Creative Direction

Year: 2016
Client: Morinaga Milk
Product: KRAFT Parmesan Cheese

Not all grated cheese is the same. KRAFT Parmesan Cheese is additive-free, natural cheese. For increasing awareness of such product features, we developed the key visual with KRAFT Parmesan and dummy competitive products lined up. The message, “There are many grated cheese products. There is only one reason to choose” was broadly communicated through media including train, in-store and digital ads. We also created interactive expressions that allowed virtual experience of selecting grated cheese in the website. It is intended to raise awareness that consumers may think all is the same but grated cheese has a difference and they should make a selection through closer examination.
Kohei Kawasaki. 2004-2023