KIDS IMAGINE BETTER THAN AI, AND WE PROVED IT.
To announce Kraft Heinz Lunchables’ new snack, Dunkables, we built an entire campaign with no AI. Instead, we used KI (Kid Imagination), proving that kids will never let go of their boundless creativity.
Not only did kids outsmart AI, but the snack outsold its competitor with $1.6 million in sales in 4 months. The campaign won a Webby and was shortlisted at The One Show and ADC.
CREDITS
Client: Kraft Heinz [Lunchables]
Creative Agency: Goodby, Silverstein & Partners
Chair: Jeff Goodby
CCO: Margaret Johnson
CD: Kurt Mills, Daniel Righi
AD: Nando Sperb
CW: Raul Palhares
Managing Partner: Brian McPherson
Account Director: Becca Morris, Callen Gustafson
Account Director: Callen Gustafson
Account Manager: Carmen Guan, Adrianne Medina
Head of Strategy: Bonnie Wan, Christine Chen
Strategy Director: Kelly Evans-Pfeifer, Caitlin Neelon
Head of Production: Jim Haight
Executive Producer: Christine Oh
Producer: Alisa Latvala, Hanna Hegnell
Artist: Caldin Seides
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Yelena Kompaneyets
Media: Starcom
Production: Blink / Blinkink
Director: Joseph Mann
Producer: Jack Bristow
Executive Producer: Alex Halley
Director of Photography: Carlos Veron
Post Production / VFX: Absolute Post
Editorial: Final Cut
Music/Sound: One Union, Major Tom