LA X NYC
Mindy benner
Cheerios wanted to show that their little oat O's could contribute to lower cholesterol and overall heart health, so we launched a campaign with an unlikely partner, legendary gangster rapper/actor Ice T to encourage Americans to have a change of heart, and get up and start moving, all in the name of heart health.
We also created four unique audio workouts that fans could scan right off the back of the box to start working out with Ice T.
Ice T fans nationwide organically took to the stores and started turning rows of Honey Nut Cheerios boxes around so Ice T was featured on the front of the box, spurring the "Ice T Cereal Box Challenge" and pissing off storeowners everywhere. Even Jimmy Fallon got in on the action.
Anomaly LA: CD Writer: Daniel Chen, Creative Team: Stewart Poindexter, Clelia Hernandez, Director: Matt Dillmore
