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.
Executive Creative Directors: Rob Doubal and Laurence Thomson
Creative Directors: Matt Crabtree and 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
Sound Studio: Craft
Source: McCann London