Our challenge from the Young Ones brief is to enable Gen-Z to live a life of outrageous pleasure with Velveeta as their pleasure wingman. Velveeta has been on a transformational journey. At 100+ years old, the cheese brand – whose name was derived from the word “velvet” for its creamy cheesy pleasure-filled experience. In 2021, the brand re-introduced itself with new branding and a new campaign, La Dolce Velveeta. Through research about what pleasure means to Gen-z, we discovered they like to treat themselves, crave social connections, and value authenticity. With our findings, we were able to create an experiential campaign to help Velveeta accomplish the take of capturing pleasure.