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Mission Tiger Presents: The Greatest Comeback
Our Client
Kellogg’s US
Agency
BeCore, Leo Burnett, Weber Shandwick, Star Com Worldwide and the CBS Sports team
Type of Engagement
Commercial Production
Industry
Packaged Goods
What do you get when you pair youth football with an iconic Tiger and a popular Eagle?
Just picture it: a group of talented and driven young athletes in Philadelphia who are passionate about sports but who face a crushing reality–their school's sports programs are being cut due to a lack of funding. These kids risk missing out on crucial life lessons that are best learned through athletics: values like patience, persistence, and teamwork. It's a disheartening situation that Kellogg's US just couldn't ignore.
So they didn’t. Kellogg's got in the game and created Mission Tiger, a multifaceted, ambitious, and novel initiative that leveraged the power and notoriety of NFL talent, CBS Sports, and the iconic Tony the Tiger to carry out a meaningful mission: showcase an exhibition flag football game between those same young Philadelphia athletes but do it in a way that would rival anything fans might see on a Sunday.
Why all the fanfare and pageantry of an NFL offering? By featuring the young athletes alongside Philadelphia Eagle QB Jalen Hurts and Tony the Tiger – the iconic animated talking mascot – who had to be featured prominently throughout, the game could create new awareness of the nationwide funding issue and inspire those who viewed it to buy a box of Frosted Flakes in support of funding Mission Tiger's very worthwhile cause of youth sports.
Since Kellogg's wanted to do even more to make a difference in these kids' lives, they also stepped up and upgraded the school's athletic field, donated team uniforms, and provided $75,000 to fund the school's sports programs with new equipment and bus rentals for games. It was an additional play in support of youth athletes who otherwise wouldn't have had access to such resources.
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Bowstring helped Kellogg’s score through the power of teamwork. When it came to making Mission Tiger a reality, Bowstring easily partnered with a roster of some of the best agencies in the game including BeCore, Leo Burnett, Weber Shandwick, Starcom Worldwide, and CBS Sports.
In collaboration, Bowstring produced an entire live football game that would make any Sunday Night Football fan jealous. Bowstring also created a 2-minute long-form piece, three broadcast promos, and a series of social media posts featuring an all star lineup of the cast, Jalen Hurts, the animated Tony the Tiger, and the entire CBS Sports broadcast team, including Andrew Catalon and Tracy Wolfson.
With only one day to shoot everything from game coverage to promos, the pressure was on. Bowstring also had the extra necessity of collaborating with Tilt Shift, the animation team responsible for bringing Tony the Tiger to life. With such a tight turnaround, every minute counted. But Bowstring was up for the challenge.
One of Bowstring’s biggest value-adds was the ability to manage all of the partners involved in the decision-making process off the field and gain all related approvals throughout the production. It was a detailed collaboration that turned into a real labor of love. And the results speak for themselves. The team brought Tony the Tiger to life like never before, through a voice actor and the use of a motion capture suit for the shoot. Bowstring worked tirelessly with the animation team at Tilt Shift to lock in all of the shots. Just 48 hours after the shoot, Bowstring had everything ready to go, thanks to the amazing team at Leo Burnett.
Mission Tiger was a total win! Bowstring played a crucial role in that win by delivering all content pieces on time. Despite an aggressive 30-day post-production timeline, Bowstring came to play.
By collaborating effectively with all key players to further the aims of Kellogg's Mission Tiger, Bowstring delivered not only what was promised (a stunning 2-minute long-form video, 3 15-second promos, and 3 30-second promos) but an extra sizzle for Nickelodeon, as well, all on time and on budget.
Mission Tiger was a game-changer for these young athletes in Philadelphia and served as a beacon of hope for underserved communities nationwide. Thanks to their successful mission, Kellogg’s was able to do their part to help ensure the future of youth sports by raising awareness and much-needed funds. Bowstring was honored to do their part to help kids win.