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Special K to Women: ‘Nourish Your Next’ Vision

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Special K to Women: ‘Nourish Your Next’ Vision

A staple of American breakfast for more than a century, Kellogg’s continues to hold the hearts of consumers. When the tried-and-true food manufacturer sought to re-frame one of its signature products, Special K, experiential marketing firm, United Entertainment Group (UEG) and graphics production leader, Duggal Visual Solutions orchestrated a branded yet pure photographic exhibition in New York City’s Meatpacking District.

Special K’s transformation from diet cereal to lifestyle brand is conveyed through the “Nourish Your Next” project, which recognizes, celebrates and empowers the “get-after-it, bring-it-on, ready-for-what’s-next women.” The first woman to be honored was Atlanta-based photographer, Kate T. Parker, whose body of work in Strong is the New Pretty characterizes the true beauty in female individuality. Parker’s prize? A Special K sponsorship for her first solo exhibition in New York.

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Duggal consultant, Giselle Behrens collaborated with UEG to ready the newly opened Sky Gallery at 12 Little West 12th Street for Parker’s show, bringing in the Duggal Innovation Lab to survey the space and create concise 3-D renderings that helped Kellogg’s gain full confidence in an otherwise uncharted brand endeavor. After several iterations to perfect the fine details, the final design saw a sectioned-off living room lounge area and three freestanding, oversized walls, with subtly branded fixtures throughout the space.

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Duggal produced 35 prints ranging in size from 24”x36” to 60”x90”, along with 80 autograph-ready 8’’x10” images for the exhibition. The two-day event was highlighted by the appearance of actress Tracee Ellis Ross, daughter of Diana Ross, and lead spokeswoman for the “Nourish Your Next” campaign. Our turnkey exhibition solutions were installed immediately prior to the show and uninstalled within 48 hours afterward.

Tracee Ellis Ross

Actress Tracee Ellis Ross snapped a selfie during Special K “Nourish Your Next” project recipient Kate T. Parker’s photography exhibit at Sky Gallery in New York City on March 16, 2016. (Photo by Stuart Ramson/Invision for Kellogg’s Special K/AP Images)

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