KRAFT SINGLES

CAMPAIGN:
Square It

CREDITS:
Group Creative Directors: Jeph Burton & Hunter Hampton

Design Director: Joseph Dasaro

Creative Directors: Jono Flannery & Laura Osborne 

Creative Teams: Haeun Kim, Lannie Hartley & Andrew Chin

SINGLES SINGLE MUSIC VIDEO:
Artist: Kelis
Starring: Honey Balenciaga
Director: Sammy Rawal
Music House: Human
Group Creative Directors: Jeph Burton & Hunter Hampton
Design Director: Joseph Dasaro
Creative Team: Matthew Barton & Zoe Myers

ROLE:
Art Direction, Design

PRESS:

ABOUT:
When folks think of Kraft Singles, they picture a quintessential American grilled cheese. However, this famous square is used in far more than just this one meal.

By leaning into the square nature of the product itself, we created an entire campaign based on the secret ingredient behind many of your most beloved dishes. Introducing Square It. 


The brief started as a rebrand including an entire overhaul of the design system, two :15s spots, OOH placements, and social. We ended up delivering all this plus an entire music video (the Singles Single ) featuring the multi-platinum singer/songwriter Kelis.