrate how different and diverse we are.”
The campaign also aims to get Aussies talking about their kind of perfect bowl by encouraging fans to enter the debate using the hashtag, #perfectbowl.
Tamara Howe, Kellogg’s Marketing Director, Australia and New Zealand, added, “Everyone has their own way of enjoying their Kellogg’s cereal. Whether it’s the topping they put on or the time of day they have it, it’s their perfect bowl – and why mess with perfection? We wanted to ignite debate amongst fans while celebrating the simple, universal joy of having a perfect bowl of one of Australia’s most loved cereals.”
The 60-second TV is supported by 15-second spots and longer-form online content, social and packaging.
Creative and Strategy: J. Walter Thompson Sydney
Chief Creative Officer: Simon Langley
Creative Director: Sinead Roarty
Senior Creative & Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Group Account Director: Kyle Abshoff
Account Manager: Ellie Sutton
Head of Production: Jackie Archer
Production Company: Airbag
Director: Will Horne
DoP: Simon Ozolins
Editor: Ben Zemanek
Executive Producer: Alex Tizzard
Producer: Christine Tan
Casting: Lucky Price @ Lucky Break Creative
Post Production: Hogarth
Post Producer: Erin McGookin
Colourist: Fergus Rotherham
Online Artist: Heather Galvin
Music Studio: Song Zu Sydney
Composer: Ramesh Sathiah
Sound Designer: Abby Sie
Sound Producer: Jessica Bonney
Marketing Director ANZ: Tamara Howe
Portfolio Marketing Manager: Jeci David
Brand Manager: Derek Lau