Overview

Generating interest in Danio cheese among teenagers presents a new opportunity for consumption, especially by associating it with gaming.

The iconic mascot, Little Hunger, connects well with audiences over the age of 30 but is not widely recognized by today’s teenagers, who are more drawn to video game heroes.

To engage Gen Z, who largely overlook traditional advertisements, we decided to focus on gaming—specifically Fortnite, the most popular streaming game—to capture their attention without relying on conventional advertising strategies.

Role

Art Direction, Concept.

VMLY&R Warsaw

Warsaw, 2023.