Kevin’s Mac & Cheese

Client: Kraft Mac & Cheese
Project Duration: 8 weeks
My Role: Team Leader, Strategy, Art Direction, Design
Team Member: Jinwoo Beak, Minjoo lee

For over 30 years, 'Home Alone' has been a beloved Christmas movie, but it contains a scene that has always bothered viewers. Kraft Mac and Cheese found a way to fix this discomfort.

And we also found out that this was, in fact,

IDEA

Kraft Mac and Cheese aims to soothe not just hunger but also the unease from the scene in "Home Alone," transforming discomfort into comfort.

EXECUTION

To alleviate the discomfort of the uneaten mac and cheese scene in 'Home Alone,' Kraft Mac and Cheese partnered with Apple TV to enable viewers to order the dish directly from the movie. By interacting with a prompt and scanning a QR code, viewers can receive a delivery of Kevin’s mac and cheese for free as a Christmas gift.

Step 1

Viewers watch 'Home Alone' through Apple TV.

Step 2

During the movie, the scene where Kevin can't eat his mac and cheese appears. At this moment, a message prompts viewers to choose if they want to eat the mac and cheese.

Step 3

If the viewer selects 'Yes,' a QR code appears on the screen, leading them to the order page when scanned.

Step 4

Viewers can order free Kraft Mac and Cheese, which is then delivered to their home once the order is completed.

For those without Apple TV

The campaign extended beyond TV, using billboards and other ads featuring QR codes to reach a wider audience, transforming an uncomfortable moment into an enjoyable experience with a special Christmas treat from Kraft.

Logo

To blend the 'Home Alone' vibe from the 1990s with Kraft Mac and Cheese, the design maintains the shape and colors of Kraft Mac and Cheese, but uses the 'Home Alone' serif font for the main title. Additionally, a small 'Home Alone' logo has been incorporated into the design.