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Music & Sound
Music Original - Song

Bronze Winner

Entrant: MassiveMusic, New York
Fiber One - "Expecting"

Corporate Name of Client: General Mills

Agency: Saatchi & Saatchi New York, New York

Chief Creative Officer: Jay Benjamin

Production Company: Argentinacine

Director: Augusto Zapiola

Executive Producers: Bruce Andreini/Keith Haluska/Nano Tidone

Director of Photography: Julian Ledesma

Editor: Aaron Langley

Music Production Company: MassiveMusic, New York

Music Executive Producer: Diederik van Middelkoop

Music Performed By: Michael Bolton

Song Title: I Just Can’t Wait To Meet You


Description of the Project: 
The typical American diet includes very little fiber, and as a result, more than 73 million Americans suffer from irregularity and constipation. They often experience symptoms - like bloating, irritability, and discomfort - but don’t know that it’s directly caused by their irregularity, or that eating fiber can help. Fiber One asked Michael Bolton to dedicate an anthem of hope to America and its gestating food babies.