Life

After 10 years of relative silence, the Life team had been given a modest budget and ambitious growth goals. In order to succeed, the brand loved by America and liked by Mikey needed to find it’s place in the modern world.


Today, families have been made to believe that perfection is the standard for everything good in life. We see it in feeds of flawless Instagram posts and envy-inducing pinterest crafts. But this urge to pursue perfection is taking its toll. We put off our happiness, waiting for those perfect moments, but they never come and we’re left feeling inadequate.


We saw an opportunity for Life to stand up for the belief that any moment can be awesome. We created a campaign to remind people that some of life’s best moments are the ordinary ones.

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“With a simple, upbeat ad, Life cereal reconnected with a generation and rejuvenated its message. A far cry from their 1970’s hit, they haven’t strayed from their brand identity and continue to entertain consumers.”

— Campaign US
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Cleaning up is something we all have to do. But, that doesn’t mean it has to be a chore.

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Casting real families helped us find the kind of moments you can’t write in a script.

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