The sad fact is fewer than 10% of kids spend any time in nature. And it's not just because they love their tablets and smart phones. General Mills brand Nature Valley partnered with the Boys and Girls Clubs of West Scarborough in Toronto to get the kids out of the concrete jungle and into the awe-inspiring forest. Once there they learned about nature first hand. Something they really don't get to experience where they are.

I applaud this move. Not only is this strategically smart for Nature Valley, the granola brand, but it's also a fantastic piece of content that shows what the brand represents without hitting us over the head with brand linkage.

Nature isn't only for the privileged; it's something we can all benefit from. Children and adults.
As a companion piece to this effort, if you go to Nature Valley's Canadian website, you have a chance to make a donation to the Boys and Girls Clubs of Canada.

Nice job, guys.

Client: General Mills Agency: Tribal Worldwide Toronto Creative Director: Joshua Stein Copywriter: Sanya Grujicic Art Director: Andrew Bernardi VP Business Unit Director: Stephanie Wall Business Unit Director: Miles Savage Strategy: Sandra Moretti Media Company: Cossette Graphic Designer: Earvin Fanfair UX Designer: Daniel Wiseman Developer: Justin Masse, Adrien Montpellier Agency Producer: Elizabeth Fitzpatrick Freelance Producer: Donna Heffernan Production Company: Radke Director: Ben Addelman Post-Production Company: Married to Giants Editor: Kyle McNair Online Editor: Trevor Corrigan, Married to Giants Colourist: Jason Zukowski, Notch Audio House: Eggplant

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.