Leo Burnett Gets Imaginative for Rice Krispies

By Erik Oster 

Leo Burnett London launched a new animated campaign for Rice Krispies inspired by children’s imaginations entitled “Imagine That.”

The campaign’s first spot, narrated by a boy named Toby Jones, imagines Rice Krispies co-existing with dinosaurs. Because the Rice Krispies are constantly trampled by the prehistoric beasts, they enlist a tyranosaurus rex to give them its scream. Armed with the warning yell, the Rice Krispies are now safe from being trampled. Now, since the dinosaurs have long since perished, they just snap, crackle and pop. It’s a cute approach, tapping into the distinct charm of children’s anything-goes sense of imagination and pairing it with some fun animation. The 30-second spot premieres on television today, and will make its cinema debut on Friday. Stick around for credits after the jump.



Project: Rice Krispies ‘Dinosaur’

Client: Paul Humphries – Area Marketing Director, Kellogg Company

Creative agency: Leo Burnett London

Creative Director: Don Bowen

Executive Creative Director: Justin Tindall

Copywriter: Elliott Starr

Art director: Laura Clark

Planner (creative agency): Ian Hilton

Planner (media agency): Nadia Lavelle

Media agency: Carat

Production Company: Hornet Inc /Blink

Directors: Yves Geleyn & Samuel Abraham (Live Action Director)

Producer: Cathy Kwan

Editor: Anita Chao

Music: Huma-Huma Original Music & Sound

Sound Design: Chris Turner @ Jungle Studios

Post Production: Hornet Inc & MPC

Post Producer: Cathy Kwan and Thomas Cole

Agency Producer: Abbie McLean