- As part of its recently launched, “You’ve Got This,” global brand platform, Quaker has launched a digital marketing campaign called “100 Reasons to Rise,” featuring imagery and audio interviews of 100 individuals, ages one through 100, as they have breakfast on an important day in their lives.
- The campaign, shot by world-renowned photographer and Academy Award nominee Misan Harriman, is meant to highlight a universal human truth that how people rise influences how they go about the rest of their day.
- The campaign is housed on an interactive digital platform that includes Harriman’s photos as well as recordings of the individuals telling their own stories. In addition, Quaker is turning the 100 Reasons to Rise images and stories into an in-person exhibit which will include an interactive pod for viewers to get an inside look at the photo series. The exhibit debuted at Toronto’s Harbourfront Center on April 10 and will be viewable at the city’s Union Station later in April.
The 100 Reasons to Rise campaign is inspired by Quaker’s research, which found that 40% of respondents in a global survey said mornings are the most hopeful part of their day. Additionally, 70% of respondents find hope in the people around them, and two-thirds said stories of people overcoming their challenges can help them keep going.
“The ‘You’ve Got This’ platform celebrates the humble heroes that fuel and inspire us on the days that matter most. It’s on those big days in which a small gesture, a word of encouragement, or a comforting bowl of oatmeal makes all the difference,” said Ciara Dilley, Quaker’s global vice president of marketing. “Quaker’s ‘100 Reasons to Rise’ [continues that] focus on celebrating the everyday heroes – capturing their morning rituals on their most important days.”
Among the stories highlighted in the campaign are a one-year-old whose day will include being a ring bearer at his parents’ wedding, a 61-year-old man gearing up to meet his new grandson, and an 86-year-old woman who fuels her zest for life through movement, like salsa dancing.
“The photography aspect of this part of the overall campaign really adds a deeply personal touch, making it the perfect avenue for connecting with individuals,” Dilley said. “It was important to the brand that the campaign felt genuine and reflected the world today, the diverse range of subjects photographed was essential to capturing that authenticity, allowing anyone and everyone to relate to these moments that are truly universal. This magnetic black & white photo series captured by Misan beautifully encapsulates the inherent humanity of our morning rituals and the authentic human experience at breakfast, a moment of hope and a fresh start.”
Quaker launched its “You’ve Got This” global brand platform earlier this year, with a focus on celebrating the “everyday heroes” that cultivate the potential of others. The campaign included a moving short film directed by BAFTA award-winning director Charlotte Wells that followed a father and son going through life from childhood to adulthood. The film shows the father giving his son encouragement and support throughout key moments in his life and, of course, giving him breakfast. By the end of the ad, the son has a family of his own, whom he supports with encouragement and oatmeal.
