Kashi Masterbrand

Kashi wanted to take a hardcore health brand and open it up to the mainstream. So we channeled the employees’ intense, yet somehow infectious enthusiasm for grains and turned it into a nearly decade long crusade for feeling good.

Documentary filmmakers the Malloy brothers were chosen because of their fresh approach to real-people advertising and comfort working in adventurous locales. The print simply kept the mission to the grains. The 360 campaign helped Kashi grow household penetration from 10 percent to nearly 1 in 4 households. Or as Kashi would put it, millions more people eating and feeling well. (Art Director, Creative Director)