Due April 6th, 2010 - Nature Valley granola bars have a rich and authentic heritage – we were the first granola bar created back in the mid-1970’s and our passion for nature is alive and strong in our name. We deliver products that are 100% natural and delicious in a wide variety of flavors. We continually strive to connect people to nature – through embracing it, getting out in it, and preserving it.

BRAND BRIEF

GET:
People who are inspired by the thought of preserving our majestic national parks so that they can be experienced by generations to come

TO:
Form a deeper connection and engagement with Nature Valley and become our brand evangelists

BY:
Showing them that:

Nature Valley is preserving our national parks – and we want you to join us.

America’s National Parks are facing unprecedented challenges. We all need to work together to ensure that our children and grandchildren are able to experience the beauty and majesty of these places the way we have.

At Nature Valley, we’re doing our part to start preserving parks now, and we want you to join us. That is why we support work done in our national parks. Our contributions will support projects that help to reestablish plant life critical to the
Grand Canyon’s ecosystem and nurture the growth of Yellowstone’s wildlife population. With your help we can keep America’s Parks healthy for everyone to enjoy – today and tomorrow.

The Challenge to You: Develop an emotional and empowering video anthem or story that brings to life the idea to Join Nature Valley in preserving our National Parks so that they can be experienced for generations to come.
• Showcase the brand tone and personality
• Be inspiring & empowering
• Leverage our brand assets: Nature Valley logo, National Parks Projects logo

TONE:
Positive, optimistic, aspirational yet relatable, awe-inspiring visuals.

FORMAT LENGTH:
max 90 seconds

CREATIVE CONSIDERATIONS:
1. Look for an idea that is expandable across all types of marketing (TV, digital, print, in-store, packaging)
• How could your work inspire others to join the conversation?
2. Think about how the brand/product naturally fits into the idea (should not feel forced)
3. Think about how your idea is “ownable” by Nature Valley (is the execution something that any granola bar/food brand could authentically deliver?)

Click 'Visit Contest' for complete details.

Prizes

Grand Prize - Once in a lifetime trip to experience the 2010 Tribeca Film Festival in New York City (up to $10,000 US Dollars) and the chance to meet with the General Mills Snacks Marketing Team. Prize includes:
    * Round trip airfare for two (2) to New York City from a major airport nearest winner's home
    * 4 day/3 night hotel accommodations
    * Screening passes and after party access
    * A NYC shopping spree (awarded as $1,000 Visa Gift Card)
    * Meeting with the General Mills Snacks Marketing Team

2nd Prize
    * Design your own filmmaker tech package (up to US$3,500). You will work with our team of experts to create your own tech package - a new computer, new software, new sound equipment

3rd Prize
    * Design your own filmmaker tech package (up to US$2,000). You will work with our team of experts to create your own tech package - a new computer, new software, new sound equipment

4th Prize
    * US$1,000 VISA Gift Card

5th Prize
    * US$500 VISA Gift Card

Runner Up Prizes
    * 5 x Kodak Zi8 Hi-Definition Video Cameras

Eligibility
All Users must be over the age of 16 at the date of entry. (All Users of the age 16 to 18 must have permission of an adult who will receive any prizes or remuneration on their behalf).