Cannes Lions

CHEERIOS

COSSETTE, Toronto / GENERAL MILLS / 2015

Presentation Image
Case Film
Film

Overview

Entries

Credits

Overview

Description

It seemed like André and Jonathan had it all - great careers, a beautiful home, and their love for one another. Then along came Raphaëlle.

In this video we see the moving story of a Canadian gay couple who thought they could never have a child, adopt a beautiful baby girl. We draw a parallel between the Cheerios Effect – the way Os naturally come together in a bowl – to the way this loving family has come together.

Execution

A series of long-format videos were created that told simple stories of connection featuring people from all walks of life. These were then seeded online and driven to by television, online and social media.

On our website at CheeriosEffect.ca, visitors could share a message of love and connection and bring it to life in a bowl of Os. An interactive tool transformed these messages from text into a custom sharable video animation based on the keywords used.

Plus on Twitter, people could add #CheeriosEffect to their tweets, and a custom animation would be created and sent to them.

Outcome

The campaign became a Canadian and international success with over 3.5 million video views. Thousands of stories were created and shared through the online story generator dominating consumer’s social streams.

Brand volume jumped 5% in the first three months of the campaign and still shows strong growth.

Several publications listed The Cheerios Effect in their “Top Campaigns of the Year.”

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