Nutri-Grain - " Unstoppable Stories/Andy Hensel"

J. Walter Thompson Sydney

J. Walter Thompson Sydney Sydney, Australia

Awards

13756

Brand: Nutri-Grain
Country: Australia

Advertiser: Kellogg's

Title	Unstoppable Stories/Andy Hensel
Agency	J. Walter Thompson Sydney
Campaign	Nutri-Grain Presents Unstoppable
Advertiser	Kellogg's
Brand	Nutri-Grain
Date of First Broadcast/Publication	2015
Philosophy	This content led brand platform has been created as part of a repositioning for this iconic Kellogg’s brand, designed to inspire teens to live unstoppable lives. It heroes young role models, who are a living demonstration of the brand belief that the only limits in life are those you put on yourself. This film features Andy Hensel an FMX rider who had the courage, strength and determination to come back from a jail sentence and an accident that left him paralysed. Kellogg’s Nutri-Grain is an iconic $65 million Aussie brand – but was fast losing relevance and thus suffering a serious decline in sales and brand equity. The brand had been built on its connection to another Australian icon: Surf Lifesaving through years of Surf Ironman sponsorship and a communication promise that Nutri-Grain ‘turns you into an ironman’.Unfortunately this association had lost appeal with today’s teens seeing these niche sportsmen as loner gym junkies lacking role model qualities. Consumer trends were also challenging, with a decline in cereal eating and aggressive competitors introducing on-the-go liquid breakfasts aimed at teens. There was however a cultural shift we could tap into: our Gen z digital native teen audience were living in an always-on world. And they were struggling to keep up. Suffering social jetlag physically from late nights online and emotional challenges from keeping up in a high paced high expectation world. Nutri-Grain could help – fueling them to live the life they wanted to live - an unstoppable 24/7 life. This content platform forms the heart of a long term repositioning and campaign to encourage teens to live unstoppable.
Media Type	Television
Length	139 seconds
roduction Company	Finch
Account Manager	Jessica Mitchell
PR/Marketing	Liquid Ideas
Media Agency	Mindshare Australia
Chief Creative Officer	Matt Eastwood
Executive Creative Director	Simon Langley
Associate Creative Director	Will Edwards
Associate Creative Director	Chris Badger
Copywriter	Will Edwards
Agency Producer	Amanda Slatyer
Director	Chris Nelius
Executive Producer	Michael Hilliard
Executive Producer	Karen Bryson
Line Producer	Emma Thompson
Director of Photography (DOP)	Tim Tregoing
Editor	Rodrigo Balart
Music Company / Composer	Smith and Western
Music Producer	Dan Higson
Music Arranger	Dan Higson
Music Composer	Dan Higson
Account Director	Fiona Wilson