Kraft Cheese
Agency: Leo Burnett
Role: Art Director
Cheese Singles
Nothing’s more mouthwatering than gooey,
melted cheese—so we shot it in first-person POV to
make viewers feel like they’re about to take a bite
out of digital and print ads.
Super Bowl
Kraft is for families—and so is the Super Bowl. That’s why Kraft made real families the stars of its Super Bowl commercial. On game day, we launched a campaign inviting families to share their Super Bowl moments using the hashtags #FamilyGreatly and #KraftEntry. We then turned those real-time submissions into a live, in-the-moment Super Bowl ad featuring the people Kraft cares about most: real families.
The results? 25,000+ entries in less than 10 minutes. It became the 2nd most used hashtag among all Super Bowl advertisers that year. A never-been-done-before stunt that brought real-time engagement to the biggest stage in advertising.
teaser
super bowl spot
