For Kraft's new MilkBite Milk & Granola Bars we created Mel, the first brand mascot stuck in an existential crisis. He's part Milk. He's part Granola. But mostly, he's confused.

In addition to a full TV campaign directed by David Shane, we created a Facebook campaign that brought Mel closer to his fans. He posted from his Instagram account, answered fan's questions, Tweeted and emptied his soul in very personal web diaries.

Featured & awarded in the One Show, Conan O’Brien’s Late Show and Aimee Mann’s Twitter feed.