Misan Harriman photographs people ages one to 100 in Quaker’s ‘100 Reasons to Rise’

Quaker, an iconic brand synonymous with wholesome breakfasts, unveils today a unique campaign, ‘100 Reasons to Rise,’ to celebrate the simple beauty and humanity of morning routines. At the heart of this project is a stunning collection of black-and-white photographs by Misan Harriman, an Academy Award nominee known for documenting important social movements, including Black Lives Matter protests and climate strikes.

Harriman’s lens has artfully immortalized the intimate moments of 100 everyday heroes, spanning the ages from one to 100, as they sit down for breakfast on significant days in their lives. Each photograph is also accompanied by an audio interview, allowing each subject to communicate their own thoughts and feelings.

Whether it’s a one-year-old boy preparing for his role as a ringbearer or a 61-year-old man eagerly anticipating meeting his grandson for the first time, the images showcase the universal truth that how each of us starts our day can profoundly impact the rest of it.

Quaker’s decision to spotlight everyday heroes is rooted in the belief that stories of triumph and perseverance have the power to inspire and uplift. The brand’s own research revealed that mornings are often viewed as the most hopeful part of the day by over 40% of people around the world. Moreover, a staggering 70% find hope in the people around them and nearly two-thirds draw strength from stories of overcoming challenges.

It’s Harriman’s visual storytelling capabilities that help the brand connect with consumers on a personal level.

“Misan Harriman’s photography adds a deeply personal touch to ‘100 Reasons To Rise,’ making it the perfect avenue for connecting with individuals,” Ciara Dilley, Quaker’s global vice-president of marketing, told The Drum. “It was important to the brand that the campaign felt genuine and reflected the world today, the diverse range of subjects photographed was essential to capturing that authenticity, allowing anyone and everyone to relate to these moments that are truly universal.”

To bring ’100 Reasons to Rise’ to life, Quaker has launched an interactive digital experience (via 100ReasonsToRise.com) that allows viewers to immerse themselves in the individual stories behind each image.

Quaker’s commitment to connecting with audiences goes beyond the digital realm; the brand transformed ’100 Reasons to Rise’ into a captivating in-person exhibit, complete with interactive pods where visitors can delve deeper into the photo series while hearing narration by Harriman himself.

The exhibit kicks off in Toronto, with a one-day showcase at The Harbourfront Centre on April 10, followed by a three-day stint at Union Station from April 17 to 19. These locations, bustling with morning activity, provide the perfect backdrop for Quaker to tell the stories of these humble heroes.

The creative will also be used for out-of-home work in cities that have yet to be disclosed.

Harriman also reflected on the project, saying: “This project recognizes individual stories of how we start the day and demonstrates that, regardless of what life throws at us, we have fortitude and hope. For Quaker to be bold enough to allow us to go to people’s homes and really observe them as they live, that adds a layer of authenticity that always comes through in the lens. Quaker is one of the few brands in the world with whom it makes sense to do something like this. It was lightning in a bottle.”

Notably, Quaker’s ‘100 Reasons to Rise’ is part of Quaker’s first-ever global platform, ‘You’ve Got This,’ which celebrates the greatness of common people.

Quaker partnered with the ad agency Uncommon Creative Studio to bring the campaign to fruition.

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