That’s La Dolce Velveeta
Velveeta isn’t just a food—but a lifestyle. It’s about living for pleasure and not giving a damn what anyone else thinks. So we enlisted Gucci photographer/filmmaker Harmony Korine to help us launch La Dolce Velveeta—a campaign about living as decadently as Velveeta makes you feel.
We produced a print and OOH campaign that highlighted tenets of the lifestyle instead of cheesy headlines.
We even went where no cheese brand had gone before—Vogue. With a triple spread in the world’s most famous fashion magazine, we blended in with surrounding fashion and lifestyle content to cement our place among the greats.
Directed By: Harmony Korine
GCDs: Jeph Burton & Hunter Hampton
CDs: Laura Osborne & Jono Flannery
Sr. Writer: Me
Sr. AD: Andrew Chin
Copywriter: Zoe Meyers
AD: Matt Barton