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Shaken & Stirred - Influential Brand Profiling and Positioning

McCann London and Shredded Wheat give consumers chance to ‘Shred Life’ and win £150 in diving competition

McCann London and Shredded Wheat have given consumers the chance to ‘Shred Life’ in a new diving competition with a £150 cash prize.

Following on from the Shredded Wheat campaign in which a diver was seen jumping into the chlorinate unknown to ‘Shred Life’ himself, the brand has expanded the creative further by allowing consumers to have their turn.

Partnering with Flux Broadcast, responsible for capturing and live-streaming the event, Shredded Wheat and McCann London opened up Crystal Palace swimming pool to the public and challenged them to jump off a diving board and into the water while grabbing the Shredded What box containing £150 and a year’s supply of the cereal.

Streamed using Facebook Live from the Shredded Wheat Facebook page, ex-Olympic diver Chris Snode and sports commentator Carlton Kirby gave poolside commentary at the event, while diving coaches were on hand to guide people on the best and safest way to dive.

The event took place from 11am – 2pm on Thursday 15th September.

Credits:

Executive Creative Directors – Rob Doubal, Laurence Thomson

Creative Directors – Matt Crabtree, Simon Hepton

Head of Integrated Production – Sergio Lopez

Executive Producer – Sophie Chapman-Andrews

Agency Producer – Doris Tydeman

Business Affairs Executive Producer – Melita Watt

Business Affairs Manager – Lizzie Carter

Planners – Nathaniel Hill and James Appleby

Managing Partner – Kate Modeland

Account Director – Laura Weightman

Senior Account Manager – Lauren Benezra

Account Manager – Chris Braks

Project Manager – Jon Marshall

Media Agency – Zenith

Production Company – Craft

Director – Blake Claridge

Live Stream Agency – Flux Broadcast

Post-Production – Craft

Sound Studio – Craft