Don’t Be Square

Hunter did …

Hunter was 26 and an ad agency intern. He loved to make people laugh and had tried improv but that hadn’t worked out … Now his square old job was to design the back of a cereal box. “If I can’t think up something fun I might as well make them laugh” he thought.

At the same time the cereal’s manufacturer and ad agency were struggling to come up with something to reinvigorate what was a well-loved but tired brand.

Then one day Hunter had an idea … “the stupidest, worst idea” ever he thought. But the more he looked at it … it wasn’t stupid or the worst.

So, his idea was presented to senior creative folks at the agency. They laughed. They pitched it to the manufacturer. They loved it.

Pretty soon Hunter’s idea took on a life of its own as the advertising campaign won huge international awards … and more importantly, dramatically grew sales for the cereal.

Hunter’s big idea? Turn the cereal on its side. Thus square old Shreddies became new Diamond Shreddies.

Diamond Shreddies are a Great Idea because a fresh perspective can often lead to “new and improved” opportunities.