Progress is overrated. At least that's what Frank Druffel, the fictional Post Shredded Wheat CEO we created, likes to say.

We turned Post Shredded Wheat's perceived negative—the fact that it's been the same, dusty old cereal since 1892—into a positive by shining a light on modern life. So many innovations that were supposed to improve life, from food to finance, have actually mucked it up. But not Shredded Wheat. They got it right over 120 years ago and stuck with it. 

Frank made the argument for Shredded Wheat putting the "no" in innovation wherever he could, including TV, major print publications, the web, social channels, and a 6-episode online series about a cereal company that does everything it can to do nothing.

Cannes Lion — Titanium & Integrated

Agency: Ogilvy

Client: Post