An advertisement campaign created for Kraft Mac and Cheese based on the brief provided by D&AD
The OOH execution features a cut-out of a businessman's torso holding a coffee mug filled with Kraft Mac & Cheese, prominently displaying the brand logo. Positioned strategically in high-traffic areas, this creative showcases the slogan "Eat it Shamelessly" in the brand's signature color and typeface. The imagery serves as a visual cue, connecting KMC with the daily rituals of office life by replacing their daily or even hourly “cup of Java” with KMC that would essentially be heated in the office’s microwave, encouraging our audience to publicly embrace indulgence without reservation. How this can easily be included in any daily task, even the unlikely ones such as a tailored suit and tie office.
At the heart of our XM strategy lies a competition centered around consuming KMC in the loudest, most shameless manner possible.
Located in a downtown mall frequented by office employees, this event injects excitement into mundane daily routines, creating memorable experiences. The presence of Guinness World Records adds prestige and amplifies engagement, with participants vying for the chance to break records and win free branded merchandise as memorabilia. By associating KMC with lively events and communal experiences, we foster deeper connections with our audience and reinforce the brand's playful spirit without the involvement of children. This XM campaign can also be temporarily set up at festivals like the Calgary Stampede.
Located in a downtown mall frequented by office employees, this event injects excitement into mundane daily routines, creating memorable experiences. The presence of Guinness World Records adds prestige and amplifies engagement, with participants vying for the chance to break records and win free branded merchandise as memorabilia. By associating KMC with lively events and communal experiences, we foster deeper connections with our audience and reinforce the brand's playful spirit without the involvement of children. This XM campaign can also be temporarily set up at festivals like the Calgary Stampede.
YouTube Ad
Tik Tok variation. It is meant to look more homemade, tricking the viewer into believing it is a regular post, not an advertisement
This concept also translates into radio really well