Stories to Crunch to
Overview
Art Direction
Conceptual Development
Product Design
Group Project
Stories to Crunch to is an integrated campaign created to solve the sad reality that children are falling out of love with reading books.
Stories to Crunch to set out to solve a serious yet often overlooked issue, the declining reading rates in young children. We also wanted to challenge breakfast-time norms, inspiring cereal eaters to embrace healthier habits.
The brief was to create an integrated campaign that existed across multiple touchpoints that not only promoted the Nestle Cheerios brand, but fundamentally changed the way both children and parents think about reading.
Overview Video
The Problem
Children’s love for reading is diminishing as a result of them becoming more addicted to their handheld devices and playing mindless games.
The Insight
Children seek some form of visual stimulation and entertainment when eating their breakfast in the morning.
The Concept
“Stories to Crunch to.”
Kickstart your kid’s love of reading.
This concept explores the insight that children desire some form of entertainment when eating their breakfast. “Stories to crunch to” encourages children to adapt their morning routine from mindless games at the breakfast table to enriching stories that awaken their creativity and excite their imagination.
Micro Animations
Social Media Posts
A carousel that aims to highlight the problem, promote the mini storybooks and direct consumers to purchase Cheerios cereal.
