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CHOCOS MAGIC
by KELLOGGS
Because every cereal is more magical with a song and dance.
Kellogg's newest cereal was more a concept than a food.
More than a sugar rush, it promised an adrenaline hit as kids became magicians in their own kitchens.
Just mix in cereal with fresh milk and voila—chocolate milk!
But launching in the Philippines, we saw a chance to make it sparkle in a whole new way.
In a market where singing is a national pastime, we turned cereal-eating into a whole ritual. Complete with song, dance... and a bit of magic.
CASE STUDY
MAIN FILM
We kicked off a TikTok dance-along challenge with hashtag #ChocosMagicChallenge.
It garnered 95.6k video creations, 55M video views, and an engagement rate of 10.28%.
We then hosted a live magic show on LazLive, which drew a viewership of approximately 18,000 people! Creating a whole community of cereal lovers who found a ritual out of a routine... and a whole lot of magic.
This is what the process looked like:
A miniature set was created, with our hero shot on blue screen and then superimposed on the mini stage.
Oh yes, and we loved the blue screen guy.
Chief Creative Officer Mateusz Mroszczak
Senior Art Director Samantha Branson
Copywriter Natalie Goh
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