For the latest evolution of La Dolce Velveeta, Velveeta and agency Johannes Leonardo collaborated with director Andreas Nilsson and Cut+Run editor Jonnie Scarlet in a campaign that features three characters enjoying Velveeta when and however they please.
In 2021, America was reintroduced to Velveeta by way of its first-ever dramatic rebrand in over 100 years. The brand was reestablished not only as a product, but as a lifestyle centered around enjoying life’s greatest pleasures: La Dolce Velveeta (LDV). LDV embraces what the brand really stands for: unapologetic, big, bold, supremely creamy, and relentlessly original.
In 2022, the brand set out to give fans real life examples of how to live LDV and that came to life through Velveeta Pinkies Out nail polish, Velveeta Veltini and the Velveeta Foodie Call—but this year it’s all about the attitude behind the lifestyle and that’s exactly what the newest campaign for La Dolce Velveeta embodies.
In the new creative, the protagonists are all cool as can be, stylish and have Velveeta at their fingertips. Watch below:
REELated:
The 3x long-form films with cutdowns will be running across TV, OLV and social. There will also be high-visibility placements at the launch in Times Square and on the Las Vegas Strip.
CREDITS:
CLIENT: Velveeta
- VP – Head of Strategy and Development: Jessica Vultaggio
- VP – Head of NA Brand Communications: Nina Patel
- Head of North American Brand Comms – Oscar Mayer, Philadelphia, Velveeta, Kraft Singles, Just Crack An Egg: Anne Field
- Director of External Communications & PR, North American Brands: Jenna Thornton
- Senior Brand Manager, Brand Comms: Kelsey Rice
- Manager, NA Brand PR & Media Relations: Kate Mitchell
AGENCY: Johannes Leonardo
- Founder: Jan Jacobs
- Founder: Leo Premutico
- Chief Creative Officer: Julia Neumann
- Creative Director: Mathew Jerrett
- Creative Lead: Andrew Chin
- Creative Lead: Lannie Hartley
- Group Strategy Director: Emily Garvey
- Communications Strategy Director: Annie Yuan
- Senior Communications Strategist: Cameren Moncrieffe
- Strategist: Andrew Grant
- Connor Keeshan: Integrated Business Lead
- Jack Beck: Account Director
- Allie Graham: Account Supervisor
- Brett Fisher: Group Executive Producer
- Jake Herman: Senior Producer, Film
- Alesa Blanchard-Nelson: Director, Business Affairs
- Joe Bringuier: Senior Business Affairs Manager
- Graziella Bullaro: Senior Project Manager
PRODUCTION COMPANY: Biscuit
- Director: Andreas Nilsson
- Cinematographer: Peter Deming
- Partner / Managing Director: Shawn Lacy
- Executive Producer: Holly Vega
- Head of Production: Sean Moody
PRODUCTION SERVICES: The Lift
- CEO: Avelino Rodríguez
- Executive Producer: Pablo Chozas
- Line Producer: Cristina Barres
EDIT: Cut+Run/The Quarry
- Editor: Jonnie Scarlet
- Assistant Editor: Chrissy Doughty
- Managing Partner: Lauren Hertzberg
- Executive Producer: Ellese Shell
- Head of Production: Marcia Wigley
POST: BaconX
- Colorist: Hannibal Lang
- COO & Executive Producer: Eliana Carranza-Pitcher
- Head of Production: Cilie Kragegaard
- VFX Producer: Doireann de Buitléar
- VFX Supervisor: Morten Vinther
- Senior Compositor: Mikkel Hansen
- Compositor: Kai Hauswirth
- Compositor: Marco Baratto
- Compositor: Oliver Woozy
- Flame Artist: Marina Henzel
MUSIC + AUDIO:
- Executive Producer: Gregers Maersk Moller
- Sound Designer: Adrian Aurelius
- Audio Engineer: Philip Flindt
- Music Supervisor: Sunny Kapoor
- Music Supervisor: Marc Algranti
