“When you are the leader in an industry or category you can do one of two things. You can fear change and protect the status quo with safe, traditional and boring marketing. Or you can leverage your position by advertising with confidence and courage.”
An in-depth look at Crispin’s excellent Kraft Macaroni and Cheese campaign focusing on more traditional media. The interactive is OK though I think the UI on the spinning wheel is wonky. In the article link, there’s a vid of the interactive banner ad, which uses facial recognition to spread smiles, which is got all kinds of buzz in Cannes, albeit for a different product altogether.
