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New Diamond Shreddies

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2008

Every Canadian likes Shreddies cereal, but many had forgotten about it after years without advertising. The brief was to make people think about Shreddies again. Our solution: launch a new and improved product. And so Diamond Shreddies (yes, they’re just old Shreddies turned on an angle) were born. The idea came from a request to make the back of the cereal box more attention grabbing – of course, we threw that at a lowly summer intern (since hired). For the virals, an improv comedian was tapped to play a moderator in real focus groups. You can’t make this stuff up.

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