David&Goliath helps Imag!ne Snacks fuel imaginations


Kids have incredible imaginations. Yet these days packed schedules can leave little room for free thinking and imaginative play. That’s why IMAG!NE is feeding hungry imaginations by providing clever snacks with wholesome ingredients like cheese, apples, and cranberries that spark kids’ creativity.

Frito-Lay’s new brand Imag!ne Snacks wants to take care of that. The wholesome snack offers two product varieties – Yogurt Crisps and Cheese Stars – that are portable, made with real ingredients and are designed in fun shapes to turn snack time into imagination time.

Using stop motion, Los Angeles-based David&Goliath has created a fun new digital and social campaign designed for fueling these hungry imaginations.

Having launched Monday, May 6 the campaign titled, “Feeding Imagination,” encourages parents to re-imagine snack time for kids, keeping their kids’ imaginations growing by feeding them delicious snacks with wholesome ingredients.

Directed by Roger’s Dave Abel, one :15-second digital spot and one :10-second digital spot feature Imag!ne crackers forming different shapes – such as a sun, sailboat and flower – along with simple, handcrafted pieces that encourage viewers to use their own imagination.

Fun, playful movements on-screen begin by illustrating what kids’ imaginations see, and move on to the nutritional value parents see like being made with real cheese or being a good source of protein.

With the tagline, “Feeding Imagination,” the brand illustrates what the world can look like with the right snacks and a little spark of creativity. Watch below:

“IMAG!NE was created with the purpose of re-imagining what snack time can be and to help parents unlock their kids’ creativity and ignite their imaginations,” said Yumi Prentice, president of D&G told Reel 360. “Today’s kids are often overscheduled, and there’s no time for unstructured play to fuel the free thinkers of tomorrow. IMAG!NE is solving this problem by offering not only portable snacks with wholesome ingredients like cheese, apples, and cranberries, but also fun ways to engage the minds of kids and teach them the value of being present in the moment. How can you not love that

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“Parents today can have a hard time finding snacks that both taste great and offer positive nutrition like protein or calcium. IMAG!NE has created truly unique and delicious snacks where the first ingredient is a real food like cheese or yogurt, in fun shapes to inspire play & creativity in kids. We can’t wait to see how far kids’ imaginations will go with a little spark from IMAG!NE,” adds Sarah Guzman, Senior Marketing Director, IMAG!NE Brand

The videos will run on Facebook, Instagram and YouTube as part of three 8-week flights throughout the year. Kids should love them. I’m thinking a couple of adults out there will as well.

Client: Frito-Lay

Agency: David&Goliath, LA
   Founder & Chairman: David Angelo
   Chief Creative Officer: Bobby Pearce
   Executive Creative Director: Ben Purcell
   Group Creative Director/Copywriter: Courtney Pulver
   Group Creative Director/Art Director: Rob Casillas
   Associate Head of Strategy: Kristen Knape
   Art Director: Tucker Stosic
   Copywriter: Joe Benavente
   Managing Director, Technology and Integrated Production: Peter Bassett
   Agency Executive Producer: Noah Luger
   President: Yumi Prentice
   Group Account Director: Melissa Spano
   Project Manager: Madeline Gali

Production Company: ROGER
   Director: Dave Abel
   Director of Photography: Josiah Taylor
   Executive Producer: Josh Libitsky
   Executive Creative Director: Terence Lee
   Head of Production: Liz Catullo
   Line Producer: Liz Catullo / Karla Sylvester
   Paper Craft Artist: Belinda Rodriguez
   Food Stylist: Chloe Bean
   Stop Motion Animator: Quique Rivera
   Grip/Gaffer: AJ Jorgensen

Post Production Company: ROGER
   Executive Producer: Josh Libitsky
   Executive Creative Director: Terence Lee
   Creative Director: Dave Abel
   Head of Production: Liz Catullo
   Post Producer: Karla Sylvester
   VFX Supervisor: Justin Wilcott
   2D Animators: Geoff Ciccarelli, Sam Bachman
   Color: Roger
   Colorist: Josiah Taylor
   Mix Facility: Wild Woods
   Sound Designer/Mixer: Mike Varela

Source: David&Goliath

Contact Colin Costello at colin@reelchicago.com.