CHALLENGE

It's not up for debate: Kraft Mac and Cheese is simply the cheesiest, and Kraft and Razorfish came to Fuel for help on reflecting that fact online. Kraft's series of TV spots featured the aptly-named C. Rex on a quest to get cheesed by whatever means possible, so to extend the legs of the ad campaign, we looked at developing pick-up-and-play games that would make Rex's quest more interactive.

CREATIVE AND EXECUTION

We built two games which would live on Kraft's 'The Cheesiest" portal, a website that includes a contest tie-in for Night at the Museum, downloadable KD content for kids, and a video player where they could check out the TV spots.

The site's flagship experience 'Quest for Cheese' is a puzzle game that asks player to guide Rex through increasingly more complex puzzle rooms filled with dangling pianos, patrolling robots, shifting platforms, and the ultimate payoff of a face full of cheese.

The second game is a simple-to-play test that sees C. Rex loading himself up onto a massive fork catapult, and asking users to push the button to launch him into a vat full of orange goodness. As the levels progress, kids' reflexes and reaction time are tested.

Both games feature 3D character animation, and original artwork that echo the design of the TV spots.