Mariana O’Kelly of Leo Burnett on Making Sense of the Messy

The story behind that Special K Molly Baz box

Mariana is an EVP/ECD at Leo Burnett. She focuses on Kellogg’s, helping its cereal brands stand out in a fiercely competitive market. As a creative leader, Mariana champions motherhood and challenges industry norms about gender equality. Recently, she oversaw the viral “Molly Baz x Special K” campaign, with the pregnant cookbook author appearing on a cereal box.

We spent two minutes with Mariana to learn more about her background, her creative inspirations and recent work she’s admired. 

Mariana, tell us …

Where you grew up, and where you live now.

I grew up in South Africa and currently live in Chicago. 

How you first realized you were creative.

Getting your own sewing machine for your 21^st birthday was a big deal in our house. On the eve of my birthday, I couldn’t think of anything worse to get, so I asked for a camera. I got a Nikon SLR. My dad had all the equipment for a dark room, so I developed and printed my own photographs. I loved the smell of that room.

A person you idolized creatively early on.

The British painter J.M.W. Turner. He famously tied himself to the mast of a ship during a storm to better understand and depict the power of nature in his paintings. Wow. 

A moment from high school or college that changed your life.

My 12^th grade math teacher was a mean man. He belittled everyone in class who didn’t want to pursue a career in math. He wanted everyone to become actuaries. So, when we had our end-of-year art exhibition, he made fun of me in front of the entire class, saying I was wasting my time. I remember thinking, “I’ll show you I can make a career out of art.” 

A visual artist or band/musician you admire.

I grew up in the ’80s, so anything that was on MTV. Duran Duran with their fashion-forward looks, Adam and the Ants with their pirate-inspired outfits. It was a time when image was as important as the music. Today, Doja Cat, Dua Lipa, Janelle Monae all use strong visual elements to enhance their music.

A book, movie, TV show or podcast you recently found inspiring.

Severance, even though it’s not recent, and it feels like Season 2 won’t air soon enough. I fell in love with the story, the characters, the minimalist visual style, the framing, the muted color palette, the claustrophobic set design, the camera language, the light, the pacing. It was deliberately executed to help us feel all the feels.

One of your favorite creative projects you’ve ever worked on. 

Philips #ShaveToRemember. Everyone who worked on it willingly shaved a “Madiba line” in their hair. We wanted the work to be more than just a campaign, we wanted to live by the values of the man the work was celebrating—Nelson Mandela. On his centenary, Philips and the Nelson Mandela Foundation teamed up to celebrate his legacy and give people a chance to walk in his footsteps. By wearing his iconic haircut, #shavetoremember was born. The campaign showed South Africans getting the Mandela haircut and reciting his powerful quotes. Proceeds from sales of Philips shavers went to the foundation to continue his legacy.

A recent project you’re proud of.

The Special K Molly Baz box. In May, a Times Square billboard featuring the pregnant chef and author was taken down after just two days. We knew we had to do something. Special K’s new mission is to make all people feel seen (plus cereal is such a pregnancy staple). Just days after she was taken down, we turned her setback into a celebration, making Molly the first pregnant woman on a cereal box. This was an incredible project to be part of, as it started with a single text to our Kellogg’s clients and it took just one week from approval to execution. Molly co-designed the special-edition box. That box and her baby actually dropped on the same day.

Someone else’s work that inspired you years ago.

Jeff Goodby and Rich Silverstein. The advertising gods behind the famous “Got Milk” campaign that became a cultural phenomenon.

Play

Someone else’s work you admired lately. 

Mischief and Greg Hahn. They don’t seem to overthink anything. I truly admire the things that they believe to be true, such as: “We are here to make a stir,” “Indifference is the enemy, we’d rather go too far than not far enough,” “When in doubt, ask yourself what would you do if you weren’t afraid,” and more.

Your main strength as a creative person.

I can make sense of the messy.

Your biggest weakness.

Perfectionism. I always have a million “what ifs” swirling in my head. 

A mentor who helped you navigate the industry.

I grew up surrounded by most of the South African Industry legends: John Hunt, Matthew Bull, Graham Warsop, Mike Schalit, Tony Granger, Jan Jacobs. Creative reviews with Mike Schalit turned into conversations about life and how to not take yourself too seriously. He once pondered an old photograph of himself and said, “Mariana, always remember this: as soon as you think you’re hot, you’re not.”

What you’d be doing if you weren’t in advertising.

Renovating old houses or teaching art to kids.