The problem with breakfast: it happens in the morning, when we’re already short on time. So General Mills launched a new, drinkable breakfast called BFast to combat this issue. Now all we had to do was get it into the hands and mouths of our target audience.

So we did what anyone would do - transform a banner and satellite radio into a GPS-powered activation. Hmmmm it seemed simpler at the time, but it worked.

Created with (and bicycled powered by) Daniel Edelman (AD).

RESULTS:

• In under 76 hours, we received 2.7MM impressions