Agency: Johannes Leonardo
Director & Photographer: Harmony Korine
Role: Creative Director leading the full rebrand of Velveeta. Including the new brand line La Dolce Velveeta.
Our insight was a fan following that ate the national gem Velveeta in outrageous ways. Not dissimilar to a Cadbury’s Creme egg or Heinz baked beans.
It’s a campaign about pleasure opportunists: the kings and queens of their own domain who use any moment as an excuse to enjoy themselves and live like the royalty they know themselves to be. We wanted to shine a light on this very particular slice of the good life that’s often overlooked, but easy to enjoy once you unlock it. Living the good life is La Dolce Velveeta.
Press: Creativity Awards - Best Rebrand / Shots / Adweek / Adage Top 5 / Muse By Clio / Cindy Gallop “Love it to death!”
Creative Directors: Laura Osborne & Jono Flannery
Group Creative Directors: Jeph Burton & Hunter Hampton
Senior Copywriter/ Art Director: Lannie Hartley & Andrew Chin
Copywriter/ Art Director: Zoe Myers & Matthew Barton
Brett Fisher: Group Executive Producer
Kelly Treadway: Senior Producer
Rose Mahan: Producer
Design Director: Joseph Dasaro
Senior Designer: Helen Ratner
We went where Velveeta had never gone before: Vogue! And in an outrageous triple page spread.