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Web Film

Peanut Butter Cheerios: Dadhood B

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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.
Credits Other credits

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

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