Lunchables Dunkables pits AI against kids’ imaginations, and it isn’t close

Goodby Silverstein & Partners campaign asked both sides to generate artwork, and put the results in ads

Published On
Mar 12, 2024
AI image of a pretzel next to a kid's drawing of a pretzel snake

Editor's Pick

Kids make the most imaginative art, and now a new Lunchables Dunkables campaign proves it.

Goodby Silverstein & Partners tested kids’ imaginations by pitting them against artificial intelligence for the new campaign. Kids were asked to look at a Dunkables product and think of something fantastical—they came back with stuff like “pretzel ninjas,” “mozzarella submarines” and a “marinara octopus.”

Given the same prompt, AI returned high-quality but imaginatively empty images.

 

The artwork is being used in ads, and will be featured in pop-up art exhibits outside museums in Austin, Texas, and Los Angeles.

Dunkables outdoor posters showing AI art and kids' art

Extending the theme, Lunchables also said it is seeking the first-ever Dunkables “head of imagination.” Kids 5-13 can submit a piece of art responding to the prompt: “imagine a mozzarella stick or pretzel twist as something fantastical.” The winner will receive prizes including a trip to Lunchables HQ in Chicago; the chance to create social content for a future Dunkables campaign; a year’s supply of product; and $1,500 spending money.

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“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,” said Alyssa Cicero, senior brand manager at Lunchables, a Kraft Heinz brand. “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.”

Credits

Date
Mar 12, 2024
Client :
Lunchables Dunkables
Client :
Kraft Heinz
Agency :
Goodby Silverstein & Partners
Chief Growth Officer :
Diana Frost
VP of North America Marketing & Head of The Kitchen :
Jessica Vultaggio
VP of North America Brand Communications :
Nina Patel
Director Brand Communications :
Samantha Mills
Senior Brand Manager Brand Comms :
Alyssa Cicero
Associate Brand Manager :
Anna James
Senior Manager Media :
Julia Tsang
Director North America PR :
Jenna Thornton
Senior Specialist North America Brand PR :
Hannah Donohue
Co-Chairman :
Jeff Goodby
Chief Creative Officer :
Margaret Johnson
Creative Director :
Kurt Mills
Creative Director :
Daniel Righi
Art Director :
Nando Sperb
Copywriter :
Raul Palhares
Copywriter :
Luis Giraldo
Managing Partner :
Brian McPherson
Group Account Director :
Becca Morris
Account Director :
Callen Gustafson
Assistant Account Manager :
Adrianne Medina
Partner Head of Brand Strategy :
Bonnie Wan
Partner Head of Communication Strategy :
Christine Chen
Deputy Director of Brand Strategy :
Kelly Evans-Pfeifer
Group Communication Strategy Director :
Caitlin Neelon
Head of Production :
Jim Haight
Executive Producer :
Christine Oh
Producer :
Hanna Hegnell
Production Coordinator :
Lilyana Melero
Senior Production Artist :
Caldin Seides
Director of Business Affairs :
Judy Ybarra
Business Affairs Manager :
Yelena Kompaneyets
Production Company :
GSP eLevel
Head of Photography :
Emilio Diaz
Director & DP :
Emilio Diaz
Production Assistant :
Siena Kuhn
Editor :
Steven Morris
Creative Director :
Mike Landry
Motion :
Mike Landry
Lead Animator :
Nick Bizzack
Post Production Director :
Michael Damiani
Executive Post Producer :
John Dutton
Post Producer :
Sumita Rattu
Media Agency :
Carat
VP Planning :
Karla Faria
Associate Media Director :
Rachel Gregory
Media Supervisor :
Liz Thompson
VP OOH :
Jessica Freely
Director of Social :
Becca Leondi
PR Agency :
Zeno Group
Head Foodie :
Missy Maher
Executive Vice President :
Courtney Pischke
Vice President :
Alysa Winkler
Senior Account Supervisor :
Bethany Stokoski
Senior Account Executive :
Amelia Bogert

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Project Type