01 | Overview

THE PROBLEM

Young people are facing more societal uncertainty than any other generation.

Context

D&AD Submission

Skills

Experiential Art Direction

Ui/Ux Design

Tools

Illustrator

Figma

Photoshop

Insight

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. 

idea

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

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

02 | The Campaign

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.

Website

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

03 | The CAse study

Group

Nicklaus Martinez (ST)

Sarah Newman (ST)

Paris Cipollone (CW)

Jess Reporti (AD)