NABISCO SNACK PACKS — STEFANI COTTRILL / Creative Direction

Our Nabisco Multipack Snack Packs client team was small, new to partnering with a creative agency and the production process, and had a limited budget. They knew their previous equity campaign of 7 videos “did the job” and simply requested an adaptation. Always looking to evolve creative, we encouraged clients to go beyond the ask and led them through the entire creative and production process, hand-in-hand.

Housing these individually wrapped, ready-to-go-anywhere, tasty snacks, our concept revolved around the box itself. What fun adventures could consumers go on, with Nabisco Snack Packs? The possibilities were endless. Rooted in strategic insights, we took the on-the-go snack pack beyond the singular family use, to reach new audiences and use cases. Finding production efficiencies, and optimizing timelines by parallel pathing the 3D animation and live-action, allowed for a one day shoot and early delivery. 5 spots x4 product packs, 11 talent, remote feed, COVID safety protocols, work streams across NY, LA, and BA…we delivered 52 video assets and saved the remaining half for development in the next year.

We developed a fresh and more robust equity campaign than expected, over delivering on creative that had longevity and showcased that the best results come from aligning creative development with smart production. Turned into a case study and shared at the internal Mondelez Global Summit, the project received such overwhelming positive feedback for the concepts, creative approach and effectiveness, product diversity and customization, and media/targeting approach. The brand was approved for double the budgetary investment for the following year.

Role / Creative Director, Client Partner, Client Management, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Creative Effectiveness

“BOXFUL FULL OF FUN” INTEGRATED CAMPAIGN