2024
Velveeta
Role
Concept, Art Direction, and Copy Writing
Team
Jungmin Kim and Yoon Seo Kim
Instructor
Gio Serrano
Enable Gen Z to live a life of outrageous pleasure.
Background
Gen Z loves hip hop but faces financial limits, hindering their full enjoyment of what they love.
While real cheddar represents the exclusive VIP experiences Gen Z can't afford, Velveeta's accessible, melty goodness embodies their desire for a world where status and pleasure flow freely to everyone at the table.
Idea
Velveeta launched VIP: Velveeta Important Person; a campaign to spread “cheddar” to hip hop lovers who are unable to afford their favorite hip hop experiences.