Help Yourself

A Kraft lança no mercado norte-americano o Mac and Cheese Deluxe Frozen, que permitirá que os consumidores não precisem de água fervente no preparo, mas apenas levar o produto ao micro-ondas ou ao forno para o jantar.

Para divulgar a novidade, o esforço publicitário segue a campanha “Help Yourself”. Criados pela Johannes Leonardo, os filmes para TV e mídia digital (assista abaixo) trazem um gato fofinho gigante, uma bolsa de água quente e vovós amorosas, para ilustrar a "sensação ultraconfortável" ao comer um prato quente de Kraft Mac and Cheese.

Estratégia para mídias sociais e anúncios impressos completam a comunicação.

“Enquanto outras marcas estão dizendo para você ser aventureiro, produtivo e sair de sua zona de conforto, a Kraft Mac and Cheese celebra a elevação de sua zona de conforto para obter aquela sensação de bem-estar com Deluxe Frozen”, ressalta Paula Gete-Alonso, criativa da Johannes Leonardo.

Ficha Técnica:

Client : Kraft Mac & Cheese
Agency : Johannes Leonardo
VP Head of Strategy and Development : Jessica Vultaggio
VP Head of Brand Communications : Nina Patel
Senior Marketing Director : Rachel Drof
Brand Manager Brand Communications : Victoria Lee
Director of External Communications & PR : Jenna Thornton
Manager Brand PR & Media Relations : Alexandra Lieberman
Founder : Jan Jacobs
Founder : Leo Premutico
Group Creative Director : Hunter Hampton
Creative Director : Grace Martin
Art Director : Anna Cevallos
Copywriter : Paula Gete-Alonso
Chief Strategy Officer : Steve Zaroff
Group Strategy Director : Emily Garvey
Strategy Director : Jonathan Deves
Communications Strategy Director : Annie Yuan
Integrated Business Lead : Connor Keeshan
Senior Account Director : Jack Beck
Account Director : Joel Bebasa
Account Supervisor : Allie Graham
Account Manager : Trish Alvaro
Senior Project Manager : Graziella Bullaro
Head of Production : Tasha Cronin
Group Executive Producer : Brett Fisher
Senior Producer : Forrest Holt
Director Business Affairs : Alesa Blanchard-Nelson
Business Affairs Manager : Emily Tan
Design Lead : Fabian Grateroles
Senior Designer : Sarah Fitzgerald
Public Relations Associate : Nana-Saa Kessie
Public Relations & Communications Agency : Alison Brod Marketing + Communications
Production : ProdCo
Director : Yukihiro Shoda
Consulting Director / Founding Partner : Ian Pons Jewell
Executive Producer / Founding Partner : Zico Judge
Executive Producer : Maddi Carlton
Head of Production : Matt Sanders
Producer : Doochy Moult
DOP : Mauro Chiarello
Service : ICON Films
Executive Producer : Emil Rangelov
Service Producer : Millen Nickolov
Producer : Gergana Kuzmova
Production Manager : Galabena Botova
VFX Post : Mathematic
CEO : Guillaume Marien
Executive Producer : Hadi Dahrouge
VFX Producer : Solène Le Chatton
VFX Supervisor : Dan Rodrigues
VFX Supervisor : Yann Aldabe
Grade : Emiliano Serantoni
Edit : Rock Paper Scissors
Editor : Gaia Borretti
Assistant Editor : Austin Valenti
Producer : Niaomi McGarrell
Managing Director : Eve Kornblum
Executive Producer : Justin Kumpata
Sound : Ballad
Executive Producer & Music Supervisor : Gregers Maersk Moeller
Sound Designer : Philip Nicolai Flindt
Sound Designer & Music Supervisor : Adrian Aurelius
Voiceover Talent : Garfield Maitland