Web Film
Peanut Butter Cheerios: Dadhood A
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General Mills was ready to launch Peanut Butter Cheerios in Canada, and we were asked to create excitement for the new product. With modern families sharing the responsibilities of parenting more equally, we decided it was time to talk to dads.
We declared Peanut Butter Cheerios the Official Cereal of Dadhood because like dads, it falls smack dab in the intersection of awesome and responsible. We promoted this claim through video social media with the hashtag, #howtodad, which led consumers to a Tumblr site filled with content that championed the unique way dads parent.
We declared Peanut Butter Cheerios the Official Cereal of Dadhood because like dads, it falls smack dab in the intersection of awesome and responsible. We promoted this claim through video social media with the hashtag, #howtodad, which led consumers to a Tumblr site filled with content that championed the unique way dads parent.
- Category Food
- URL http://www.howtodad.ca
- Client General Mills Canada
- Agency Tribal Worldwide - Toronto
- Production Radke Film Group
- Country Canada
- Uploaded 23 July, 2014
- Director
Michael Clowater - Creative Director
Joshua Stein - Associate CD / Copywriter
Rob Sturch - Art Director
Amy O’Neill - Copywriter
Tracy Wan - Agency Producer
Stef Fabich - Agency Producer
Bonnie Chung - Strategist
Sandra Moretti - Strategist
Dino Demopoulos - DoP
Andrij Parekh - Post production
Married to Giants - Post production
Alter Ego - Editor
Leo Zaharatos - Account team
Stephanie Wall - Account team
Samantha Murphy
Line Producer: Gillian Gardner
Online Editor: Trevor Corrigan
Online Editor: Preeti Torul
Colourist: Conor Fisher
Audio House: Grayson Matthews
Audio House Producer: Grayson Matthews
Audio House Engineer: Grayson Matthews
Casting Agency: Jigsaw Casting
Casting Director: Shasta Lutz
Lead Designer: Earvin Fanfair
Lead Designer: Earvin Fanfair
Tech Director: Adrien Montpellier
UX: Jarrod Beaton, Daniel Wiseman
Developers: Andrew Amistad
Senior Social Media Director: Ed Lee
Community Cultivator: Laura Muirhead
Community Cultivator: Stephanie Fusco
Media Company: Cossette Media
