After a year-and-a-half of working from home and switching to a more comfortable lifestyle that puts yourself first, were we really just going to go back to the lifestyle of “work hard, play hard?”
Kraft Mac & Cheese: Help Yourself
Client:
Kraft Heinz
Comfort has a bad reputation.
Synopsis
It’s seen as lazy, unproductive, “the enemy of progress,” as one crazy Google search result showed.
So as America’s favorite comfort food, this was … an issue.
The Task
Not on our watch.
We introduced “Help Yourself” — a call to start prioritizing comfort as much as it is an invitation to help yourself to a delicious bowl of mac & cheese.
Launched with a film called “Skip”—an invitation to skip life’s always-on pressure and social conditioning, from the always-on work cycle to the perpetual chasing of material goods. Directed by Jack Begert and scored by Remi Wolf, the film pushes Kraft Mac & Cheese away from the table and into the spotlight.
We released a collection of illustrated animations, gifs, and stills from Rezonate Productions; the pieces are designed to interrupt social feeds and remind you that no one can take care of you like you.
The resulting work is a celebration and provocation to put yourself first and dig into a more comfortable life. After all, that’s why they call it a “helping,” right?
