For the 2016 Olympics, Kellogg’s is asking - “What Gets You Started?”
Kellogg’s has proudly honored Starts for more than 100 years, and as a sponsor of Team USA for the 2016 Summer Games, we wanted to create a campaign where everyday Americans could find parity with first-time Olympic hopefuls – athletes whose stories are untold and potential yet to be defined.
In a series of films, we documented each of our athlete’s personal stories that focus on their families, determination, motivation and their continued drive to succeed on every single day.
As a part of the campaign, Kellogg’s and the athletes will post photos, short videos, and tweets that focus on daily motivation, using the hashtag #GetsMeStarted. Both paid and earned media will be used to amplify the content and each athlete will also be partnered with relevant influencers.
100 DAYS OUT EVENT
In order to leverage excitement around the countdown to Rio we hosted a 100 Days Event to introduce The Team as a part of a live spectacle in Union Square, NYC.
We created distinctive, visually compelling vignette build-outs to serve as authentic backdrops for media 1:1s and to provide designated spaces for each athlete to share their stories, demonstrate their athletic skills with media and fans alike.
A few highlights include:
A live Periscope broadcast featuring Ajee' Wilson running the width of Central Park (800 meters and her event). Along her run, viewers posted shout-outs and questions for Ajee' that she answered live after her run.
We also creatd a VR film that gives media and fans alike, an immersive way to experience what gets swimmer and Olympic hopeful, Tom Shields started.
Users will be transported to an Olympic sized pool where they can look around and explore the scene from a 360 degree perspective. The audio is a combination of environmental sounds and Tom’s voice over as he shares his motivation.
The immersive VR film can be experienced with VR googles or it can be viewed on YouTube 360° .
Client: Kellogg's
Digital/Social/Experiential
Creative Director/AD – Brian Trecka
Creative/CW - Cassidy Pazyniak
Producer - Jen Passaniti
Post - Optimus
