In this campaign for General Mills/ Annie’s Homegrown kids eat sand, color all over themselves, or get trapped in a t-shirt, just to remind parents the simple truth. Kids don’t always make informed choices.

They’re just kids!

They don’t know about the benefits of simple, natural, organic ingredients, nor are they wary of pesticides, hormones and artificial flavors. And they’re not supposed to. They’re kids. Their brains just aren’t big enough to think about that stuff. But parents do. Because you’re smarter than them. So it’s up to you to be the ultimate snack-chooser. At the end of the day, it’s your house, so it’s your snacks.

The campaign ran on social channels where Annie’s has seen explosive growth. Ads include a series of :15 videos, photography and social creative to demonstrate the many reasons why kids shouldn’t be picking their own snacks.

CREDITS

Client: Understood.org
Animation Studio:
Role: Pitching, concept development, creative direction, art direction, design.