D&AD Submission — Kraft Your Community
This is a creative campaign I put together with a group of peers for the D&AD New Blood Awards, a global competition for advertising and design students/recent graduates. Our group chose to create a campaign based on a brief for Kraft Mac & Cheese. The goal of the creative was to showcase why KMC Big Cups are the ultimate gaming snack.
Submission Description: What do Kraft Mac & Cheese (KMC) and gaming have in common? Bringing people together. KMC is for all ages, and Minecraft has more than 204.33 million active players, both young and old. We’re creating a melting pot of gamers, hardcore and casual alike, with “MineKraft” and Discord servers. Gamers can come together to play KMC themed minigames while enjoying the convenience of KMC Big Cups.
Results:
​
Very shortly after submitting this campaign to the D&AD New Blood Awards, McDonald's released their new campaign — A Minecraft Movie Meal — to help promote the release of A Minecraft Movie. Customers are loving the interactive experience of enjoying their Big Mac while unlocking exclusive McDonald's items in the game. So, clearly we were onto something with this campaign, but McDonald's and A Minecraft Movie just beat us to it.