We needed to target Kraft EasyMac's core market of college students and create some content to engage them. My idea was, EasyMac goes up in a microwave… what else can we put in there? Surprising everyone, we got approval. So we went out, bought a couple of cheap microwaves, came up with a list of stuff to throws in and set up some cameras in a garage and started filming. Tomatoes, soap, foam, glue, you name it. Some were more exciting than others. Did you know Christmas lights actually light up when microwaved? Eggs were pretty obvious, but the explosion was better than we ever imagined and clearly won the prize. We drove up traffic to EasyMac and better yet, I've got a ton of footage of stuff being blown up in a microwave.
