Creative Agency: Geometry Global New Zealand
Designer Reuben Hannaford
Creative Director Peter Wujkowski
Art Director Borja Iciz
Photography Theo Leach
Project Type: Produced, Commercial Work
Client: Kellogg’s
Location: Auckland, New Zealand
Packaging Contents: Breakfast Cereal
Packaging Materials: Cardboard

Nutri-Grain wanted to connect to teens who are glued to the couch by compelling digital content. The aim was to inspire them to get outside and be more active by using the very devices they find hard to put down.

We pushed Google Cardboard’s concept to the limit and designed a cereal pack that transforms so effortlessly, even an 8-year-old could make it into a Virtual Reality Headset. After all, this was still a gift at the bottom of a cereal box.

Opting for a stylish, futuristic aesthetic that was going to intrigue and excite teens the moment it caught their eye among the colorful commotion you’d expect to see in the cereal aisle. We decided to create a Nutri-Grain pack that turns into a Virtual Reality Headset. Combined with the Nutri-Grain smartphone app, it delivered immersive real-world experiences from the point of view of extreme professional athletes right at the breakfast table.

What’s Unique?
We designed and printed a dieline on the inside of the cardboard Nutri-Grain cereal box along with a set of instructions. Kids were able to create the ultimate toy at the bottom of the cereal box for themselves – a fully functional virtual reality headset.