FANCY CHEESE TAKEDOWN
ART DIRECTION
In partnership with IllmacTV and RapOff, we created a rap battle that reclaims the value of American Cheese, takes down dairy snobbery once and for all, and personifies Kraft Singles in the way we’ve always seen them: as the champion of the refrigerator.
First, we introduced the world to Slim Single with his very own freestyle that proved he was a real contender in the rap battle space. And then came the Fancy Cheese Takedown—a three and half minute rap battle that settled the score in the cheese drawer.
AWARDS
ACE Awards 2023 - Ad of the Year: Copywriting (shortlist)
One Show 2023 - Social Media - Brand Partnerships (shortlist)
One Show 2023 - Direct Marketing - Targeted Video - Online (shortlist)
Cannes Lions 2023 - Social; Best Use of Influencers (shortlist)