Life cereal had not had a new campaign since "Mikey."

My partner and I were determined to kill him.

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The way we did this, started with trying to capture the simple truth of a cereal that was supposed to be good for you, yet surprisingly delicious.

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The answer came one morning as I was enjoying a bowl of Cinnamon Life cereal. I was playing the games on the back of the box when I spied a little sub-head above one of the puzzles, it read," Life is full of surprises."

This became the platform idea in creating an extremely powerful, NEW campaign of small stories in which the surprising taste drives surprising behaviors.

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Sales hit a level not seen since the seventies and Mikey was finally laid to rest.

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The campaign went on to garner a Gold Effie.