New Blood Entry — Kevin's Mac & Cheese
Award: Yellow Pencil
Kraft Mac & Cheese / 2024
'Home Alone' has been a Christmas classic for over 30 years, with Kevin's uneaten Kraft Mac & Cheese scene becoming iconic. This year, in a collaboration with Apple TV, we're turning this memorable moment into an interactive experience. As viewers reach this scene, they'll be prompted to try Kevin’s Mac & Cheese. By selecting "Yes," they can access a secret QR code to order a special edition Kraft Mac & Cheese, mirroring Kevin's dish. This allows fans to enjoy the classic meal while watching the movie. Additionally, those without Apple TV can participate in this experience through our promotional posters, billboards, and print ads, ensuring everyone can join in the fun of this unique Mac & Cheese adventure.
What did the judges have to say?
Taken from recording - 'It does a lot of the things we tell clients to do all the time - find something true in culture about the brand. The minute I started watching it, I thought that it was so brilliant that I can't believe it hasn't been done before. It takes a prominent moment in pop culture and finds a great way to tap into it and gets people to re-engage with the product. Simple, brilliant, didn't feel to 'add-y', creative and smartly integrated.
Michael Hines, Group Strategy Director, Weiden + Kennedy