Kraft spent the year celebrating perfectly imperfect families. So when it came time to take the campaign to the Super Bowl, it only made sense to celebrate those same families.
I’ll admit - at first I was a little skeptical.
Moments before the Super Bowl started, across social channels and NBC, we let families know that instead of just watching Super Bowl commercials, they could be in one. In 10 minutes, we had over 24,000 Instagram photos from families across the country.
We spent the day in the edit room, screening, approving, clearing and editing the genuine family moments that would turn into a 30 second spot. I responded to families in real time, tracked social responses, and edited all the copy in real time.