Kellogg's — Cerealistas (Brand Ambassador Program)
Creative Strategist & Producer

The brief: turn an obligatory nutritional program into something employees would actually want to engage with. The context made it urgent: new packaging regulations across LATAM required Kellogg's to disclose excess fat, calories, and sugar, and employees, the very people selling these products, lacked the tools to confidently communicate their nutritional, social, and emotional value. Trust was starting to crack from the inside. The Wellbeing Department's answer was a mandatory educational program; my job was to turn that obligation into pride.

I led the strategic and creative direction, creating Luca and Nina, two animated hosts who anchored a full ambassador program: infographics, publications, promotional materials, contests, and live broadcasts across the LATAM region. The program reached everyone, from plant workers to executives, and scaled from compliance training into a full campaign with activations, B2B communication, and merch. After just one year, it was recognized as a Best Practice for combining storytelling, education, and entertainment, paving the way for replication at a global level.