The three executions – which include the endline ‘Start Your Day Awesome’ – are bold and playful. Each of the illustrations – that reference screenprint pop and comic art – put the product centre stage and are quite literally bursting with energy. A retro rocket soars; a bi- plane loops the loop; the product explodes with a ‘POW!’
“Our new ads capture the energy and passion of our brand, the power of oats, and champion our new £1 bircher muesli pot. Aesop have worked tirelessly to nail the creative and deliver a fantastic campaign,” said MOMA’s Founder and MD, Tom Mercer.
MOMA started selling oatie breakfasts in 2006 with a stall in Waterloo station (made from a converted filing cabinet). The brand has gained a significant share of the breakfast on-the-go market and is now available in Waitrose, Sainsbury’s and Boots.
“This was all about communicating what MOMA stands for – Making Oats More Awesome. We wanted to make the brand stand out in a dramatic and simple way – if the oats are more awesome, they’re going to make you feel more awesome too. What better way to start your day?” added Martin Grimer, Executive Creative Director, Aesop Agency.
The campaign will be rolled out in London Underground stations throughout May.
ECD: Martin Grimer
CDs: Simon Hipwell & Matt Pam
Designer: Danii Kedik
Illustrator: Peter Greenwood
Retoucher: Richard Pettiford
Account Director: Tommy Smith