
WHEATIES ︎
To celebrate the 2019 Women’s World Cup, Wheaties challenges what it means to be a champion in the modern world. We’re taking women off the shelves and breaking the box.
ART DIRECTOR: SARAH RUIZ
COPYWRITER: CATE MABRY
REDEFINING CHAMPIONS
To celebrate the 2019 Women’s World Cup, Wheaties challenges what it means to be a champion in the modern world. We’re taking women off the shelves and breaking the box.
ART DIRECTOR: SARAH RUIZ
COPYWRITER: CATE MABRY
BRAND ANTHEM
PACKAGING
Boxes feature athletes whose values transcend athletic achievement. The “Wheaties” logo is replaced by the athlete’s legacy to show that we are not peddling cereal, we’re pushing change.

OOH
Our posters are an evolution of the iconic cereal box. For so long, we have celebrated typical athletes. It's time to champion the women excelling in both athletics and activism—a champion doesn’t have to fit into one box.




LOCAL OOH
Our goal isn’t just to inspire—it’s to empower; to reach young women with a message that facilitates action. Promising young women will be championed in their hometowns and given a platform to extend their outreach and activism. Because when you recognize someone breaking the box, you can begin to see yourself there.



SOCIAL
This series of social posts dive deeper into our champions’ story, achievements, and hurdles. Photos are designed so the viewers can swipe, illustrating how the champion is more than just a sum of her parts.

OFF THE SCREEN
Our champions come to life to give viewers a personal look into their lives with a VR experience.
*Snapchat and Instagram filters allow for the athlete to come off of the box



H.M.U.
Brick & Mortar
718 East 6th St.
New York City, NY
10003
718 East 6th St.
New York City, NY
10003
External Validation
2019 One Show Finalist
Featured in Ads of The World (x4)
2019 One Show Finalist
Featured in Ads of The World (x4)