For decades, hip-hop has been showing love to Froot Loops, with artists name-dropping the cereal in more than 1,000 songs. Instead of trying to force its way into the culture, Froot Loops decided to celebrate the love that was already there. Through this award-winning campaign, Follow Your Ears, the teamed up with artists, creators, and jeweler Kristopher Kites to turn iconic rap references into street art, custom jewelry, and real world discoveries that rewarded fans for their rap knowledge. What started as a cereal brand became a celebration of hip-hop's creativity, proving that Froot Loops wasn't just part of the conversation…it had been in the bars all along.
CASE STUDY
Provided VO talent and co-wrote script
FROOT LOOPS ART
We collaborated with artist across five different cities to create Froot Loops inspired art work and murals.
POSTERS IN THE WILD
Posters created with Froot Loop-inspired bars baked into the viz. Hip-Hop fans can decipher the bars and share their answers on social.
INFLUENCERS
Influencers did what they were suppose to do. Shared the hype around the Follow Your Ears campaign and it took off!
THE PROCESS
Creator & Jeweler, Kristopher Kites shares BTS footage of the creation of the Follow Your Ears custom jewelry for fans who correctly guessed the lyrics.
CREDITS
CHIEF CREATIVE OFFICER: ROBERT CLIFTON
ECD: DECHAZIER PYKEL
STRATEGY: ANDREW LAMAR, TYRA WILLIAMS
ACD (ART): RONNIE VOSS (MYSELF)
CW: CREE MOORE
ART: REUBEN LEVI