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D'CARLOS IKUOMOLA-ANDRE
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DK
BRAND DESIGNER /
EXPERIENTIAL DESIGNER /
EVENT MARKETING
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CREATIVE PRACTICE
LONDON — 2026
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Melting Moments
Speculative Experiential Activation for Kraft Mac & Cheese
Insight
Between 18 and 32, life moves fast. College, first jobs, new cities, new relationships, older Gen Z and young Millennials are in the most transitional stretch of their lives, and friendships often get left behind in the shuffle. The people who knew us best become the people we haven't seen in months, sometimes years.
Idea
Melting Moments repositions Kraft Mac & Cheese as more than a nostalgic comfort food; it becomes the catalyst for reconnection. Just as cheese melts and binds, Kraft has the power to melt the distance between old friends and bring staggered connections back together.
Intended Outcome
Melting Moments transforms a staple household good into
an emotional catalyst, showcasing that Kraft Mac & Cheese isn't just something you eat alone at your desk, but something that brings people back together, one cheesy bowl at a time.
Approach
Taking over abandoned third spaces that hold nostalgic memories of connection when life was much simplier (malls and adventure playgrounds), we would transform the space to allow friendship to melt back together. To attened the activation, users will apply via social media video entries to the question “what memorable moments come to mind when enjoying Kraft Mac & Cheese”, and add #meltingmemories in their captions. This approach will create social buzz and allow for free brand exposure before touching any paid media opportunities.
Social and DOOH activations will utilise stills from films that have key scenes where food has more meaning than a simple meal. By replacing the dishes on screen with Kraft’s iconic mac & cheese, this playful activation will echo our message of Kraft Mac & Cheese's new brand repositioning.
Social and DOOH activations will utilise stills from films that have key scenes where food has more meaning than a simple meal. By replacing the dishes on screen with Kraft’s iconic mac & cheese, this playful activation will echo our message of Kraft Mac & Cheese's new brand repositioning.
Further Development
Using ChatGPT to curate mockups and Claude to develop prompts to help the ChatGPT Gen AI module create what I wanted to conceptualise, I created these mockups of what the event could look like. Although it took several attempts to get what I wanted, this will help sell the idea when presenting it to the brand and potential sponsors.