Kellogg Company

Ryan Versfeld, Senior Brand Manager

Leo Burnett / Chicago *Lead Agency

Aaron Pendleton, SVP, Creative Director
Justin Duchene, Account Supervisor
Jamie Kohler, Strategy Director
Len Sheth, Senior Copywriter
Isabella Guardia, Senior Art Director
Evan Schultz, SVP, Creative Director
Britt Nolan, Chief Creative Officer, President
Carly Richter, VP, Account Director
Chris Bergen, EVP, Account Director
Rick Hamman, EVP, Creative Director
Elke Anderle, EVP, Strategy Director
Michelle Chorski, Account Supervisor
Chelsea Berger, Associate Creative Director

Starcom Worldwide *Lead Agency

Danielle Ruhl, Associate Director, Investment
Jonathan Goorvich, VP, Director Content Partnerships
Kelly Matyas, Associate Director, Strategy

Twitch

Tony the Tiger, Frosted Flakes’ strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable to teens. This is a story of how we jailbroke Tony the Tiger out of the confines of the :30 TV ad and started an all-out blitz to rebuild his fan base, by turning him into a real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers on Twitch. ¦Tony the Tiger, Frosted Flakes’ strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable to teens. This is a story of how we jailbroke Tony the Tiger out of the confines of the :30 TV ad and started an all-out blitz to rebuild his fan base, by turning him into a real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers on Twitch.