Back in March we received a lovely little brief from McCann London that required a mix of stop motion and live action to help launch a new product on TV in the UK. The adult targeted spot would need to embrace the fun ethic of Cheerios whilst also conveying an older sensibility. Yep we can do that, no problem.
And thus we started the month long project that involved a location shoot, a motion-control rig and a whole heap of cereal. Now stop-motion animation is a tricky task at the best of times but mix in a food-stylist, a hand-artist and stupendously high milk pour — all in one continuous take — and it become a bit like that scene in Apollo 13. As ever though we landed that baby safely and once the cheering has subsided we’ll be off on our next mission.
For this product launch they’ve introduced two new oat-based cereals under the Cheerios brand, Cheerios Oat Crisp and Cheerios Cinnamon Oat Crisp. Oat Crisp is aimed at consumers concerned about taking care of their health, but not willing to compromise on taste to do this — who want an “easier, lighter, tastier” option.
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