Kraft

Context

BRANDCENTER STUDENT WORK D&AD SUBMISSION

Discipline

Art Director Designer

Year

2024
If young people are craving predictability Kraft Mac n’ Cheese being the same every time is Comfort On Demand.

When young people need comfort, they turn to their favorite tv shows, and they’re choosing to rewatch these shows over new ones because there’s comfort in predictability.

Context

BRANDCENTER STUDENT WORK D&AD SUBMISSION

Discipline

Art Director Designer

Year

2024
If young people are craving predictability Kraft Mac n’ Cheese being the same every time is Comfort On Demand.

When young people need comfort, they turn to their favorite tv shows, and they’re choosing to rewatch these shows over new ones because there’s comfort in predictability.

Aether

VERIFIED HOMEY SHOWS COLLECTION

A new product line of Kraft shapes based on Gen Z's favorite comfort shows.

COMFORT ON DEMAND

To launch the campaign, we'll open a nostalgic movie store with our limited addition VHS collection.

ROKU CITY

Order your VHS collection Mac & Cheese without ever leaving the couch through our Roku City placement.

For those who can't make it in person, the VHS collection can be purchased online.

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The Case Study

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