Many things have changed since 1996, but TWO THINGS have not: the unending demand for Box Tops in classrooms and the passive-aggressive parent vs. parent competition to bring in as many as possible.
So in a 2019 era of barcodes and smartphones, the people at General Mills realized it was time to update the program. So they created a new app that scans your receipt to submit your tops.
When we pitched the program, we played into parents' competitive spirit with a bevy of social leaderboards and a campaign determined to find out ONCE AND FOR ALL who was the TOP MOM, DAD, OR WHOEVER in town.
The result was a sassy, campy, and smart little show that I'm bizarrely proud of.
PASSWORD: topmom
Art Direction + Design: Julie DaMario
VO: Hope Lee
RADIO / TV / RIPS
SOCIAL
ECRM
