Sophia Lee - Art Director Velveeta Important Person
Velveeta  |  2024

To help Gen Z experience hip hop without limits, Velveeta launched VIP: Velveeta Important Person, giving out free tickets, exclusive merch, and once in a lifetime access usually out of reach, all delivered in the brand’s signature outrageous and pleasurable way.










Grillz CheeseThe challenge was giving Gen Z an iconic hip hop status symbol without the price tag. Our solution was custom Velveeta grills, turning cheddar into bling and making VIP culture accessible.






6 train pop up
Then we transformed New York’s 6 Train into a golden VIP experience, turning an everyday commute into a ride through hip hop culture and leading fans straight to a popular jewelry store to claim their Velveeta grills.


             



Velveeta x Ticketmaster
Concerts matter to Gen Z, but the cost often keeps them out. Velveeta partnered with Ticketmaster to change that, creating the Velveeta Important Person section so fans could finally be part of the moments that matter most.


             





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