McCann NY & General Mills' Lovely Typography Illustrates Promises by Mums

General Mills is committed to removing artificial flavors and colors from artificial sources from all General Mills cereals by 2017.  In October, McCann NY called attention to this commitment with a call for a real Trix Rabbit. To create further awareness, the agency is launching a digital campaign that’s all about the commitments parents make to their families. It includes a film about one mom's promise, animated by production studio Buck, as well as a typographically illustrated Instagram component.

In the Taste of General Mills blog, Steve Bruch, associate marketing manager, Cereal said of the film: “There’s something really special about the calligraphy in this video. Like a handwritten note, it is more personal. The calligraphy and art also convey an array of emotions – highlighting the humor, challenges, and unconditional love that every parent experiences in every day moments with their children.”