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Trojan Horse Made from Pretzels and Cheddar Takes on Medieval Castle in Kraft Lunchables Ode to Imagination

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Hobby's Oskar Bård and Goodby Silverstein and Partners take kids back to medieval times for the joyful campaign

Trojan Horse Made from Pretzels and Cheddar Takes on Medieval Castle in Kraft Lunchables Ode to Imagination

Or at least that’s what we’d have you believe in the latest spot for Lunchables by Hobby’s Oskar Bård - which is the flagship of the new ‘Built to be Eaten’ campaign for Kraft-Heinz, created by the good people of Goodby Silverstein & Partners out of Los Angeles.

The film is ultimately an ode to the imagination of kids: What they see in their mind's eye, when us adults just see what’s plainly in front of us. And in creating that world the sky is really the limit. The challenge is to come up with something that does justice to kids and what they can come up with. In this case a six meter tall trojan horse, in delectable building materials, on wheels, made of chicken poppers… 

Director Oskar Bård comments: “I mean this film is really everything that I love in filmmaking - Getting to build a bit of a fantasy world that is just visually striking in its iconography and then a focus on acting and performance - which is super important to me when humour is at the core…  And absolutely 100% most importantly a really good clear simplicity in the story. I just felt it was really good creative before I even got to the table - so I’m rather chuffed I got to do this one.”

The production was truly international, as Hobby, headquartered in Sweden, shot the film in Bulgaria (following some intensive ‘where can we find the best castle’ research). Goodby Silverstein & Partners and Kraft-Heinz attended remotely from their living rooms all over the US. 

Shoot wrapped, GSP&P then took the reins on the offline in Los Angeles (with Arcade) before the films were ultimately entrusted to the amazing people of UPP in the Czech Republic for the VFX and finishing. 

It just goes to show... Zoom is good for something. In this case a mad and rather enjoyable team effort across five countries to make 30 seconds of pretzel horsing around. 

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Director : Oskar Bård

Producer : Phie Hansen

Director of Photography : Franz Lustig

Production Designer : Pablo Tregebov Poza

Wardrobe Stylist : Pernille Holm

VFX supervisor : Miroslav Gál

Service Production

Service Production : B2Y Bulgaria

Executive producer : Alexander Kenanov

Service Producer : Kristin Arakchieva


Editing House : Arcade Edit

Editor : Tom Barnett



VFX Supervisor : Miroslav Gál

VFX Producer : Václav Machuta


Agency : Goodby Silverstein & Partners

Agency Producer : Nick Goldsmith

Agency Creatives : Kurt Mills, Daniel Righi, Ryan Harper, Stephen Pachego


Client : Kraft Heinz

Genres: Comedy, People, Storytelling, Dialogue

Categories: Food, Savoury Snacks

Hobby Film, Wed, 04 Aug 2021 11:43:47 GMT