Aims and ambitions.

For the 2024 D&AD New Blood Awards, I responded to the Kraft Mac & Cheese activation brief.

With a focus on providing support, nostalgia, and empowerment for Gen Z audiences, this social media campaign acts as a brand activation for the usually family–friendly brand. This touched on moments of cultural significance in which the target audience can look up to as a form of comfort and support. Whilst touching on political commentary where these higher powers have negative impact on the youth of today.

This campaign aims to empower the audience who despite having many of life’s challenges can stand up to what they feel is right and what they should align their empowerment with.