The children’s pop-up book motif is used to great effect in this spot directed by Yves Geleyn of production house Hornet Inc., for Leo Burnett, London.

Going from back to front in a pop-up book, we see Kellogg’s cereal at the family breakfast table and then go backwards to see how the cereal is made, underscoring the simple slogan at the spot’s end which is, “It all begins with sunshine and grains.”

Credits

Client Kellogg Europe Agency Leo Burnett, London. Guy Moore, creative director; Mark Franklin, Rob tenconi, creatives; Alessia Small, producer. Production Hornet Inc. Yves Geleyn, director; Jan Stebbins, exec producer; Cathy Kwan, producer; Joel Kretschman, live-action producer; Ivan Abel, DP; Carlos Ancalmo, storyboard artist; Mandy Smith, are director; Kim Dulaney, Andres Gutierrez Torres, Sarah Orenstein, Diana Park, designers; Michelle Higa, Harry Teitelman, animatic animators; Lee Gingold, lead compositor; David Hill, Joanna Newman, compositors; Tiffany Chung, Ted Wiggin, roto artists; Nathan Aquith, Melissa Chow, Eric Duke, Peter Erickson, Ben Kress, Tim McDonald, Hayley Morris, fabricators; Angela Stempel, fabrication & compositing intern; David Hawcock Books, paper engineer; Nate Spengler, 1st AC: Don Ganfield, motion control operator; Roman France, DIT; Michael Yetter, gaffer; Chris Clarke, best boy; Matt Walker, key grip; Matt Cryan, 2nd grip; Jon Osterman, VTR operator; Stephanie Andreou, script supervisor; Milton Katz, Stevie Weinstein-Foner, production assistants. Editorial Hornet Inc. R.J. Glass, editor

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