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Foodies and music-lovers alike have been dancing in their kitchens to the new Kraft Singles Single 'Square It (feat. Kelis)' since it launched across streaming platforms a week ago. Now, the brand is excited to share the music video for the single - which launched today on the brand's Instagram page. The music video was directed by Scheme Engine's Sammy Rawal and features dancer Honey Balenciaga cooking and dancing in the kitchen to the Kraft Singles and Kelis collaboration, celebrating all the delicious and gooey ways you can 'Square It' with America's favourite American cheese.
Agency: Johannes Leonardo, New York
The campaign is part of a larger renewed effort from Kraft Heinz to reach their fans through new and creative mediums - like music and entertainment. The brand experienced double-digit sales growth for the first time in over five years as a result of covid which reinvigorated this beloved favourite with new confidence and appeal.
Credits
- Director
- Chief Creative Officer
Julia Neumann
- Group Creative Director
- Group Creative Director
- Executive Producer
- Executive Producer
- Art Director
- Copywriter
- Producer
- Producer
- Producer
- Producer
- DoP
Other credits
KH/KRS Clients
President - Meal Foundations, Coffee: Sergio Nahuz
Chief Creative Consultant: Matthew Bull
GM – Cheese: Vikram Singh
VP - Head of Strategy and Development: Jessica Vultaggio
Equity Platform Lead: Anne Field
Associate Director: Alison Kelly
Sr. Associate Brand Manager: Melanie Guidotti
Sr. Associate Brand Manager: Kylea Pittrich
Agency
Founder: Jan Jacobs
Founder: Leo Premutico
Group Strategy Director: Emily Garvey
Strategy Director: Haley Derrah
Strategist: Brenden Smith
Associate Comms Strategy Director: Casey Donahue
Sr Communications Strategist: Cameren Moncrieff
Group Account Director: Elektra O'Malley
Account Director: Jack Beck
Account Supervisor: Jonathan Skewes
Account Manager: Abbye Rhodes
Production
Head of Production: Maria Perez
Associate Director, Business Affairs: Cindy Gines
Business Affairs Manager: Joe Bringuier
Design
Design Director: Joseph Dasaro
Sr. Designer: Helen Ratner
Jr. Designer: Bella Gomez
Public Relations
Director of Communications: Elizabeth Hess
Sr. Public Relations Manager: Kimberly Rooney-Lupo
Public Relations Associate: Nana-Saa Kessie
Production
Head of Production: James Rothman
Rep: Miss Smith
Production Company Toronto: Revolver
EP: Richard Cureton, Luc Frappier
Line Producer: Barclay Maude
Choreographer: Addy Chan
Additional Choreography: Honey Balenciaga
Production Designer: Hope Little
Wardrobe: Muska Zurmati
HMU: Celeste Russouw
Post: Scheme Engine
Editor: Eric Barr
VFX: Sammy Rawal
Sound Mix: Lucas Ellman
Colorist: Tricia Hagoriles, Nice Shoes
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