Cinnamon Toast Crunch’s confessions of a cereal killer

The Martin Agency has unveiled this fun new campaign for cereal brand Cinnamon Toast Crunch, titled Must Cinnadust, inspired by the addictive world of true crime documentaries.  

At the centre of the initiative are two wonderfully wacky films which introduce a sinister cinnamon square character who, through dramatic monologues and ominous murder scenes, confesses his addiction to eating his fellow cereal friends.  

The work revamps the nostalgic 2D cereal square characters first introduced in the early 2000s, reimagining them through richly detailed stop motion with cinnamon swirl patterns and real Cinnadust crystals.