Weetabix. The Weetabuddies.
Media: TV/Digital/Packaging/UGC
My role: Creative Director
Agency: BBH London/Cr: Claire Stokes, Maria Sousa Machado/Prod: Jemima Bowers, Ru Warner/Dir: Tom, Dick & Harry/Th1ng
The brief was to get kids interested in Weetabix again by encouraging them to experiment with different ingredients. The trick was to do it in a way they would notice. Enter the Weetabuddies, a host of oddball characters who can talk without moving their lips (it saves money). The best bit of this campaign were the hundreds of characters invented by the kids themselves. The idea ran and ran.
A website to create and upload new characters
Thousands of Weetabuddies were posted. Here is a small selection..
Weetabuddies going crazy on Twitter
And soon they were making soft toys…