Kellogg’s Special K is launching a new advertising campaign to mark its first recipe change in over 30 years. Created by Leo Burnett, the stop-frame animation showcases the iconic Special K box transforming into beautiful origami shapes. ‘The Box’ campaign will break in the UK on June 3rd and then roll out across European markets, including Spain, Italy and France. It includes 20” and 30” TV adverts and press, radio, VOD and digital.
The new campaign will show the Special K box created out of origami, folding and unfolding to create elegant butterflies, birds and the famous Special K girl.
The origami is a metaphor for the transformation of Special K, and a nod to the brand’s evolution. Special K has added an extra grain to all of its cereals and evolved from a two to a three-grain recipe, with all of its products now including wholegrain. Media for the campaign is handled by Carat.
Credits:
Advertising Agency: Leo Burnett
Creative Director: Karen Reed and Natasha Ali
Executive Creative Director: Mylene Pollock
Copywriter: Liam Bushby and Alison Stevens
Art director: Liam Bushby and Alison Stevens
Account team: Carly Pritchard, Dominique Gomes, Sofia Sarkar
Project Manager: Gaynor Goldring
Planner (creative agency): Olivia Heywood and Charlie Kirkbride
Agency Producer: Serena Schellenberg
Production Company: Hornet
Director: Peter Sluszka
Photographer: Dan Tobin Smith
Prod co Producer: Zack Korteight
Music & Sound Design: Regina Spektor
Post Production: Hornet inc.
Making of: Copper pot pictures