D&AD New Blood Competition 2024
In collaboration with Sashka Jones
Problem:
Kraft Mac & Cheese’s current branding identity provides nourishment and comfort to kids and families, however, has yet to resonate with today’s adult population.
How can KMC foster a meaningful connection with Gen Z and Millennials (age 18-35)?
Insight:
Gen Z and Millennials are navigating all sorts of changes and challenges - making new friends, graduating, moving out, entering the workforce, and forging their own identity. Though the transition into adulthood can feel exciting, it also comes with uncertainty, fear, and anxiety.
How can KMC support Gen Z and Millennials through their transition into adulthood?
Idea:
“Conversation with Little Me”
In a playful stop-motion animation series, each of the four simple steps to making mac & cheese becomes a character embodying a childhood quality—bubbly, relaxed, wild, and confident. By reconnecting adults with these traits, Kraft Mac & Cheese reminds them of the resilience and fearlessness of their youth, making mac & cheese a symbol of comfort and empowerment.
Click to watch the full video
Medium ············· stop-motion animation
Year ···················· 2024
Character Design
Step 1: boil water
When water gets to its boiling point, it bubbles and steams - loud and proud.
Miss Bubbly reminds adults to get out of their heads, inspired by the expressive quality of children.
“ Miss Bubbly”
“ Mr Relaxed”
Step 2: add pasta
When macaroni lands in boiling water, its tough form becomes softened.
Mr Relaxed reminds adults to take pressure off themselves, inspired by the peaceful nature of children.
Step 3: add cheese
When cheese powder settles on the macaroni, it explodes with colour and taste.
Mr Wild reminds adults to take themselves less seriously, inspired by the uninhibited quality of children.
“ Mr Wild”
Step 4: stir it all together
When everything is stirred together, the mac & cheese is finally complete - ready to be shared with others.
Miss Confident reminds adults to just be themselves, inspired by the fearless quality of children.
“ Miss Confident”
Primary research workshop
In order for our design to respond to the authentic needs of our population, we hosted a workshop with adults in their twenties, centred around the question:
What could your childhood self teach you now?
We designed a zine for participants to complete, which generated qualitative data as the basis for our animation’s characters and storyline.
Shooting Process
In order to bring our campaign to life, we chose stop-motion animation as our medium because of its ability to bring imagination to life through symbolism.
Making our stop-motion characters completely by hand using a variety of materials was reminiscent of childhood crafting, further embedding our campaign’s message and aim within our design process.
