LUNCHABLES
“BUILT TO BE EATEN”
After 8 years of an anthropomorphized platypus at the helm, Lunchables was looking for a fresh start. So we looked at the product in a whole new way. We saw a product where playing with your food wasn’t a problem, but the point. A Lego set you can eat. A product where you can build anything you can imagine, and eat it after. A product that’s “Built To Be Eaten”.
To launch the idea, we created 2 TV spots and a print campaign showing kids’ imaginations come to life.
TV
Copywriter: Stephen Pacheco
Group Creative Directors: Daniel Righi, Kurt Mills
Director: Oskar Bard
Production: Hobby Films
Post: Arcade, UPP
Also, weirdly, a year later one of the print ads shared a scene with Daniel Radcliffe in the Weird Al biopic.
PRESS
RECOGNITION
Lürzer’s International Archive Vol. 3+4/2021
Art Director’s Club
Bronze - Photography - Food - Series (2022)
Shortlist - Integrated - Traditional (2022)
Shortlist - Press - Magazine - Series (2022)
Andy’s
Gold- Idea “Lunchables” (2022)