Thinkboxes July/August 2011 Winner: Weetabix’s 'Big Day' by BBH London

Weetabix’s campaign takes a light-hearted approach to promote the important role the cereal can play in setting people up for a busy day – a positioning backed by a fresh design highlighting its energising credentials.

A series of 30- and 60-second TV ads plays on the gentle rivalries that exist in all households, using fast-paced flash-forward clips to illustrate each family member’s claim to have the busiest day ahead. The ads end with the line: ‘Weetabix. Fuel for big days.’

The work builds on the insight that different types of consumer think of Weetabix in different ways, but everyone, from school pupil to commuter, needs the energy the cereal provides to keep up with the fast pace of modern life.

Sally Abbott, Marketing Director at Weetabix, believes the execution does a good job of reflecting real family life and using humour to engage the viewer.

Since ‘Big day’ broke in July 2011, Abbott said original Weetabix is showing more than 8% sales growth and there has been a rise in in-home consumption.

 
sally_abbott

People can identify with the routinely hectic days shown and recognise the one-upmanship that often takes place within the family… Bartle Bogle Hegarty has created a well-branded, enjoyable ad that cuts through. We’ve also kept a well-loved brand relevant.

Sally Abbott Marketing Director, Weetabix

Client Weetabix; Ad agency Bartle Bogle Hegarty; Creative team Dominic Goldman, David Kolbusz, Ed Cole, Lewis Mooney; Production Smuggler; Director Guy Shelmerdine

Other ads on the podium

Volkswagen: Golf Cabriolet Roof  (2nd)

  • Creative agency DDB UK
  • Creative team Mike Crowe, Rob Messeter
  • Client Rod McLeod
  • Production company Blink Productions
  • Director Benito Montorio

San Miguel: Una Vida Bien Vivida  (3rd)

  • Creative agency Saatchi & Saatchi
  • Creative team David Goss, Ollie Wolf
  • Client Caroline Hipperson
  • Production company Somesuch & Co
  • Director Daniel Wolfe

Also shortlisted

IKEA: Playfight

  • Creative agency Mother
  • Creative team Mother
  • Client Kemi Anthony
  • Production company Stink
  • Director Martin Krejci

Old Speckled Hen: Dave Sponsorship Idents

  • Creative agency Dare
  • Creative team Nick Bird, Lee Smith
  • Client Dom South
  • Production company Love
  • Director Jon Riche

A view from a Thinkbox Academy member on this month's picks

Will Awdry

Weetabix telegraphs more earnestness than it used to, despite the jokes.

Will Awdry Creative Partner, Ogilvy


Click here to see who won the previous award

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