Multi-Grain Cheerios: Dietainment

Lose weight fast. Celebrity hot body secrets. Are you ready for bikini season?

Young girls are being exposed to unhealthy diet messages disguised as harmless entertainment. Messages that pressure healthy tween girls to diet. We decided to shine a light on this issue with the aim of realizing the newly defined purpose of Multi-Grain Cheerios: to put girls on a path to a healthier future – without unhealthy dieting.

TV spot:

On our website, people are invited to sign the petition as well as watch as mothers and daughters explore the issue more deeply and take publishers and content creators to task for the practice.

Visit website

Screen Shot 2015-06-22 at 4.46.22 PM

Sorry, comments are closed for this post.

World Vision – Tags with Impact

World Vision – Tags with Impact

World Vision believes the awareness that comes from digital engagement can be the first step to solving actual problems. Our idea was to recognize…

P&G – The Indoorsmen

P&G – The Indoorsmen

Surviving Canada’s great outdoors in winter requires the right tools and know-how. For those who hibernate inside during those long winter…

The Cheerios Effect

The Cheerios Effect

Take two Os, drop them in a bowl of milk and they come together. It’s called the Cheerios Effect – it’s a real thing – the way they…

Rashers – Run the Pig

Rashers – Run the Pig

‘Rashers’ is North America’s first bacon-only sandwich shop. You can get anything you want at Rashers, as long as it’s bacon,…

O app

O app

“O” is your connection to what’s near you, right now. This simple iOS app was concevied, developed and launched by my partner and I…

Nike – Find Your Run

Nike – Find Your Run

The ask: Name and create the multi-city launch campaign for Nike’s new online running experience, focused on inviting non- and lapsed runners to…

Multi-Grain Cheerios: Dietainment

Multi-Grain Cheerios: Dietainment

Lose weight fast. Celebrity hot body secrets. Are you ready for bikini season? Young girls are being exposed to unhealthy diet messages disguised as…

Scotiabank – Let the Saving Begin

Scotiabank – Let the Saving Begin

In the midst of a recession and with household debt at an all-time high, we created an integrated campaign designed to inspire and inform people how…

MediaSmarts – Cyberbullying

MediaSmarts – Cyberbullying

Insight: Today kids can be bullied from anywhere via their mobile devices. This was a proactive idea that we brought to MediaSmarts to help combat…

Bayer – Powered by Accuracy

Bayer – Powered by Accuracy

Whether directly or indirectly, we all know someone who’s affected by the diabetes. Despite its prevalence, diabetes is still highly misunderstood…