Diamond Shreddies

In 2008 we gave the humble square Shreddies cereal an angular upgrade, and created Diamond Shreddies. Which everyone agrees is much, much better. Watch the case study video for the quick overview and I've included some of the campaign elements for your enjoyment.

Awards:
Clios
 Grand Clio
 Clio Gold
D&AD in the book
One Show Bronze Pencil
London International Gold
Applied Arts Annual
CMA Gold
The Cassies
 Grand Prix
 2 Golds
Cannes
 Shortlist Titanium & Integrated Lions

This campaign has also popped up in books, textbooks and TED talks, not always accurately, but everyone gets their tale to tell ;-)

Packaging Redesign - The Diamond packaging was available in-store for a limited run. People auctioned packs on eBay, and even the last Square Shreddie was sold off.

TV - 30" & 15"

Web Films - These are real people who thought they were at real focus groups. 

You can see the public's outcry on YouTube here (and yes, people are shocked at seeing a billboard).