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Comfort on Demand

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D&AD Brief 2024

Young people are turning to their favorite TV shows for predictable comfort. If Gen Z craves reliability,

Kraft Mac & Cheese being the same every time is Comfort On Demand.

CASE STUDY

POP-UP STORE

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VHS COLLECTION

We'll sell limited edition VHS (Verified Homey Shows) boxes.

Inside of each will be a comfort meal with specially shaped noodles from the show.

Listen to me horribly

sing the manifesto

ROKU CITY

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DIGITAL STORE

ACTIVATION

At AMC dine-in theaters nationwide, we'll invite guests to kick back, relax, and eat Kraft Mac & Cheese as they watch episodes of their favorite comfort show. 

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Copywriter: Paris Cipollone       Art Director: Jess Riporti

Strategist: Sarah NewmanNick Martinez      Experience Designer: Hannah Boyd

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