KIND

Packed with Nuts

TRUTH WELL TOLD

Squirrels go nuts for nuts, so it makes sense that they would stuff their faces with KIND bars, packed with more nuts than the competition. Clever in-camera magic turned the woodland creatures into the brand’s biggest advocates—leading to 3.9 million impressions since the campaign’s launch.

DESCRIPTION

n a cluttered snack bar category filled with granola, yogurt, and fruit bars, KIND stands out by leading with what others leave out: real, whole nuts. And who loves nuts more than anyone? Squirrels. In fact, with 23 native species, they’re a cultural icon in Canada.

Packed With Nuts is a campaign as real as KIND bars, created by McCann Canada. Just as squirrels stuff their cheeks with nuts, we created visuals of squirrels with cheeks stuffed with KIND bars, which are equally packed with nuts. To make the surreal visuals feel as real as the ingredients in the product, we opted for a handmade approach. The campaign was created in-camera using practical effects—prosthetic squirrel cheeks, sculpted to cradle a KIND bar inside, then brought to life in a park with real nut-loving squirrels. The result: over 3.9 million impressions in the first few weeks.

CLIENT

KIND

BRAND

KIND

REGION

NORAM