KRAFT: It's not art. It's KRAFT

9.8

Media Type:

TV TV

Brand

brand

Agency

agency

Country:

USA

Industry:

Food

SLMBR PRTY’s Abby Horton directs a series of films to launch a brand refresh for KRAFT, introducing the first changes to the brand’s iconic logo in more than ten years, along with new packaging, social channels, and its first-ever unified creative platform – "It's not art. It’s KRAFT." Created by Wieden+Kenny and produced by SLMBR PRTY, the campaign’s cinematic framing and tongue-in-cheek dialogue all play on familiar tropes from popular food shows to highlight the everyday utility of KRAFT.

Credits

Advertising Agency:

Wieden + Kennedy, New York, USA

Co-Chief Creative Officer:

Marques Gartrell

Co-Chief Creative Officer:

Brandon Henderson

Creative Directors:

Christine Santora, Will Binder

Copywriter:

Lesley Scheuermann

Art Directors:

Jackie Anzaldi, Emmaline Price

Head Of Integrated Production:

Nick Setounski

Executive Producer:

Craig Keppler

Producer:

Jane Lee

Group Account Director:

Brian D’entremont

Account Director:

Yurie Park

Account Supervisor:

Paola Aguayo

Assistant Account Executive:

Adam Wills

Project Manager:

Sara Shaw

Strategy Director:

Alexandre Nguyen

Social Strategy Director:

James Williams

Comms Director:

Angel Navedo

Senior Brand Strategist:

Joe Bae

Comms Strategist:

Abel Rodriguez

Social Strategists:

Chris Jenkins

Director of Business Affairs:

Anna Beth Nagel

Business Affairs:

Andrea Fagan

Broadcast Traffic Director:

Sonia Bisono

Traffic Manager:

Jacqueline Crane

Traffic Manager:

Marisol Massallo

Production Company:

SLMBR PRTY

Director:

Abby Horton

Director of Photography:

Matthew Chavez

Executive Producer/Partner:

Sarah Donnenberg

Head of Production/Partner:

Kirstin Vanskiver

Line Producer:

Adam Maruniak

Executive Producer:

Kristoff Duxbury, Sebastian Galina, Geoff Manton, Shelby Manton/ BOLDLY

Production Manager:

Amber-Leigh Polowich

Production Coordinator:

Paige McCulloch

Editorial Company:

Cabin LA

Editor:

Andrew Ratzlaff

Assistant Editor:

Brad Dupuie

Producer:

Lorelei Polk

Managing Director/Ep:

Adam Becht

Executive Producer:

Britt Carson

Director Of Production:

Liz Lydecker

Managing Partner:

Carr Schilling

Vfx/Finishing Company:

Method Studios

Managing Director:

Jesse Kurnit

Executive Producer:

Zach Fortin

Creative Director:

Rob Walker

Vfx Supervisor/Flame Lead:

Chihcheng Peng

Jr. Flame Artist:

Larry Merrill

Vfx Producer:

Jen Doyle

Production Coordinator:

Ethan Samuel

Vfx Assist:

Jordan Mikhail

Telecine Company:

Company 3

Senior Colorist:

Sofie Borup

Producer:

Shannen Troup

Audio Post:

Heard City

Sound Design:

Midnight Snack

Date:

April, 2024

Ad of the day

Ad of the Day | Nike/NOCTA: Just Like Candy 9.5 Ad of the Day | Pizza Hut: Every Four Years 9.8 Ad of the Day | Airalo: Connection Means the World 0.0

Latest News

Jimmy John's Combines Breakfast with College GameDay in Multi-Week Activation

Sep. 23, 2026

Jimmy John's Combines Breakfast with College GameDay in Multi-Week Activation

From September to November, The XP Agency is putting Jimmy John's in the middle of the action, bringing the brand’s slightly irreverent personality

Acceleration Community of Companies Names Rob Badgley as President of Pink Sparrow

Sep. 23, 2026

Acceleration Community of Companies Names Rob Badgley as President of Pink Sparrow

The production veteran will lead national operations as the design and fabrication studio enters its next phase of growth