The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.


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Best Food Industry Mobile Application

Kellogg’s Crunchy Nut cereal is so delicious, you won’t want to wait until morning to eat it. Luckily, it’s morning somewhere. To bring this idea to life in mobile, we created an ever-changing video experience that could be enjoyed while munching on a bowl of Crunchy Nut cereal. When users scanned the QR code on the back of the box, they received a video clip that corresponded to wherever it was currently morning. During phase one of the campaign, quick clips of sunrises and morning routines were shown, complete with lively soundtracks. During phase two, we leveraged clips from the brand’s launch event, in which an actor emerged from a giant cuckoo clock every hour to deliver a new “It’s Morning Somewhere” performance.


Leo Burnett : Performance concepts and content


Location: USA