| Title | Massive leaps in bread technology explained |
| Agency | Slingshot Communications |
| Campaign | Gluten-free food |
| Advertiser | Goodman Fielder |
| Brand | Wonder White |
| Date of First Broadcast/Publication | 2016 / 7 |
| Business Sector | Food |
| Philosophy | Kids these days experience helicopter parents, gender-free toys, vegan brothers and gluten free sisters. What if kids said “we’ve had enough”? Kids have had enough of over parenting in the latest campaign and content series from Wonder White. Led by Goodman Fielder’s media agency Slingshot and produced by creative services business KOJO, the content series of six films sees children asking parents to ‘Give white bread back to the kids’. The campaign features two hero videos and four other pieces of video and social content that will run across YouTube, Facebook and on selected media sites until October. The spots aim to capture the attention of mums and using a different approach of emotive storytelling. Chris Johnston, head of digital and data at Slingshot says the agency wanted to educate and entertain audiences. "There’s a nice element of nostalgia that will resonate with our audience, particularly when its delivered by today’s kids. This suite of content will significantly increase our ability to maintain relevance and attention with our audience over time, well beyond what can be expected of a one-off campaign.” Richard Coburn, director at KOJO adds: “We wanted to create engaging, humorous pieces to really connect with audiences across the digital platforms and build upon the brand’s personality. Our designers created this wonderful, colourful adult world that subtly reflected the Wonder Smooth Wholegrain brand, but the kids were the real heroes of this project." Read more at http://www.adnews.com.au/campaigns/kids-take-a-stance-against-gluten-free-food-for-wonder-white#MtWg1o4SZfXKyaSq.99 |
| Media Type | Television & Cinema |
| Length | |
| Head of Digital & Data | Chris Johnstone |
| Strategy Director | Lisa Overall |
| Senior Implementation Planner | Vanessa Akem |
| Digital Planner | Leslie Yung |
| Social Media Manager | Catalina Beltran |
| Agency Producer | Sally Powell |
| Producer | Travis Kalendra |