Comfort on Demand
D&AD Brief 2024
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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.
POP-UP STORE
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
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.
CASE STUDY
Copywriter: Paris Cipollone Art Director: Jess Riporti
Strategist: Sarah Newman & Nick Martinez Experience Designer: Hannah Boyd