Nutri-Grain has launched its 2020 ‘Unstoppable’ campaign via creative consultancy Wunderman Thompson. The campaign features eight-time world BMX champion and two-time Olympian Caroline Buchanan, an athlete with unstoppable determination to overcome adversity, alongside Rhys Kember, an Australian Pro freestyler BMX rider.
The campaign builds on the existing Nutri-Grain brand platform ‘Unstoppable Stories’, with 2 x 30” and 15” spots live across TV and digital as well as long-form content.
Says Tamara Howe, director of marketing and corporate affairs at Kellogg’s ANZ: “As a brand that speaks to the strength in overcoming adversity, it felt natural for us to have Caroline Buchanan onboard as a Nutri-Grain ambassador. Caroline’s story is filled with passion, grit and focused determination – a story that is synonymous with what Nutri-Grain stands for.”
Buchanan’s BMX career is an unstoppable story. Beginning in 2003, the then 13-year-old’s family home was destroyed by the bushfires only leaving her with a bike and a handful of trophies. Powered by determination, the BMX rider dominated the world in 2009 earning her a world championship title, followed by a further four mountain bike and three BMX titles. In 2017 Buchanan had to draw on her inner strength and courage yet again when an off-road accident threatened her career. 12 surgeries and 20 months of rehabilitation later, Buchanan is now back to the world stage and reading to compete in Tokyo’s 2020 Olympics.
To showcase the unstoppable athletic abilities of both riders, the campaign was filmed on a bespoke large-scale BMX track, with production agency AIRBAG working alongside Wunderman Thompson to build the three-story tall Nutri-Grain pack and larger than life props featured.
Says Simon Langley, national chief creative officer at Wunderman Thompson: “We wanted to show Nutri-Grain’s brand message of ‘unstoppable’ in a larger than life way. With a three-story tall Nutri-Grain pack and cereal bowl, we created the ultimate BMX track for Buchanan and Kember; two athletes who embody an unstoppable attitude.”
Simon Langley, National Chief Creative Officer
Sinead Roarty, Creative Director, Sydney
Chris Searle, Senior Creative
Gabe Hammond, Senior Producer
Ana Lynch, Partner, Sydney
Chris Murphy, Engagement Lead
Rebekah O’Grady, Engagement Manager
Production Company: AIRBAG
Director: Leo Woodhead
Executive Producer: Alex Tizzard
Producer: Jules Shelton
Music: Song Zu
Sound Design: Abby Sie
Creative Director / Composer: Lance Gurisik
Tamara Howe, Director of Marketing & Corporate Affairs, Kellogg ANZ.
Dan Bitti, Marketing Manager, Power brands
Suzanne Blake, Senior Brand Manager, Nutri-Grain
Nancy Daoud, Assistant Brand Manager, Nutri-Grain