Kraft: #FamilyGreatly by Leo Burnett Chicago

Client: Kraft
Date: Dec 2017
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Kraft wants all the stressed out, exhausted parents out there to know that their kids think they’re doing a great job.

At least that’s the premise of its newly launched #FamilyGreatly campaign, which encourages parents to stop putting so much pressure on themselves to be perfect. The campaign’s message is based off of a survey of more than 1,000 parents and 1,000 children that found that eight out of ten parents feel pressure to be perfect, even though four out of five kids would rather have a “great” parent than a perfect one.

The crux of the campaign is a video that features real parents discussing the impossible standards they set for themselves when it comes to parenting. The ad opens with a mother admitting that she strives to be a perfect parent even though she knows no such thing exists. Later in the spot, another mom tearfully says that she always feels like her son deserves more than she can give him.

However, the testimonials from their children that follow tell a different story, as many of the kids talk about how great they think their parents are, with one young boy even eloquently describing his mother as having a “pure heart.”

Credits

Chief Creative Officer: Britt Nolan

VP Creative Director: Sarah Block

Creative Director: Brandan Jenkins

SVP Account Director: Kristina Lenz

Account Director: Abby Allsop

Account Supervisor: Madeline Schnur

Assistant Account Executive: Blair Cooley

Senior Project Manager: Stephanie Treppler

SVP Strategy Director: Pushpa Gopalan

Strategy Director: Lisa Sobillo SVP, Director of Production: Veronica Puc

VP, Executive Producer: Tom Keramidas

Senior Producer: Adine Becker

Production Manager: Anne Carbo

Talent Manager: Robyn Schwartz

Senior Music Producer: Alec Stern

Senior Music Producer: Jocelyn Brown

PRODUCTION

Director: David Terry Fine

Production Company: Little Moving Pictures

Executive Producer: Jeremy Summer

Producer: Kimi Milo

EDITORIAL / POST PRODUCTION

Editor (The Colonie): Bob Ackerman

Assistant Editor (The Colonie): Graham Chapman

Finish/VFX (The Colonie): Tom Dernulc

Finish/VFX Assistant (The Colonie): Ben Pokorny

Colourist (The Mill): Luke Morrison

Colour Assistant (The Mill): Lindsey Mazur

Colour Executive Producer (The Mill): Laurie Adrianopoli

Colour Producer (The Mill): Dan Butler

AUDIO

Mixer: John Binder - Mixer

Assistant Audio Engineer, Josh Hunnicutt

Executive Producer: Tim Konn

Producer: Louise Rider

Media: Starcom

Public Relations: Olson Engage

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