We’re all amazed by what artificial intelligence can dream up, but Lunchables Dunkables has just shown that it doesn’t beat kids’ imagination. Not even close.
The campaign by Goodby Silverstein & Partners asked AI and children to generate artwork that imagined Lunchables Dunkables snacks, such as pretzels, mozzarella and marinara, as “fantastical”. Children drew a pretzel rocket, mozzarella sun, mozzarella submarine, marinara octopus…AI’s imagination got stuck back at food.
Inspired by the limitless power of KI, Lunchables is continuing to foster imagination, launching the first-ever Dunkables Head of Imagination position via a competition in the US.
The brand is calling all kid artists aged 5-13 to submit a piece of art using the prompt, “imagine a mozzarella stick or pretzel twist as something fantastical”. The winner will be selected based on relevance to the theme, creativity and originality and one lucky kid will win:
- A four-day three-night trip and up to three guests to Chicago, IL for the opportunity to spend one day at the Lunchables’ Headquarters
- Imagination sessions to create their very own social content for a future Dunkables social campaign
- Free reign of the Lunchables HQ kitchen for taste test sessions of upcoming new products and to craft a custom Dunkables variety
- A year’s worth of Dunkables
- $1,500 awarded as spending money
“Today’s kids are among the most creative generation of our time, and we are proud to get a front-row seat to their imaginations with our new Dunkables snacks,” statedAlyssa Cicero, senior brand manager, Lunchables. “Kids don’t just eat them – they dream up entire universes around them. At a time when artificial intelligence technology is rising in families’ lives, our commitment to fostering kid imagination and providing more than just fuel for their bodies is more important than ever.”
Fans can also experience the power of the A.I. vs. K.I. campaign for themselves at pop-up art exhibits located outside some of America’s biggest museums in Austin, Texas and Los Angeles. Each exhibit features the Dunkables-themed artwork generated from both forces, proving nothing out-imagines kids – not even AI.
Credits
Client: Kraft Heinz (Lunchables Dunkables)
Growth Marketing: Diana Frost
Chief Content Officer: Jessica Vultaggio
Brand Directors: Nina Patel & Samantha Mills
Brand Managers: Alyssa Cicero & Anna James
Media Manager: Julia Tsang
PR Director: Jenna Thornton
PR: Hannah Donohue
Creative Agency: Goodby Silverstein & Partners
Chair: Jeff Goodby
Chief Creative Officer: Margaret Johnson
Creative Directors: Kurt Mills & Daniel Righi
Art Director: Nando Sperb
Copywriters: Raul Palhares & Luis Giraldo
Managing Partner: Brian Mcpherson
Group Account Director: Becca Morris
Account Director: Callen Gustafson
Account Manager: Adrianne Medina
Head of Strategy: Bonnie Wan
Communications Manager: Christine Chen
Strategy Directors: Kelly Evans-Pfeifer & Cailtin Neelon
Head of Production: Jim Haight
Executive Producer: Christine Oh
Producer: Hanna Hegnell
Coordinator: Lilyana Melero
Artist: Caldin Seides
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Yelena Kompaneyets
Media: Carat
Production: Elevel
Head of Production: Emilio Diaz
Director & DoP: Emilio Diaz
Production Assistant: Siena Kuhn
Creative Director: Mike Landry
Motion Designer: Mike Landry
Animation Lead: Nick Bizzack
Post Production & VFX: Elevel
Editor: Steven Morris
Director: Michael Damiani
Executive Producer: John Dutton
Producer: Sumita Rattu
PR: Zeno
