ADC Awards
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Category
Food / Series
Annual ID
ADC101_PHO021B
About the Work
For the last 30 years, Lunchables has helped kids build their lunch their own way. Which made us wonder: what else could kids build with Lunchables?
So we repositioned Lunchables as its own building toy—“The Toy You Can Eat”—and started building everything from penguins to robots to trains, out of nothing but Lunchables.
To bring our builds to life in print, we took our favorite builds and built miniature sets around them, shooting them all practically. We shot each build from low angles to make the food feel larger than life. This could have easily been created with CGI or in Photoshop, but we wanted to make the food and the background feel tactile and real.
We created a medieval castle setting for our Pretzel Trojan Horse, a vibrant Parisian outdoor set for our Kabobbles Eiffel Tower and a golden-hour rocket launch for our Cracker Stacker Rocket.
Each setup was meticulously crafted, down to little miniature humans and toy buses—then the food was placed in position for the final frame.
These images were so simple and graphic that we also turned them into billboards that ran in Times Square. In a packaged-goods category that traditionally features smiling kids and giant pack shots, we made the food the hero, creating graphic posters out of our simple builds.
So we repositioned Lunchables as its own building toy—“The Toy You Can Eat”—and started building everything from penguins to robots to trains, out of nothing but Lunchables.
To bring our builds to life in print, we took our favorite builds and built miniature sets around them, shooting them all practically. We shot each build from low angles to make the food feel larger than life. This could have easily been created with CGI or in Photoshop, but we wanted to make the food and the background feel tactile and real.
We created a medieval castle setting for our Pretzel Trojan Horse, a vibrant Parisian outdoor set for our Kabobbles Eiffel Tower and a golden-hour rocket launch for our Cracker Stacker Rocket.
Each setup was meticulously crafted, down to little miniature humans and toy buses—then the food was placed in position for the final frame.
These images were so simple and graphic that we also turned them into billboards that ran in Times Square. In a packaged-goods category that traditionally features smiling kids and giant pack shots, we made the food the hero, creating graphic posters out of our simple builds.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Production Company
Crawford & Company
FAO Schwarz
Food Scale Builds
GS&P Films
Keena + Stebs
Prop & Spoon
VGS Studio
Visual Citi
Art Director
Ryan Harper
Copywriter
Stephen Pacheco
Chief Creative Officer
Margaret Johnson
Creative Director
Daniel Righi
Kurt Mills
Designer
Tiffany Zaporteza
Photographer
Quinn Gravier
Stephanie Gonot
Producer
Zach Crawford
Account Director
Callen Gustafson
Associate Director
Katie Hunstad
Mollie Raab
Business Affairs Manager
Yelena Kompaneyets
Line Producer
Amanda Steigerwald
Retoucher
Samuel Nordemann
Senior Producer
Marina Rodrigues
Account Manager
Carmen Guan
Analytics Strategist
Grace Goodby
Associate Brand Manager, Brand Activation
Molle Klein
Associate Director, Brand Activation
Ashley Delaney
Brand Camp Strategic Development Manager
Ariel Berk
Brand Strategy Director
Gabriella Dishotsky
Chief Merchandising Officer
David Niggli
Communication Strategy Director
Dong Kim
Creative Director, Visual Merchandising
Dennison Lalla
Digital Technician
Josh Lewis
Director of Broadcast Production
Leila Gage
Director of Business Affairs
Judy Ybarra
Director of Film Content & Partnerships
Jp Patterson
Director/CEO
Harlan Silverstein
Director/Director of Project Management
Zahir Merchant
Director/National Account Exec
Christopher Might
Event Photographer
Justin Keena
Executive Producer, Social & Experiential
Gemma Edward Aron
Food Stylist
Casey Dobbins
Food Stylist
Randy Mon
Group Account Director
Becca Morris
Group Brand Strategy Director
Kelly Evans-Pfeifer
Group Strategy Director of Analytics
Taylor Grant
Head of Brand Camp
Graham North
Managing Partner
Brian McPherson
Marketing Director
Rachel Drof
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communication Strategy
Christine Chen
Photographer Assistant
Emilio Diaz
Prepress company
DMAX Imaging
President, Kids Snacks & Beverage
Adam Butler
Print Producer
Noah Dasho
Production Designer, Food scale models
Kerry Coutu
Senior Analytics Strategist
Jack Sloman
Senior Associate
Diana DeLeon-Hunter
Senior Associate Brand Manager
Ann Symonanis
Senior Communications Strategist
Jacob Sperla
Senior Marketing Analyst
Peter Hook
Set Designer
Liza Nelson
Supervisor
Jennie Hubbard
VP Media Director
Aileen Gattuso
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