Typically, ads for kids' breakfast cereals and the like feature kids bouncing out of bed, or the chaos of a house getting ready for school and work in the morning. This thoughtful campaign from Nesquik in Argentina takes a different approach.
Agency McCann Buenos Aires asked photographer and visual artist Gaby Messina (who's also Mom to 10 year old twins) to film real kids as they woke up in the morning. She also interviews them gently about their thoughts and feelings once they're awake, and the whole thing is set to a soulful guitar track. The tagline is "You get them out of bed, Nesquik awakes them."
The films and photography will feature in TV spots, outdoor and print ads and a series of digital films, to be posted on the Nestle Facebook page, focusing in turn on each individual kid featured in the film.