Mondelez: ID ARTCADE

Credits & Description:

Advertiser: MONDELEZ INTERNATIONAL
Agency: DROGA5
Category: Games
Advertising campaign: ID ARTCADE
Producer: Danielle Mund (Droga5)
Ux Designer: Eileen Tang (Droga5)
Art Director: Jen Lu (Droga5)
Creative Chairman: David Droga (Droga5)
Executive Producer: Lindsey Slaby (Droga5)
Account Manager: Kaitlin Struble (Droga5)
Lead Producer: Toph Brown (Droga5)
Account Director: Cailtin Chandler (Droga5)
Copywriter: David Ma (Droga5)
Group Creative Director: Neil Heymann (Droga5)
Art Director: Nick Scmidt (Droga5)
Executive Creative Director: Nik Studzinski (Droga5)
Designer: Ryan Hoelting (Droga5)
Head Of Integrated Production: Sally-Ann Dale (Droga5)
Strategist: Chet Gulland (Droga5)
Copywriter: Colin Lord (Droga5)
Executive Creative Director: Ted Royer (Droga5)

Brief Explanation
Our integrated launch campaign for Mondelēz International's (formerly Kraft Foods') iD Gum brand relied on an all-in social strategy to spread the "kinda" brand concept. It centered on the iD ArtCade, a unique, interactive hub that's kinda an art gallery and kinda an arcade. Here teens can scan iD pack artwork to build their own online collection and unlock quirky, ridiculously stupid games, like Censored Sensei: a scantily clad martial arts master with a revealing attack. Or ShKnitting: a fish that poops yarn and ropes up his predators. Everything from bald eagles in wigs to plumbers with penny-pinching posteriors.