Leo Burnett has unveiled a new animated campaign for Kellogg’s Rice Krispies, inspired by children’s imaginations.  

The ‘Imagine That’ campaign focuses on the things that make Rice Krispies special and celebrates children’s unique and charming take on the world.  

The first ad in the campaign, “Dinosaur”, is narrated by and stars a young boy called Toby Jones. In the ad, Toby invites us into the charming, playful world of his imagination and shows us how sound ‘really’ got into Rice Krispies. 

The 30-second ad breaks on TV across the UK on Monday, August 11th, before making its cinema debut on Friday, August 15th.

Yves Geleyn directed the scenes in the ad featuring the animated fantastical world, where dinosaurs and Rice Krispies live in harmony. Geleyn created the patchwork jungle landscape and wooden dinosaur puppets, as well as the CGI Rice Krispies. Samuel Abraham directed the live action sequence, working closely with Geleyn to bring Toby's imagined and real worlds into harmony.

Jungle Studios sound designer Chris Turner used jungle soundscapes to conjure up the Jurassic atmosphere while real Rice Krispies were used to get the authentic sounds of the breakfast cereal dropping, bouncing, popping and getting crushed.