“I’m hungry.”

Chloe Kim’s iconic tweet – sent between her 2018 Winter Olympics Gold Medal winning halfpipe runs – became our muse for her collaboration with General Mills. From her tweet, we crafted the “Stay Hungry” call to action for our campaign leading up to Chloe’s 2022 Olympics run — Stay Hungry for Cinnamon Toast Crunch. Stay Hungry for that next podium. And above all, Stay Hungry for Gold! We kicked off the campaign by partnering with Chloe’s board sponsor, ROXY, to create custom graphics for her signature model board featuring her favorite cereal Cinnamon Toast Crunch, dusted with Cinnamojis of course. Chloe rode hers for halfpipe training sessions in the run-up to her back-to-back Gold Medal podium performance in Beijing while eight lucky #chloesweepstakes winners rode away with their very own boards. For the seeding of Chloe’s limited-edition General Mills SNO-GURT product pack, CHLO-GURT which included a snowboard fingerboard, SGK amplified the experience by delivering a snowboarder’s dream – their very own fingerboard-sized snowboard park! Select athletes and influencers, and one very lucky #chloebreakfastgiveaway winner, could now chase their own podium dreams. In addition to the snowboard park, our kit included branded essentials like fingerless gloves, an armband lift ticket case, and of course, Chloe Toast Crunch and CHLO-GURT.

Stay hungry, Chloe!

Executive Creative Director: Aaron Carlsson
Lead Design / Art Direction: Derek Walker
Snowboard Art Direction & Design: Alyssa Barnes
Support Design: Maddy Wignall / Gabe Fernandez
Account Management: Bryan Humphreys
Project Engineering: Greg Schaal
3D Visualization: Kristy Hampton

ClientGeneral Mills x Chloe KimServicesStrategy, Design, Art Direction, Graphic Design, Production, Seeding, Social Media Impact

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