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Lucky's Charmology

Award: Shortlist

Shortlist / Commerce / Purchase Experiences / 2024

Charmology is a first-of-its kind divination method that turns any bowl of Lucky Charms into a magical fortune-telling. An entertaining social & mobile commerce experience.

By partnering with two of the top astrologer influencers on Instagram and TikTok, Aliza Kelly (128K on Instagram) and Stina Garbis (204K on TikTok) we assigned meaning to each of the marshmallows and created a ritual to read it’s patterns and connections on a cereal bowl. From love and friendship, to fame and money, and of course luck.

Credits

Entrant Company

  • VML New York

Client

  • General Mills

Brand

  • Lucky Charms

Advertising Agency

  • VML New York

Country

Associate Director, Project Management

  • Thomas Mercurio

Associate Manager, Customer Marketing

  • Graciela Sanchez

Chief Creative Officer APAC

  • Paul Nagy

Creative Inclusivity Director

  • Jamie Hill

Global Creative Co-ordinator

  • David Cofrancesco
  • Philip Nash

Motion & Content Designer

  • Dariel Bogota
  • Jonathan Bolivar
  • Lucas Pimenta

Motion Designer & Editor

  • Daniel Cruz

Shopper Marketing Manager

  • Erin Clements

Art Director

  • Jhon Igua
  • Somra Shafiq

Associate Creative Director

  • Aaron Branch
  • Andrew Bowsher

Chief Creative Officer

  • Manuel Borde

Copywriter

  • Nojuan Borde
  • Sarah Rocca

Creative Director

  • Alberto Triana
  • David Pinilla
  • Federico Mariani
  • Oswaldo Sa
  • Tomas Lavagno

Global Chief Creative Officer

  • Debbi Vandeven

Global Director of Creative Excellence

  • Jamie Anning

Global Executive Creative Director

  • James Phillips

Head of Art & Design

  • Angelica Galvis

Junior Art Director

  • William Niño

Senior Art Director

  • Laura Arcila

Senior Copywriter

  • Esteban Fino
  • Juan Prieto
  • Nestor Benjumea
  • Vanessa Aricco

Account Director

  • Betsy Reed

Project Manager

  • Krystal Greven

Senior Account Executive

  • Ashley Martina
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