This brief was a submission for the D&AD New Blood Awards. The aim was for Kraft to reach an older audience (18-32) as KMC is so centred around home and the family dynamic. My idea was to celebrate being alone... going solo and being Just Mac!
My idea generation started when I began researching loneliness within the 18-32 age bracket as they are the loneliest generations. I wanted to create something that got people talking over KMC, to help young people’s mental health and combat loneliness.
Inspiration.
I was initially inspired by ‘Britain Get Talking’ which was a campaign released by ITV to get the British people talking about their feelings and mental health.
Introducing Just Mac, this is a campaign targeted at celebrating being alone but not feeling lonely. Aimed at combating the taboo of being/feeling alone during your early adulthood.
Experiment.
I wanted to make this an interactive campaign so the general public could share why they feel alone. To get people talking about how they feel, I was inspired by ‘Lonely Heart’ ads in the personals section of the newspaper. However, I wanted this to have more of a positive spin to make being alone less of a taboo.
I explored different ways of phrasing Just Mac so it made being alone a positive. I thought that spinning the meaning of being alone to artists going solo could shift the narrative on being alone.
Outcomes.
I played around with different ways to advertise. I wanted to use humour to subvert the negativity surrounding being alone. I wanted these to be depicted on real-life mockups to make it seem more relatable.
