True
North nut snacks is searching to find a story about your life's passion that
will be filmed and broadcast during next year’s Academy Awards.
The
TrueNorth brand has struck a partnership with Oscar-winning actress Helen Hunt,
who will direct the 60-second spot. Consumers are being invited to
submit essays on www.truenorthsnacks.com now
through Dec. 31 for a chance to have the story of their most compelling passion
told in the spot to air during the 81st Annual Academy Awards broadcast on Feb.
22, 2009.
This
is the first time a major consumer brand is reaching out to Baby Boomers in a
massive social media campaign using the internet.
TrueNorth
will be the exclusive snack category advertiser during the annual film awards
show. The spot will be one of several that TrueNorth will run during the
pre-show and the awards show itself.
“We
want to find people who have found their “True North” and put a spotlight on
their powerful stories,” said Regan Ebert, vice president and GM, warehouse
direct business for Frito-Lay North America, in a release.
The
personal passion spot will be the starter for a multimedia campaign on national
TV, in print and online that will include three inspirational stories the brand
has already discovered. The campaign will include profiles of Gary Greff,
whose sculptures adorn his hometown of Regent, ND, Majora Carter, an ecology
activist in the Bronx, NY, and Teddy Gross, who is empowering children with the
power of a penny.
StrawberryFrog
is the creative agency for Frito Lay True North, working in close partnership
OMD media and Ketchum PR.
Link to the story: http://promomagazine.com/contests/news/fritolay-seeks-stories-1119/
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