This Special K ad is special for a reason
Laird and Good Company's directing duo PEDEN+MUNK partners with Molly Baz for Special K cereal ad.
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Molly Baz, the best-selling cookbook author, chef, and online dynamo, who’s just added a new ingredient to the Baz recipe.
She’s the first-ever pregnant woman to appear on the cover of a cereal box. It’s a special moment for Kellogg’s Special K; a new box design features a glowing, pregnant Baz as she kicks off Special K’s Special for a Reason campaign, spotlighting inspiring individuals and their stories.
PEDEN+MUNK are Taylor Peden, and Jen Munkvold, a husband-and-wife directing duo and longtime friends of Baz’s, whose signature food and lifestyle photography captured Baz for Special K, and for expectant mothers nationwide.
“We got a call from Molly asking us to shoot her for the Special K box, celebrating her beautiful pregnancy. We would’ve moved mountains to make it work. Crunched on time since she was 39+ weeks pregnant, we flew to LA the next day,” said Jen Munkvold and Taylor Peden.
Credits
powered by
- Agency Leo Burnett/Chicago
- Production Company Sarah Laird Inc
- Director Peden + Munk
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Credits
powered by
- Agency Leo Burnett/Chicago
- Production Company Sarah Laird Inc
- Director Peden + Munk
- Executive Producer Kirsty Meares
- Senior Producer Kim Siedentopf
- Executive Creative Director Mariana O'Kelly
- Creative Director Tammy Retter
- Art Director Madeline Reusch
- Associate Creative Director Chris Le
- Head of Design Alisa Wolfson
- Design Director Kyle Poff
- Creative Director Shin-wey Lu
- Executive Producer Cheherazade Patel
- Art Director Kevin Ramirez
Credits
powered by
- Agency Leo Burnett/Chicago
- Production Company Sarah Laird Inc
- Director Peden + Munk
- Executive Producer Kirsty Meares
- Senior Producer Kim Siedentopf
- Executive Creative Director Mariana O'Kelly
- Creative Director Tammy Retter
- Art Director Madeline Reusch
- Associate Creative Director Chris Le
- Head of Design Alisa Wolfson
- Design Director Kyle Poff
- Creative Director Shin-wey Lu
- Executive Producer Cheherazade Patel
- Art Director Kevin Ramirez
The heartfelt, spoon-fed moment was captured in the comfort of Baz’s home, and with the enthusiastic approval of Chicago-based advertising agency Leo Burnett, home to the Special K account.
By all accounts, it took a village, and the results show: a radiant Molly, an out-of-the-box box and another groundbreaking image courtesy of PEDEN+MUNK. Most importantly, the collective energy of Baz and PEDEN+MUNK has come together to help recognise mothers and mothers-to-be.
Baz, who designed the packaging with her husband, added in a news release that she’s “…thrilled to use this moment as a billboard and platform where we can celebrate the mind-blowing miracle of pregnancy and motherhood that is happening around us all.”
It’s a special partnership that honours a special rite-of-passage. And they’ve just made it part of a nutritious breakfast.
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