Strategy: Mike Rundle, Sierra Stamm, Anushka Verma, et.al; CW: Sierra Stamm, Mike Rundle; AD: Sierra Stamm; Design: Sierra Stamm, Anushka Verma, Mike Rundle
How can we reach the Millennial consumer market through a digital campaign for the Rice Krispie Treats brand?
Our main insight was that brands who take stances on current political or social issues result in more engagement among this target market. After discussing current events, such as the separation of families at the US/Mexico border, our big idea was that a sincere, authentic voice on the importance of diverse families connected to the brand history and nostalgia of making Rice Krispie Treats as a kid with family.
The approach was heartfelt and emotional, yet iconically Rice Krispie Treats. Photography treatment evokes nostalgia and subject matter of diverse families debunks the typical family structure typically seen in media. Handwritten typography offers a personal voice behind the messaging which is broken up over multiple images to create a series on Instagram. The copywriting in the series can be read individually, but when read together reads as, “Families stick together. All kinds, all circumstances, no matter what. #FamiliesStickTogether”.
Instagram ad series. Learn more leads to microsite.
Twitter ad with linked microsite
Additionally, the social campaign linked to a Rice Krispie Treat microsite where we created a VR experience of “The Friendship Circle” in Tijuana, Mexico and the US border where friends and families meet separated by a chain linked fence. This is where proceeds can be donated to organizations helping families affected by border control.
Landing page view of the VR microsite (no longer an active site)
Campaign Presentation
