THOSE KINDS

OF NIGHTS:

KRAFT MACARONI & CHEESE

FINALIST:

ONE CLUB YOUNG ONES, NEW YORK

Click here to view on Young Ones Webpage

THE BRIEF:

Parents have a lot on their plates, how do we show Kraft respects that, and get Kraft products on their plates at dinnertime?

THE STRATEGY:

To think like a parent is to think at 100 miles an hour, and occasionally dinner just slips past. Be sympathetic to that.

THE IDEA:

Show that Kraft can be there in those times of need, either in thought or literally.

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Posters are made to work both as standalone for magazine prints as well as in grouping with each other for wild postings.

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Digital billboards bring visual metaphor to the copywriting with fast moving horizontal scrolls.

Partnerships with apps like Waze or Google Maps can offer free product coupons to people caught in red traffic zones or public transit delays, so they can still own dinner even when traffic has owned them.