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Cheerios’ Charming Animated Music Videos Promote Empathy, Inclusion and Kindness

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72andSunny created the warm-hearted campaign with musician Walter Martin, Nexus director Johnny Kelly, Nous Vous and Isle of Dogs puppet master Andy Gent
Cheerios’ Charming Animated Music Videos Promote Empathy, Inclusion and Kindness

Cheerios has launched its ‘Right on Tracks’ campaign - a content series meant to further the brand’s mission of spreading positivity.

In a time where kindness and compassion seem to be needed more than ever, Right on Tracks consists of four music videos designed to help parents, guardians or teachers spark conversations with their children or students around empathy, inclusion, and kindness.

To bring this concept to life, Cheerios and creative agency 72andSunny teamed up with The Walkmen's Walter Martin to create the four original tracks for Right on Tracks; director Johnny Kelly from Nexus Studios then crafted the unique films, pulling in the help of art collective Nous Vous and Isle of Dogs puppet master Andy Gent. 

It’s All Family is meant to open kids’ eyes to other family dynamics beyond their own, touching on everything from adoption to foster siblings to parental relationships, and reiterating that everyone and every family is different and that’s okay. 


Sit With Someone New encourages kids to step out of their own comfort zones to help make others feel welcome. This song shows kids that they might learn something new, or make a great friend by keeping an open mind when it comes to who they hang around.


Just Be You touches on the idea of growing up and discovering who you really are. Rather than conform, this song encourages kids to be proud of who they are – even if that might be considered “different” from those around them.


Step Up both acts as an anti-bullying rally song, as well as an easy-to-follow tool for kids who aren’t sure how to approach a situation involving a peer or classmate being picked on, whether in the classroom, on the playground, or online.


Reflecting on the process, director Johnny Kelly said: “I pulled out my inner seven year old; a very, very silly boy, and tried to make him laugh."

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Music

Composer: Walter Martin

Music Supervision: Jessica Dierauer

Offline

Editor: David Slade

Production Company

Production Company: Nexus Studios

Director: Johnny Kelly

DOP: Matthew Day

Executive Creative Director: Chris O’Reilly

Senior Producer: Isobel Conroy

Production Manager: Rebecca Archer

Lead / Supervisor: Mark Davies

Character Design: Nous Vous

1st AD: George Cassavetti

Camera Assistant: Toby Goodyear

Gaffer: Max Halstead

Puppeteers: Matthew Cooper (Lead), Molly Freeman (Assistant)

Set and Props Modelling: Andy Gent (Puppets and Set)

Art Department: Marina Ralph, Mich Chippington, Robin Jackson, Nadine Patterson, Colin Armitage, Peter le Pard, Tom Sinden, Maggie Hayden, Nathalie Ellner, Jade Gerrard, Ola Kucharska

Art Department Assistant: Sofia Serrano

Studio Manager: Elizabeth Day, Jen Newman

Camera: James Alexander (BTS film)

2D Animator: Alasdair Brotherston

Compositing: hris Glew, Ewelina Freuer, Gareth Tredrea, German Diez, Gökçecan Gürsoy, Ken Hau, Peter Bailey, Robin Yoojin Rhee

Environment Design: Callum Strachan

Sound

Sound Company: Factory

Sound Design & Mix: Mark Hills

Client

Advertiser: Cheerios

Creative Agency

Creative Agency: 72andSunny

Executive Creative Director: Justine Armour

Creative Director: Devon Hong

Producer: Samira Mostofi

Senior Copywriter: Eric Dennis

Senior Designer: Gustavo Dao

Group Brand Director: Sveta Doucet

Brand Director: Caitlin Patrick, Alexia Schwartz

Brand Manager: Dylan Levy, Blake Eisenberg

Brand Coordinator: Anne MacKay

Director of Production: Lora Schulson

Executive Producers: Vishal Dheiman (Interactive), Julia Lafferty (Film)

Interactive Producer: Erica Kirsch

Partnership Director: Marissa Burnett

Genres: Animation, Music & Sound Design, Comedy, Storytelling, Dialogue

Categories: Food, Breakfast

72andSunny LA, Wed, 13 Feb 2019 11:41:27 GMT