Nestlé Australia

1. Michelle Katz - Head of Marketing 2. Linda Nguyen - Senior Brand Manager

Ogilvy Sydney *Lead Agency

1. Rachel Pool - Head of Planning 2. Andrew Hankin - Creative Director 3. Jack Burton - Art Director 4. Lucas Fowler - Copywriter 5. Damien Pashby - Group Account Director 6. Matt Richards - Senior Account Director

Forward Agency Australia

1. Fergus Kibble - Managing Director

UM Sydney

1. Daniel Morgan - Senior Client Director

In a fragmenting category, oats had fallen out of favour and were no longer the flavour of the day for young Aussies; an issue for the market-leading, heritage brand Uncle Tobys. So, Uncle Tobys repositioned themselves with a new voice and perspective on the world, changing the way young people saw the brand AND the product. Through a nationwide ‘oatervention’ with supporting contextual creative, Uncle Tobys woke young Aussies up from their superficial behaviour and helped them find true fulfilment in a wholesome bowl of oats.