ADAM CHASNOW

Kraft Heinz decided to remove the artificial flavors, preservatives and dyes from Kraft Macaroni & Cheese, an iconic 80-year-old American favorite. We were tasked with advertising the change. Our solution was not to advertise it at all.

When the new recipe was ready, we convinced Kraft to package it in its classic blue boxes, changing only the tiny ingredient label. Stores began quietly selling the new recipe in December 2015. Over the next three months, Americans bought more than 50 million boxes. That’s when we announced we had pulled off the biggest blind taste test in history.

We launched a new campaign for Kraft Mac & Cheese called, "Make It Right," that celebrated the honest truth that parents aren’t perfect. For Mother’s Day, we teamed up with swearing expert Melissa Mohr to reassure moms that although 74% of them admit to swearing in front of their kids, it’s all ok. Because even if you do, you can make things right again with a bowl of Kraft Mac & Cheese.

Infiniti luxury is modern luxury. And modern luxury can be messy. Imperfect, even. That’s why the arbitrary rules and restrictions of luxury cars have no place inside an Infiniti or in the minds of its drivers. Luxury should be lived in.

Vrbo homes are amazing spaces and places. But what truly makes them great are the people who stay in them together. Your together awaits. On Vrbo.

The pandemic took so much from us, especially time together. So when Vrbo teamed up with Jimmy Kimmel Live, we came up with an idea for a segment in which Jimmy’s sidekick, Guillermo, takes his entire family to a Vrbo vacation home to recreate and finally celebrate all the family events they missed. We were told it was the first time his writing team ever accepted an idea from an agency. Maybe they were tired that day.

Dogs needed a vacation too after being cooped up at home during the pandemic. So in addition to promoting and offering dog-friendly homes, Vrbo made some special dog houses modeled after their most popular types of vacation homes.

Cowboy poetry is a western tradition that dates back to the 1800s, with ranchers and ropers sitting around campfires regaling each other with metered verse. To explain the feeling of the western hospitality found at Steamboat, we collaborated with renowned Cowboy Poet Randy Rieman and filmmaker Richard Bullock to regale skiers with poetic notions about skiing, the Old West and living the “Steamboat Way.”

For the internet holiday, Employee Appreciation Day, Noodles & Company showed their love for all restaurant workers, not just their own, by inviting employees from any fast food restaurant to come in that day for a bowl of noodles on Noodles.

Noodles & Company launched their new Uncommon Goodness campaign with a series of commercials and social vids featuring a character who embodied all the things their fans say about the the fast casual noodle chain. We called him “Noodles’ Biggest Fan.”

The fake tampon brand Votex was created at a more than 70% female Colorado agency to "insert systemic change" and "stop conservative flow" leading up to Election Day 2022. Grassroots sampling events and social efforts targeted concerned Front Range voters to ensure the defeat of conservative, anti-abortion spewing Heidi Ganahl, who lost the Governor’s race in a landslide to incumbent Jared Polis.

We repositioned Kraft Macaroni & Cheese as a family food. After years of Cheesasaurus Rex ads aimed at kids, we uncovered the truth that everybody loves it, not just kids.. So we stopped advertising to them. Because besides just being wrong, we knew there was a bigger opportunity in reminding parents that everybody has a special place for the golden noodle in their hearts and bellies.

We also introduced Hispanic parents to the brand with a little bit of a shift in the theme line, because they didn't grow up with KMC. We discovered that they were afraid that serving KMC (or any super-American food) to their kids would make them less Latino. So we tackled that fear head on in a variety of work that was designed to feel like it was coming from the same brand they experienced in English-speaking media.

We sold boxes of Star Wars Kraft Macaroni & Cheese, not as food, but  as a valuable Star Wars collectible.. We partnered with Disney and the world's largest Star Wars Museum, Rancho Obi Wan, to get these collectibles into the museum's permanent collection.

Xbox One. Games and entertainment. Together in one. This was a huge global launch in the gaming world. Which, for consoles, only comes around  every seven or eight years. We wanted to personally invite our fans not just to the next generation, but to the new generation.

AB InBev owns the Super Bowl. They spend a gazillion dollars every year to make sure their beer brands are the only ones on there. But Chicago’s Goose Island Beer Co. is part of AB InBev, too. And their founders wanted in on it. So they naively asked the execs who make those decisions to give them a spot. And we filmed it.

ImOn Communications, an Eastern Iowa Internet Service Provider, launched this campaign about two neighbors with a regional Super Bowl spot. The two characters’ miscommunication (a la Abbott and Costello) made such an impression on Iowa TV viewers that we brought them back for more later in the year.

Colorado Conservatory for Jazz Arts teaches young people America’s original art farm through programs and workshops led by working jazz musicians in the Denver, Boulder and Fort Collins regions of Colorado. It’s a program that teaches so much more than music. Through jazz, students learn about self-confidence and the importance of collaboration and community. The themeline says it all: Study jazz. Learn life.

People buy stuffing for about two weeks every year. But in those two weeks, that’s a lot of stuffing. So we used those two weeks to remind them to look beyond Thanksgiving preparation and leftovers and think about eating stuffing on Not Thanksgiving, too.

The assignment was to create an umbrella global campaign for the holidays showcasing all of Microsoft's consumer brands. At the time, people felt technology was fracturing families. We believed that technology was actually starting to bring families closer together.

Why does American Airlines fly? Because of all the people who do their part to keep the world moving forward.

Everybody loves Google. What's not to love? So we did a blind test to see which search engine people preferred when you took the branding off. Guess what? Most people preferred Bing. We also helped Bing launch "Social Search," which combined information from your Facebook friends with your Bing search results. 

We created this stunt and film with Danica Patrick, who drove for Aspen Dental in NASCAR. Working with Jeff Tremaine, we opened up a food truck that only served food in liquified form to show people that if they don't take care of their teeth, they won't be able to chew their food.

A brand new operating system and a brand new set of hardware to go along with it. We showcased both the Windows 8 experience and the new-fangled machines in this global campaign designed to introduce people to the much maligned Windows 8.  

We experimented with doing different types of competitive work for Microsoft aimed at their enterprise customers. All of this work made a lot of news and set the stage for later compete efforts by Microsoft, taking on their biggest rivals.

Taking a page out of "The Last Starfighter," we used Domino's innovative Pizza Hero app to identify the best virtual pizza makers in America. Then we found them and turned them into real, paid Domino's pizza makers.

Before phones were smart, people cared about the way they looked and felt. This Super Bowl ad, which also ran globally, was directed by David Fincher, and told the story of how the smooth, round Motorola PEBL came to be. And all this time we though they were made in China.

Opel is an international car brand owned by GM. Like Buick or Saturn for Europe.  We launched the 3-day Test Drive across Europe with a funny campaign. And also some offer work for the popular Opel Astra. Then we came up with the platform to launch their new roadster, the Opel GT, called "GT'aime."

Amstel Pulse is a low carb, low calorie beer we launched across Europe and Australia. This type of beer was a completely new concept to European beer drinkers. We made an anthemic global commercial to introduce the idea of "Pure Filtering," then we did some interesting little animations and films to get people familiar with the bottle before they raised their hand and ordered one. The "Filtered Gallery" art show took the concept of filtering to a very personal level.

At a time when consumers were just starting to appreciate high definition video, Sony let people know that High Definition was in their DNA. And that they could find HDNA across a range of consumer electronics, professional broadcast and entertainment products.

Direct to consumer pharma in Europe. You can't advertise the brand. But you can remind people about the problem and that they are in denial.

Church's Chicken was made from scratch. Just like you'd make at home. If you were any good at cooking.

We wanted to remind people that "Coke moments" weren't a thing of the past. So we removed Coke from a few modern-day Coke moments. 

When you shop where the prices are really low, you feel rich.

We didn't get bitten by the dot com bug too much at Cliff Freeman. But these guys were pretty good clients. Now Siri does most of the stuff Quixi did. After all, they were just live operators standing by to search the web for you.

Fox promos were always fun to make. One set of these announced Fox's all-day pre-game Super Bowl coverage. Another introduced the two hosts of NFL Sunday, quarterback Boomer Esiason and comedian Jay Mohr, and their roles on the show.

Adidas was late to the game with a fitness app like Nike+. But when they launched their miCoach app, they wanted to focus on how miCoach actually coached runners to be better.

HTC used to make phones for everyone else. Back when we worked with them, they were just starting to sell their own phones with their own name on them. Most people don't know this, but they introduced the touch phone way before Apple did. This spot introduced the idea of touch when Americans were just starting to hear about it. There's also an in-cinema ad here that told people not to use their phones in the movie theater, in any capacity. 

When you work on Western Union, you can't just talk about money transfer all the time. You've got to bring back the Singing Telegram.