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.
D&AD in the book
One Show Bronze Pencil
London International Gold
Applied Arts Annual
Shortlist Titanium & Integrated Lions
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).