Shredded Wheat - "Shred Life"

McCann London

McCann London London, United Kingdom

10056

Title	Shred Life
Agency	McCann London
Campaign	Shred Life
Advertiser	Shredded Wheat
Brand	Shredded Wheat
Date of First Broadcast/Publication	2016 / 9
Business Sector	Breakfast Cereals
Philosophy	McCann London and Shredded Wheat have given consumers the chance to 'Shred Life' in a new diving competition with a £150 cash prize. Following on from the Shredded Wheat campaign in which a diver was seen jumping into the chlorinate unknown to 'Shred Life' himself, the brand has expanded the creative further by allowing consumers to have their turn. Partnering with Flux Broadcast, responsible for capturing and live-streaming the event, Shredded Wheat and McCann London opened up Crystal Palace swimming pool to the public and challenged them to jump off a diving board and into the water while grabbing the Shredded What box containing £150 and a year's supply of the cereal.Release and assets attached below.
Media Type	Television & Cinema
Length	30 seconds
Executive Creative Director	Rob Doubal
Executive Creative Director	Laurence Thomson
Creative Director	Matt Crabtree
Creative Director	Simon Hepton
Head of Interactive Production	Sergio Lopez
Executive Producer	Sophie Chapman-Andrews
Agency Producer	Doris Tydeman
Planner	Nathaniel Hill
Planner	James Appleby
Managing Partner	Kate Modeland
Account Director	Laura Weightman
Account Manager	Lauren Benezra
Account Manager	Chris Braks
Project Manager	Jonathan Marshall
Production Company	Craft London
Director	Blake Claridge