Created by production company Hornet and director Yves Geleyn, ‘Storybook’ uses the motif of a children's pop-up book to take the viewer on a “seed to spoon” story shown in reverse.
Kellogg's is launching its first ever “master brand” campaign in the UK, beginning with a new TVC designed to communicate the quality of its food credentials and remind people that every bowl of Kellogg's cereal starts with sunshine and natural grains, many of which are nurtured, grown and harvested close to home.
Created by production company Hornet and director Yves Geleyn (famous for the most recent John Lewis Christmas ad campaign “Bear and Hare”) in collaboration with Leo Burnett London, Storybook uses the motif of a children's pop-up book to take the viewer on a “seed to spoon” story shown in reverse and demonstrate the wholesome goodness inside every box of Kellogg’s cereal.
With an ambitious papercraft construction and all animation done in camera, this was a technical feat to a great magnitude, which Hornet pulled off with the help of pop-up book engineer David Hawcock and papercraft artist Mandy Smith.
Jennifer Wolfe is Director of News & Content at Animation World Network.