Over the last couple of years, Wunderman Thompson has made Nutri-Grain synonymous with “unstoppable”. Unstoppable is quite an asset for a cereal that’s being bombarded by an array of mueslis and the promises of trending food fads.
Wunderman Thompson 2020 Unstoppable for Nutri-Grain features eight-time world BMX champion and two-time Olympian Caroline Buchanan, an athlete with unstoppable determination to overcome adversity, alongside Rhys Kember, an Australian Pro freestyler BMX rider.
As in past years, the full campaign includes 2 x 30- and 15- second spots live across TV and digital as well as long-form content.
Tamara Howe, director of marketing & corporate affairs at Kellogg’s ANZ, commented, “As a brand that speaks to the strength in overcoming adversity, it felt natural for us to have Caroline Buchanan on-board. Caroline’s story is filled with passion, grit and focused determination – a story that is synonymous with what Nutri-Grain stands for.”
Buchanan’s BMX career is a story of unstoppable drive. Beginning in 2003, the then 13-year-old’s family home was destroyed by the bushfires only leaving her with a bike and a handful of trophies. Powered by determination, she dominated the world in 2009 earning her a world championship title, followed by a further four mountain bike and three BMX titles. In 2017, Buchanan had to draw on her inner strength and courage yet again when an off-road accident threatened her career. 12 surgeries and 20 months of rehabilitation later, Buchanan is now back to the world stage and reading to compete in Tokyo’s 2020 Olympics.
To highlight the unstoppable athletic abilities of both riders, the campaign was filmed on a custom-made large-scale BMX track. Simon Langley, national chief creative officer at Wunderman Thompson explained, “We wanted to show Nutri-Grain’s brand message of ‘unstoppable’ in a larger than life way. With a three-story tall Nutri-Grain pack and cereal bowl, we created the ultimate BMX track for Buchanan and Kember, two athletes who embody an unstoppable attitude.”
Agency: Wunderman Thompson
National Chief Creative Officer: Simon Langley
Creative Director, Sydney: Sinead Roarty
Senior Creative: Chris Searle
Senior Producer: Gabe Hammond
Partner, Sydney: Ana Lynch
Engagement Lead: Chris Murphy
Engagement Manager: Rebekah O’Grady
Sound: Song Zu
Sound Design: Abby Sie
Music: Creative Director & Composer: Lance Gurisik
Production Company: Airbag
Director: Leo Woodhead
Executive Producer: Alex Tizzard
Producer: Jules Shelton
Client: Kellogg Australia
Director of Marketing & Corporate Affairs, Kellogg ANZ: Tamara Howe
Marketing Manager, Power brands: Dan Bitti
Senior Brand Manager, Nutri-Grain: Suzanne Blake
Assistant Brand Manager, Nutri-Grain: Nancy Daoud