How are a plum and a rabbit alike?
They’re both purple, except for the rabbit.
It is bizarre, ridiculous and would irritate the reserved and solemn of the world. If you were to ask me “how are hotdogs/pretzels/tacos and All Bran cereal alike?” there is a great chance i would respond similarly to the this rabbit:plum explanation.
However Leo Burnett Colombia have seen beyond these antijokes and have found a dense relationship, i.e. All Bran will help “release” the hotdog/pretzel/taco in digestion.
What better way to communicate that All Bran helps you poo? Who wouldn’t think of creating characters from common foods that often sit in bowels without relief? To feed off the tagline “help them find the way out,” simply place them in social situation where they may be lost.
I actually really love this campaign. It is so revolting and obscure that it is genius. The simplicity of the design and warm colour use is superb, and the character illustrations are beautiful. The faint All bran box gives it a raw sketch essence, like something doodled in the back of a book. I can see how some may may criticize the transparent All Bran, but to me it reiterates the “clearing” of the bowels. Moreover, if you see a blind pretzel, chances are you will continue searching for the advertiser.
My only criticism lies in their depiction of ‘lost foods’ finding their way out. They have illustrated ‘lost’ with one struggling busker, and two blind characters. Did they really have to assert the blind as lost twice? I am sue there are others that may need to find a way out. Perhaps somebody stuck in a box, or in a religious sect? Yet that may not go down* too well in Columbia.
Advertising Agency: Leo Burnett, Bogotá, Colombia
Creative Director: Francisco Castillo
Copywriter: Daniel Payán
Illustrator: Rafael Fornaris