Creative Director/Art director
Millions of kids quit playing sports by age 13. The reason? Their parents take all the fun out of it for them. By continually putting pressure on them to win, by embarrassing them at games, by riding the refs, you name it. Parents seem to forget that playing sports is about the kids and about having fun. So we developed a guerrilla campaign of posters placed around sports facilities that remind parents to lighten up. This was backed up by a video which was shared out via the millions of folks who follow Frosted Flakes.