Nature Valley "Field Trip" (2014) 1:50 (Canada)

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

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