At Crispin Porter + Bogusky, I led all non-traditional and digital work for Kraft Mac & Cheese at a time when the brand was losing cultural relevance.
We reinvented how it showed up in the world through ideas that were playful, unexpected, and gave consumers a central role. They didn’t just experience it, they helped create it. In doing so, Kraft Mac & Cheese found its way back into the conversation and reclaimed its place in culture.
SCOPE: ADVERTISING / DESIGN / TELEVISION / SOCIAL
Mac & Jinx tapped into the endless stream of Mac & Cheese chatter on Twitter. People were talking about the brand constantly, but in isolation.
We turned that noise into a game, pairing fans up, surfacing the love, and letting them compete. It transformed scattered conversation into a shared experience, and gave the brand a new way to live in social culture.
“Mac & Cheese TV”
I partnered with Bob Odenkirk to create Mac & Cheese TV : the first-ever Twitter sitcom. The show was comprised of short episodes written in real time from fans’ tweets.
We took something as ordinary as dinner and turned it into entertainment, powered by the audience itself. It was scrappy, absurd, and way ahead of its time in showing how a brand could live natively inside social media.