Cannes Lions
SAATCHI & SAATCHI, New York / GENERAL MILLS / 2006
Overview
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Description
The site allows children to watch 2 minute animated episodes of a fantasy adventure story starring Lucky the Leprechaun. Episode 1 begins where a TV spot ends to add continuity. After that, the narrative is a self-contained complementary storyline that adds depth to Lucky's character as well as bringing the viewer into a closer relationship with Lucky (and the brand).
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