Cannes Lions
LEO BURNETT, Toronto / KELLOGG'S / 2022
Overview
Entries
Credits
Background
When Canada went into lockdown due to COVID, everyday athletes got locked out of recreational sports. Canadians faced one of the longest lockdowns in the world, which saw our target locked out of sports, stuck at home on their couches, longer than almost everyone else in the world.
When rec sports returned for Canadians, Vector, a high-protein cereal from Kellogg’s, wanted to win the moment and help everyday athletes go from the couch back to sports.
Idea
To own the moment of rec sports’ return, and rally active young men to make their way back to sports with Vector, we tore up those previously owned couches they had been stuck on, and transformed them into Off The Couch Bags. A collection of five unique sports bags filled with Vector high protein cereal to help them get back in the game.
Each bag was designed for a different sport.
The Socctional, for soccer.
The 40-Loveseat, for tennis.
The Slapshottoman, for hockey.
The Ol’ Leather, for baseball.
The Chestpressterfield, for training.
The product collection was advertised through OLV and on social, driving to a website where everyday athletes could enter to win the one of their choice.
Strategy
Vector targets active young men who represent 25% of the male Canadian population. Unlike performance-driven athletes, they didn’t take sports, fitness, and diet too seriously. Sports weren’t life, but without them, they felt incomplete. So, when lockdowns struck, they worked, watched, snacked, and couched more. Life became out-of-balance.
As sports began to come back in other parts of the world, we saw young active men tweeting about being out-of-practice and out-of-shape, but absolutely stoked to be back in the game. As the only Canadian cereal with strong equity and heritage in sports and high protein, it was the perfect chance to join young active men, as they waved goodbye to the COVID life, a life without sports.
Execution
We partnered with a local bag designer to create a collection of five unique sports bags made from five different previously used couches.
Each bag was designed for a different sport.
The Socctional, for soccer.
The 40-Loveseat, for tennis.
The Slapshottoman, for hockey.
The Ol’ Leather, for baseball.
The Chestpressterfield, for training.
The product collection was advertised through OLV and on social, driving to a website where everyday athletes could enter to win the one of their choice.
The campaign ran from February 22, 2022 to April 4, 2022.
Outcome
• Generated 9.2M+ earned media impressions, 27x higher than the industry standard of success; Vector’s most successful PR activation in over a decade
• 21% sales increase vs. previous year
• 15% market share increase vs. previous year
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