KIND® Snacks Canada’s latest campaign by spotlighting the simplest, most honest ingredient at the heart of every KIND® core bar: real, whole nuts. And who better to celebrate that than nature’s original nut-lovers — squirrels?
The creative taps into a uniquely North American insight: squirrels aren’t just wildlife — they’re often beloved cultural mascots. With more than 23 native species, squirrels embody the energy and enthusiasm of the season. The campaign leans into that affinity with humor and heart, delivering a clear message: KIND® bars are as nut-packed and ready for adventure as the people (and squirrels) who crave them.
Set against the backdrop of an action-packed summer spent in parks and other green spaces, the campaign positions KIND® Snacks bars as the go-to choice for health-conscious consumers on the move. Whether it’s hiking, road-tripping, or patio-hopping, KIND® is the snack that keeps up. And like the ingredients in KIND® bars which feature real and whole ingredients, the McCann team worked to ensure the actual production of the campaign reflected this ethos by ensuring the shoot was as real as the whole nuts included in the product itself.
Led by Creative Directors Athina Afton Lalljee and Benjamin Playford, our team was proud to steer away from AI-generated imagery and create a piece made solely with practical effects. The work combines nature photography with hand-crafted prosthetics captured in-situ to create a visual that feels as authentic as it is bizarre. It’s a true work of craftsmanship—handmade, photographed, and pieced together by a skilled team. Wholesome, just like the bars themselves. All of it came to life not in a studio, but in a park… with squirrels as the stars of the production.
