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My Most Immortal Ad: Roanna Williams on Shreddies' 'Diamond Shreddies'


The Immortal Awards juror and Net#work BBDO chief creative officer opts for Ogilvy Toronto's 45 degree change of direction for Shreddies

My Most Immortal Ad: Roanna Williams on Shreddies' 'Diamond Shreddies'
With just a few weeks to go until this year's Immortal Awards deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Chief creative officer of Net#work BBDO, Roanna Williams' approach to selecting her most immortal ad was quite simply to think of the oldest ad she could remember, settling on a devastatingly simple, smart 45 degree tilt by Ogilvy Toronto for Shreddies...

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.

Shreddies 'Diamond Shreddies' (2008)

Why is this ad immortal?

Being asked to put forward one ad you vote as immortal is a tough ask. Many ads popped to mind. And the ones that did, were on this site already. So, it was back to the drawing board. I decided that my approach would be to choose the oldest ad I can remember. That would prove that it’s immortal? No? 

So, here goes… 

Shreddies, a square-shaped breakfast cereal brand, born more than 60 years ago, needed a campaign that would take it back to its leading spot in the breakfast cereal market. Enter… an intern, joking that Shreddies is not square, but a diamond shape. And so, Diamond Shaped Shreddies were born. An idea that demonstrated the possibility of creating intangible added value for Shreddies without changing anything about the original product, except for a revamped cereal box image. 

This is a smart example of how a simple shift in perspective can change human perceptions about a brand. What started as a daunting relaunch task, was solved with 45 degrees. Definitely immortal, because diamonds are forever, after all. 


Client: Shreddies
Creative Agency: Ogilvy Toronto
CCO: Nancy Vonk/Janet Kestin
Art Director: Ivan Pols
Writers: Tim Piper/Hunter Somerville
Producer: Shenny Jaffer
Directors: Ivan Pols/Hunter Sommerville
Account Director: Kristi Karens
Director of Marketing: Jennifer Hutchinson
Production House: AVH Communications
Prod Producer: Al Good
Video Post Facility: Relish
Editor: Alison Gordon
Sound Design: Wanted
Focus Group Moderator: Kerry Griffin
Talent for Viral: Real focus group participants

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.


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The Immortal Awards, Tue, 10 Aug 2021 16:00:00 GMT