When the Kellogg Company, which owns the Keebler brand and all those cookies made byelves in trees, got wind of a beautifully miniscule “door” constructed at the base of a tree in San Francisco, they did what anyone would have done: co-opt someone’s personal art project as a cross-platformbranding opportunity: Now, Kellogg has initiated anelf-sponsored campaignthat’s resulted in more than 40 miniature doors on trees across the country. But despite the campaign’s best intentions of bringing “elfin lore into the real world,” the original door-maker, who simply took the project on as something fun to do with his6-year-old son, apparently wanted no part of the marketing magic. “My kid doesn’t watch TV and my kid doesn’t eat cookies,” he reportedly said, declining the offer to participate in the campaign. [Adage]
