INSIGHT: When life gets chaotic, we crave comfort.

TENSION: Snack culture is obsessed with the next new thing, but new doesn’t offer comfort.

IDEA: Drag is unapologetically extra. Dad’s Cookies is unapologetically not.

EXECUTION:

OOHs capture queens backstage, using drag humour to contrast between the high drama of the stage with the comfort of the familiar. The idea extends into 10 second video spots.