"For us, it all came down to the word 'more’," says Donovan Bryan, creative director at Leo Burnett South Africa. "Kellogg's is a trusted brand that has helped kick-start the mornings of many South Africans, so we knew we had to do something meaningful."

"Of course, we knew that moms and dads buy cereals, but then we asked ourselves, who among us is doing the most? Our answer was, our children,” adds Bryan. "The children of today are doing more than anyone else."

"There’s this general mentality of being more goal-orientated than previous generations. Kellogg's is a well-known feature at the family breakfast table, so we wanted to showcase how the nutrients and energy provided early in the morning, translates into momentum for the rest of the day," says Bryan. 

"Children who do more, need more. Children who do great things need a great breakfast. Our film showcases the greatness children are pursuing and ties in beautifully with the message that Kellogg's wants to nourish greatness," concludes Bryan.



For more information, visit www.kelloggs.co.za. You can also follow Kellogg's on Facebook or on Instagram.