The campaign breaks in the UK on 26 December, and runs throughout 2018, with ads running in Europe early in the year. It comprises TV, print and online elements, including 4 outdoor executions, multiple nutrient specific 10-second digital films and GIFs online and in social.
The campaign seeks to educate audiences about the positive impact that nutrients and ingredients in food can have on their day-to-day lives. It focuses specifically on the nutrients that are in Special K cereals and snacks and how these benefit the wellbeing of women and play a role in powering their lives, bodies and minds.
The TV, print and social assets leverage powerful and positive images of women alongside shots of beautiful food with the aim to encourage women to re-evaluate their nutritional needs.
In the film we see different moments and different women throughout the course of a day – whether swimming whilst pregnant, taking a run in the park, working in a studio or on a dance routine, or recovering at the end of a long day – interspersed with images of the delicious ingredients that make up the cereal, all set to high energy, upbeat music from up-and-coming artist Olly Anna. Social assets in particular showcase the specific benefits of Folic Acid and Iron, B vitamins, protein and vitamin D.
Chaka Sobhani, Chief Creative Officer at Leo Burnett London, said, “It has never been more important for brands and advertisers to talk to women in new and positive ways, and turn up with a genuine and honest understanding of their lives. An understanding that really gets what real life look likes and where and how a brand may have a role. Special K hopes to serve as a partner to all women in terms of their nutritional needs, at whatever age or stage of life they might be. We’re super excited at launching the Special K Powering You campaign and platform in 2018 – energetic, honest and real, we hope it helps establish the role nutritional food can play in the lives women already lead.”
Paul Humphries, VP Marketing Kellogg’s Europe, said “Today our audience aspire to a more positive relationship with food and nutrition. They are more concerned with what goes into their food, rather than what might have been taken out of it. Special K is fortified with nutrients, specifically designed to meet women’s nutritional needs. So, with that in mind, we wanted to take a new approach to talking to women about Special K and the role it can play in powering their days, lives, bodies and minds. This is a completely new and ambitious direction for Special K and we’re excited to unveil it.”
Media planning and buying was handled by Carat.
Chief Creative Officer: Chaka Sobhani
Creative Director: Oliver Farrington and Neil Richardson
Creatives: Andrew Long and James Miller
Global Client Services Director: Chloe Belskaia
Board Account Director: Lindsey George
Senior Account Manager: Emma Greenaway
Account Executive: Amy Martin
Planning Director: Anna Coscia
Agency Producer: Emma Bewley
Agency Production Assistant: Alex Taylor
Agency Project Manager: Gaynor Goldring
Agency Art Buyer: Jo Hodge
Director/Production Co: Live Action: Kinga Burza/ Forever; Food: Yann Secouet/76 ltd.
Executive Producer: Live Action: Sasha Nixon; Food: Alex Katz
Producer: Live Action: Natalie Wetherell
Editor: Sacha Szwarc at Speade
Post Production: MPC (TK – James Tillett & George Kyriacou. Flame – Marcus Moffatt)
Sound design: Wave (Engineer – Martin Leitner)
Head of Design: Phil Bosher
Typography and Design: James Wakefield, Javier Leal Olivas
DoP: Live Action: Mauro Chiarello; Food: Tony Brown
Source: Leo Burnett London