Kashi introduced a new cereal with ingredients you don’t normally think of for breakfast— like red beans, peas and sorghum. And when combined together, they form a complete protein. We needed to prove how combining these unexpected ingredients creates perfect harmony.
We worked with nature composer Diego Stocco to create unique sounds using each ingredient, and used those sounds as musical notes to compose an original song that served as the soundtrack of our 2016 #GoTogether campaign.
MAKING OF PLANT-POWERED MUSIC
Because the ingredients in the new cereal were deliberately selected to fuel an active life, we created a :30 anthem juxtaposing the ingredient sounds with activities that ran digitally and on TV.
A Shazamable yoga mat
Using Shazam's new image recognition, we created a special yoga mat that played our original song. It was featured at yoga events, and sent to influencers around the United States.
Instagram "Big Picture"
To help illustrate that Kashi's new ingredients are great alone, but better together, we worked with 8 different food influencers to create special mosaics for Kashi's new Instagram feed.
WPPed Cream Awards, Highly Commended
Regional ADDYs, Gold
Regional ADDYs, Silver