Reading. Writing. Arithmetic. What are they? Thanks to Porter Novelli and Kellogg, these traditional bastions of elementary education have taken a backseat to the rapidly emerging discipline of Rice Krispie sculpture.
Kellogg asked PN's creative team to come up with a campaign to publicize Rice Krispies to a family audience. One of the company's mandates was for PN's creative team to 'have a lot of fun with it,' according to vice president Julie A. Schumacher.
The result: Kellogg's Rice Krispies Treats Recipe Sculpturing Contest for Schools. With help from teachers and parents, 101 groups of students in grades K-6 constructed sculptures out of Rice Krispies, marshmallows and butter (materials like Styrofoam and chicken wire were allowed for support).
Contest rules required the sculpture to be a minimum of two feet in either height, width or depth. Entries were judged using four criteria: educational value, creativity/theme, team approach and development of structure. With $30,000 worth of prizes up for grabs - including $10,000 earmarked for the winning school - the contest inspired more competitive spirit than this month's elections.
The winning entry, 'Humanitree' from the Tippecanoe School for the Arts and Humanities in Milwaukee, WI, shows there might be a few budding Rodins plying their craft in Middle America. Plus, the contest received extensive media attention: as of presstime, The Tonight Show with Jay Leno had expressed interest in 'covering' the November 17 party for the winners.
'Schools are looking for better ways of teaching children,' said PN's senior VP Lisa Travatello. 'The contest reinforced that education can and should be fun.'.