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ENERGY BBDO, Chicago / QUAKER / 2013
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In 2012, Quaker made the decision to shake the dust off their 135-year-old brand. Our task was to create a campaign that contemporized Quaker and broke through the clutter to get the attention of modern moms throughout North America.
The “Quaker Up” campaign made an immediate impact by looking and behaving very differently from anything else in the category. Rather than focusing solely on the characteristics of the food, the campaign is focused on the result of the product; it’s ability to fuel families’ every day adventures.
The first of the two spots to air, “The Hill,” featured a little boy eating Quaker Oatmeal, and then riding his bike up his neighborhood hill. However, through his eyes we see the task seems as daunting as climbing a mountain.
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