D&AD Kraft Ad Campaign

The Problem:
We needed to develop an experience that convinces gamers the hand-held snack they’re craving is a Kraft Mac & Cheese Big Cup. It needs to feel authentic to the gamer culture and community. It also must build talkability.

The Process & Results:
We created a three series ad making the ultimate cheesy gaming experience by collaborating Kraft with Minecraft. We built out a creative brief with two detailed personas and settled on a big idea of "Krafting your Community." To find the game we were going to use we based it off similar values like nostalgia and community.

The first mockup I designed is a MineKraft server. I first put the photo of the noodles in and pixelized it to create a balance between Minecraft and Kraft. I followed the design layout of Minecraft but left out single player as it's a community game focusing on Multiplayer mode and the Kraft Big Cup Minigames. On the right side I added two images of what the server offers which is the Hot Cheesy Jump minigame and a specialty Mac & Cheese food item. It includes a "Community" tab linking to the Discord server.

The second mockup focused on the quality of convenience to get back to the game quicker. I took an image of the Kraft Big Cup and photoshopped a Minecraft background on the cup. Using the perspective tool to adjust the image to fit the circular shape of the cup. I placed a Minecraft character like the creeper, pig, and skeleton. After I placed Kraft's branding on the cup and the convenience. For the headline, we tied it someone's empty stomach to the sounds of a zombie from Minecraft. We also added the time in a numerical value to show how fast it is to make a delicious meal.