The Mill partnered with Leo Burnett and Kraft-Heinz to create this fundamentally different spot, giving real families the spotlight, falling in line with their “Family Greatly” campaign.
Over the course of Super Bowl LII Sunday, participants nationwide submitted photographs of their unique family make-ups using social media and the hashtags #familygreatly and #kraftentry. Thanks to this crowd sourcing effort, The Mill was able to collect the content and clean up the images, in real-time, to ensure their inclusion in the spot that aired during the third quarter of the game.
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Editorial
Editorial: The Mill Editor: Al Benoit Creative Director: Jeff Boddy