Creativity

Green Giant Teases the Return of Its Iconic Mascot

He's Back for Modern-Day Audiences

By Ann-Christine Diaz. Published on Sep 23, 2016

Editor's Pick

Last year, CPG brand Green Giant found a new home, moving from General Mills to B&G Foods. Now, the brand has teased the return of its iconic mascot, the Green Giant, in a cinematic film.

Directed by Patrick Daughters, "The Giant Awakens" is Deutsch, New York's first work for the brand. More anticipation than revelation, it captures the quizzical looks of folks across the country, heads glancing upward, eyes wide, as they catch a glimpse of the newcomer in town whom we only see via his shadows and massive footprints. At first the film seems a bit menacing, mysterious, but a whimsical track kicks in to lighten the tone.

The film is part of a 360-degree push around the giant, which will seek to remake the mascot for today's viewers. This has become a recent trend of sorts, with brands like Brawny and KFC giving modern-day makeovers to mascots like the Brawny Man and Colonel Sanders.

Check out the Green Giant through the years here.

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About

Credits

Date
Sep 23, 2016
Agency:
Deutsch New York
Client:
Green Giant

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