KRAFT MAC & CHEESE
Brand Storytelling / 3D Design / Experience DesignD&AD New Blood
A city-placed meditation booth that turns ten minutes of calm into a Kraft Mac and Cheese moment.
Kraft Macaroni & Cheese is a classic, comforting pantry staple.
They want to connect with younger generation
with a culture-driven approach designed to
keep a brand relevant and get people talking about it.
I designed a campaign that connect the rise of self care
among Gen Z with the brand’s comfort association.
There’s a meditation booth placed in a busy city space,
where users could experience 10 minutes of calm
while listening to Mac & Cheese ASMR. After each session,
participants receivedcollectible miniatures of Kraft Mac & Cheese as a reward,
timing is linked to the actual cooking time of the product.
