Kellogg's - "Brick Wall"

Leo Burnett Publicidade, lda.

Leo Burnett Publicidade, lda. Lisboa, Portugal

2889

Title	Brick Wall
Agency	Leo Burnett Publicidade, lda.
Campaign	Doors - Kellogg's
Advertiser	Kellogg's
Brand	Kellogg's
Posted	March 2006
Product	All-Bran
Business Sector	Rice, Pasta, Dehydrated Vegetables & Cereals
Tagline	Don't Feel Trapped In The Toilet
Story	Kellogg´s asked us for an All-Bran campaign targeting people who are more concerned about their health and personal well-being. We decided to create a media action in various gyms´WC. Stickers showing a locked door and a "brick Wall"were placed on WC doors; when a door was closed, people had the sensation of being locked inside. All-Bran´s message to consumers appeared on another sticker next to the door: DON´T FEEL TRAPPED IN THE TOILET.
Philosophy	We decided to create a media action in various gyms´WC. Stickers showing a locked door and a "Brick Wall" were placed on WC doors.
Problem	To Promote All-Bran among health & body concerned people, and to convince them that it´s an excellent solution to avoid constipation and make them feel better.
Result	People talked about the idea, even outside gyms. Kellogg´s also received several mails congratulating for the idea.
Media Type	Poster
Market	Portugal
Creative Director	Fernando Bellotti
Copywriter	Tomas Correa
Art Director	Sergio Lobo
Photographer	Studio H