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Quaker just launched a new campaign that's sure to tug on anyone's heartstrings.
The oatmeal brand's "100 Reasons to Rise" is a compilation of photographs and stories from its customers aged one to 100 as they start their day with Quaker.
To perfectly capture the needed warmth and intimacy for the campaign, the brand has enlisted the help of Academy Award nominee Misan Harriman and collaborator Domizia Saluset to take black-and-white images of each participant, while interviewing them about their special day.
100 Reasons to Rise x @Quaker A photo documentary from the acclaimed @misanharriman & @domisalu capturing people aged 1 to 100 at breakfast on their mornings that matter 📸
— Misan Harriman (@misanharriman) April 12, 2024
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Swipe to see the full series of portraits 👀➡️#Repost@uncommon
・・・ pic.twitter.com/0ukLbrWj1T
The compilation, accessible through the campaign's dedicated microsite, boasts stories of hope and inspiration, giving depth and meaning to the campaign's title.
One such story includes the morning of three-year-old Orion. His mother, who tells the story, recalls the morning of his first day of preschool.
"He’s been telling me that preschool is new and that it feels a bit scary. But then he said that you have to be brave like a knight or a dragon or a horse — which, apparently, are very brave things," Orion's mom shared.
The story is accompanied by a cute portrait of the child playing with his toy cars as his mom feeds him a spoonful of Quaker.
"The campaign celebrates everyday people who awaken the potential in others on the days that matter most," Quaker Marketing VP Ciara Dilley said.
As Real as It Can Get
Made together with creative agency Uncommon Creative Studio, "100 Reasons to Rise" leans into the emotional direction the renowned oatmeal brand has been taking with its global campaign "You've Got This."
Only this time, the stories are as real as they can get.
"This project recognizes individual stories of how we start the day and demonstrates that, regardless of what life throws at us, we have fortitude and hope," Harriman explained in a statement.
"For Quaker to be bold enough to allow us to go to people’s homes and really observe them as they live, that adds a layer of authenticity that always comes through in the lens," he added.
Quaker and Harriman's photo series also comes as part of an art installation in Harbourfront Centre in Toronto, allowing visitors to get in on the creative process of the acclaimed photographer.
"Misan Harriman was the perfect choice as photographer because of his innate ability to capture the authenticity of human connection, which is truly the sentiment behind this project," Dilley concluded.
Editing by Katherine 'Makkie' Maclang
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