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Rice Krispies: Imagine That

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Today Leo Burnett, London unveils a new animated campaign for Kellogg's Rice Krispies, inspired by children's imaginations.

The 'Imagine That' campaign focuses on the things that make Rice Krispies special and celebrates children's unique and charming take on the world.

The first ad in the campaign, 'Dinosaur', is narrated by and stars a young boy called Toby Jones. In the ad, Toby invites us into the charming, playful world of his imagination and shows us how sound 'really' got into Rice Krispies.

The 30-second ad breaks on TV across the UK before making its cinema debut this Friday, August 15th.

Yves Geleyn directed the scenes in the ad featuring the animated fantastical world, where dinosaurs and Rice Krispies live in harmony. Geleyn created the patchwork jungle landscape and wooden dinosaur puppets, as well as the CGI Rice Krispies. Samuel Abraham directed the live action sequence, working closely with Geleyn to bring Toby's imagined and real worlds into harmony.

Jungle Studios sound designer Chris Turner used jungle soundscapes to conjure up the Jurassic atmosphere while real Rice Krispies were used to get the authentic sounds of the breakfast cereal dropping, bouncing, popping and getting crushed.
Other credits

Creative Director: Don Bowen

Executive Creative Director: Justin Tindall

Copywriter: Elliott Starr

Art director: Laura Clark

Agency Producer: Abbie McLean

Planner (creative agency): Ian Hilton

Planner (media agency): Nadia Lavelle

Media agency: Carat

Production Company: Hornet Inc /Blink

Directors: Yves Geleyn & Samuel Abraham (Live Action Director)

Producer: Cathy Kwan

Editor: Anita Chao

Music: Huma-Huma Original Music & Sound

Sound Design: Chris Turner @ Jungle Studios

Post Production: Hornet Inc & MPC

Post Producer: Cathy Kwan and Thomas Cole

Client: Paul Humphries - Area Marketing Director, Kellogg Company

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