BOOM ISLAND
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WHEATIES FUEL

When General Mills decided to invent a new generation of Wheaties, they turned to Boom Island for a new generation of package design. With sport legends such as Peyton Manning, Kevin Garnett and Albert Pujols on board, we captured the essence of their competitive spirit with provocative photography and a startling new black box. We reinvented the celebrity endorsement to go along with the new cereal, converting a whole new generation into die-hard Wheaties fans.

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