LUCKY CHARMS: LUCKY’S CHARMOLOGY

2024 / Agency: VML / Role: ECD / Client: General Mills

A first-of-its-kind commerce experience that turned Lucky Charms into a magical fortune. Each bowl revealed unique fortunes through an at-home mobile experience. Simply by accessing luckyscharmology.com, users scanned their bowl to read the charms and unlock daily fortunes. From love and friendship, to fame and money, and of course luck, consumers got endless readings every day. Plus, every scan also unlocked exlusive Circle offers on Lucky Charms at Target promoted through the mobile experience, brand store and Roundel media. To launch it, we created live sessions on social media with two of the most popular astrologists on Instagram and TikTok, where shoppers tuned in every Friday morning to get personal readings.

2024 Cannes Lions / Silver - Brand Activation
2024 Clio Awards / Bronze - Social Media
2024 Clio Awards / Bronze - Direct
2024 D&AD / Shortlist
2024 ANA Reggie’s / Gold - Digital, Social
2024 ANA Reggie’s / Bronze - Small Budget
2024 NA Effie Awards / Bronze- Commerce & Shopper Single Retailer/Mass
2024 Drum Awards / x2 Shortlist
2024 Adweek XP Awards - Best Mobile