Kashi, 2011 Cereal Trial Event

Every year Kashi launches initiatives called “trial events,” which are multimedia campaigns that usually involve either product giveaways or discounts. The goal of these events is to gain new fans.

In spring 2011 we worked on a trial event that centered around their cereals. As their digital agency of record, The Barbarian Group collaborated closely with Kashi’s broadcast, print, PR and packaging agencies in order to create a fully integrated campaign.

As Art Director and creative lead for the account, I led the creative work which not only involved visual design, but also strategy, concepting, IA/UX and content development.

Early concepts: