A cheesy illusion

Don't look at Kraft's orange squares if you are prone to cravings.

In a series of new spots for Kraft Singles, creative agency Union starts with a simple yellow square. You might not think that an orange square would instantly make you think of slices of cheese. They won’t. That is until you see it placed against Kraft’s signature shade of blue and under the melting sizzle of a burger patty or grilled cheese, with a narrator describing delicious details. Then it’ll be all you can think about. Excuse me for a moment, I suddenly feel the need to go to the kitchen…


Brand: Kraft Singles
Agency: Union
Executive Creative Director: Lance Martin
Art Director: Glen D’Souza
Copywriter: Mike Takasaki
Producer: Grace Lee
Account Director: Tyler Brown
Sound Design: Keen Audio
Post Production: The Juggernaut

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