Mac Me Feel Comfy

2024 AdvertisingBrand
Kraft Mac & Cheese

Role
Art Direction

Team
Yejin Cho

Instructor
Bowook YoonBackground
Gen Z faces a range of challenges that take a toll on their mental health and well-being. They are more open to talking about their mental challenges and more interested in advice and solutions than previous generations.

Insight
Many female Gen Zers tend to fiddle with necklace pendants when they feel nervous, scared, or anxious. On social media, touching jewelry is one of the most loved tips for finding mental comfort among them.

Idea
KMC launches the Mac n Cheese-like jewerly line ‘Mac Me Feel Comfy’ to penetrate their culture as the ultimate comfort brand




Merch

The Mac n Cheese-like jewelry line, including necklaces, earrings, bracelets, rings, and more, helps Gen Z relieve nervousness and anxiety.




Print






Social Campaign

We ask Gen Z about comfort preferences (items, people, habits, places, etc.) and promote sharing these cozy experiences on social media. Select stories will feature in city-wide ads, driving KMC's 'Mac Me Feel Comfy' campaign and jewelry launch.

JUNGMIN KIM


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