Melt Downs Film PRINCIPAL by Biscuit Filmworks, mcgarrybowen Chicago

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PRINCIPAL

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Industry Cheese
Media Film
Market United States
Agency Biscuit Filmworks
Director Clay Weiner
Executive Creative Director Jonathan Moore
Creative Director Michael Straznickas, Dave Reger Leo Burnett
Art Director Aziz Rawat
Copywriter Peter Noback
Producer Shawn Lacy Tessaro
Account Supervisor Robin Osborne [Acct. Managing Dir.]
Editor Steve Stein
Agency mcgarrybowen Chicago
Released May 2010

Credits & Description

Category: Internet Film
Advertiser: KRAFT FOODS
Product/Service: MELT DOWNS CHEESE
Agency: McGARRYBOWEN
Production Company: BISCUIT FILMWORKS, Los Angeles, USA
Date of First Appearance: May 5 2010
Chief Creative Officer: Ned Crowley
Executive Creative Director: Jonathan Moore
Creative Director: Dave Reger/Michael Straznickas
Copywriter: Peter Noback
Art Director: Aziz Rawat
Agency Producer: Lisa Burke Snyder
Account Supervisor: Robin Osborne [acct. Managing Dir.]
Producer: Shawn Lacy
Director: Clay Weiner
Editor: Steve Stein
Post Production: Cutters
Account Manager: Liz Brune [acct. Supervisor]
Planner: Elizabeth Brown
Editing Company: Cutters

English Description
Kraft enlisted mcgarry bowen to help introduce kids to a new way of snacking with their latest and greatest innovation, Kraft Melt Downs. For these middle-school aged kids, Singles were a snack they loved and looked forward to, but as they were getting older, their snacking needs were beginning to change. They were looking for more interesting ways to keep themselves full throughout the afternoon rush of practice, homework and lessons. So we needed to break through the many, many snack options out there and show them that Kraft Meltdowns were an exciting twist on snacking with the Singles they know and love. We tapped into the insight that without a snack break, kids can lose it. Kraft Melt Downs was a way for kids to take control of their snack in a fun, new way to prevent, well, a meltdown.

A national TV spot, as well as a microsite housing additional video content, provided engaging, humorous situations in which adults in the midst of a meltdown were rescued by tweens and Kraft Melt Downs. By bringing these to life in a documentary, realistic style, kids could relate to the moments when they, and the adults around them, could have used a Melt Down.