General Mills

Fibre One tastes so good people can’t believe there’s any fibre in it at all. We pushed that positioning even further and created a digital support group for people struggling with disbelief. Coping with Disbelief went on to become a multi-year platform for the brand. I came up with the concept and helped write the campaign. The creative was also featured in Lürzer's Archive and Communication Arts. Unfortunately, the idea of people not believing universal facts has aged a little too well.