KRAFT:
WHY MESS WITH PERFECTION?
D&AD New Blood 2024 Winner
In collaboration with: Natthasit S
Client: Kraft Mac & Cheese
Year: 2024
Tasks: Advertising, Art Direction, Copywriting
PROBLEM
People are obsessed with trendy food - edible glitter, slime food and Al-flavoured nonsense.
In this craze for novelty, the simple, delicious comfort of Kraft Mac & Cheese risks being.
INSIGHT There's nothing more comforting than a warm plate of Kraft Mac&Cheese
BIG IDEAWe'll exploit the absurdity of food trends, make people angry and highlight the comfort, familiar appeal of Kraft Mac & Cheese.