2024
Advertising, Art Directing
Instructor
Gio Serrano
Team
Yoon Seo Kim, Jungmin Kim, Yeonjae Lee
Gen Z loves hip hop but faces financial limits, hindering their full enjoyment of what they love. Surprisingly, Velveeta and hip hop are more connected than we thought; in the rap world, “cheddar” signifies money. What if Velveeta enables them to enjoy hip hop in an outrageous way?
Idea
We launched Velveeta Important Person (VIP) - a campaign to spread “cheddar” to hip hop lovers unable to afford their favorite experiences. We dropped Grillz Cheese, a gold-gilded 6 train, VIP concert seats, a VIP cheese beat pad, and a Soundcloud beat contest for a shot at some cheddar.