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Fashion / Fishing / Gardening / Rock n’ Roll

Award: Wood Pencil

Wood Pencil / Press Advertising / Magazines Press Advertising Colour / 2009

Cheerios is the most popular brand of cereals in the U.S. In recent years, it has strived to make the claim ‘Eating Cheerios for six weeks can reduce cholesterol by four per cent’ a household fact. However this claim lacks the warmth that most Americans have grown to love about the brand. As the pursuit of a healthier life should not be cold and scientific, we came up with a campaign that showed what runs through people’s veins, as a reference to their to their passions in life. ‘Gardening’, ‘Rock n’ Roll’, ‘Fashion’ and ‘Fishing’ all show in a very visual way that health claims don’t need to be boring.

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