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).