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McCann NY & General Mills' Lovely Typography Illustrates Promises by Mums

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New General Mills campaign launches with wonderful animation from Buck

McCann NY & General Mills' Lovely Typography Illustrates Promises by Mums

General Mills is committed to removing artificial flavors and colors from artificial sources from all General Mills cereals by 2017.  In October, McCann NY called attention to this commitment with a call for a real Trix Rabbit. To create further awareness, the agency is launching a digital campaign that’s all about the commitments parents make to their families. It includes a film about one mom's promise, animated by production studio Buck, as well as a typographically illustrated Instagram component.

In the Taste of General Mills blog, Steve Bruch, associate marketing manager, Cereal said of the film: “There’s something really special about the calligraphy in this video. Like a handwritten note, it is more personal. The calligraphy and art also convey an array of emotions – highlighting the humor, challenges, and unconditional love that every parent experiences in every day moments with their children.”

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2D Animator: Nicolo Bianchino, Rocio Cogno, Jose Fuentes, Gonzalo Menevichian

Animator: Rocio Cogno, Gonzalo Menevichian, Kyle Mowat

Designer: Olivia Blanc, Rocio Cogno, Gonzalo Menevichian

Designers: Yker Moreno, Kyle Strope

Storyboard Artist: Rocio Cogno, Gonzalo Menevichian, Yker Moreno, Kyle Strope


Audio Post Production: Heard City

Composer: Mitch Davis

Music Production: Pull

Producer: Scott Brittingham


Editor: Jose Fuentes

Creative Agency

Account Management: Amber Greenwalt, Britta Larson, Benjamin Blaska

Creative Agency: McCann NY

Executive Creative Director: Tom Murphy, Sean Bryan

Group Creative Director: Susan Young, Daniela Vojta

Head of TV / Production: Nathy Aviram

Integrated Producer: Deb Archambault

Associate Creative Director: Ryan Quigley, Nick DiLallo

Production Company

Creative Director: (Exec) Orion Tait, Yker Moreno

Executive Producer: Anne Skopas

Producer: Ann Seymour

Production Company: BUCK

Genres: Animation

Categories: Food, Fresh fruit and vegetables

McCann North America, Tue, 24 Nov 2015 12:17:35 GMT