General Mills made a promise to remove artificial flavors and colors from their cereals. We wanted to bring that promise to life with all the other promises parents make to their children. And like the new cereals, we made sure it wasn’t too saccharine sweet.

In addition to the film, calligraphers created custom promises that we released on instagram and pinterest to launch the campaign.

CD: Susan Young, Daniela Vojta

Associate Creative Dir.: Nick DiLallo

Producer: Deb Archambault

Animation: BUCK