Follow Your Ears
Follow Your Ears
Client: Kelloggs
Agency: Le Truc NYC
Highlights: Winner: 2026 Shorty Award for Physical & Digital Convergence | Finalist: 2026 Shorty Award for Community Engagement | Generated 2 billion earned-media impressions in two weeks | Earned coverage from, NBC, ABC, People, Yahoo and CBS | Doubled Froot Loops’ category share of voice.
Hip-Hop has been talking about Froot Loops for 50 years. We finally listened.
Hip-hop has shouted out Froot Loops in over 1000 songs. Froot Loops had never shouted back. So we turned the iconic “Follow Your Nose” into “Follow Your Ears.” Kristopher Kites, jeweler to some of the genre’s biggest artists, created three one-of-a-kind pieces inspired by the most popular Froot Loops lyrics. Then we hid even more lyrics in plain sight, turning five unique pieces of street art across five cities into clues for a cultural scavenger hunt. Fans followed the art, cracked the references and entered to win, helped along by social clues and creator-led discoveries.
Follow The Lyrics
Nearly 200 pieces of street art appeared across Atlanta, Chicago, Houston, Los Angeles and New York, each inspired by a real Froot Loops lyric. Placed near hip-hop landmarks, every artwork challenged fans to recognize the reference and follow a QR code into the campaign.
Find The Jewels
Celebrity jeweler Kristopher Kites transformed Froot Loops’ hip-hop legacy into two one-of-a-kind grand prizes and 100 custom charms. The pieces brought together cereal nostalgia, Toucan Sam and the unmistakable visual language of hip-hop jewelry.
Eight creators across music, fashion and culture joined the hunt as fans rather than spokespeople, sharing clues and discoveries with their communities. Soon, unpaid creators began joining in too, carrying the campaign beyond its original roster.
itsjmaine, wydjohnny, nicksmusictaste, goodboy.noah, iammosho, khleothomas, malikdmcintyre, zaycamm, kristopherkites.
Creators Followed Their Ears
