Copywriter: Rodrigo Aldrett
Art Director: Levy Andrade
Young Lions Brief
Kellogg’s wants to raise awareness about the importance of a fiber-rich diet.
Insight
Why are we seeing more and more people carrying water bottles instead of soda? Because it’s trendy. Let’s turn fiber into something trendy.
Idea
Meet Rita, la fibrita (Rita, the little fiber). The first ever fiber to have her own Kickstarter pledge.
Rita will reward backers with Kellogg’s high-fiber products according to their donation.
As a good entrepreneur, Rita knows the importance of social media. We’ll help Rita become an influencer by creating her Instagram and Facebook profiles, where people can learn more about her life as an entrepreneur and she can share her message with an ever-growing audience.
Mr. Zenizo 