Every day, thousands of boxes of KRAFT Macaroni & Cheese are used to create inedible macaroni art. What a waste! To help prevent this, we created "Dinner, Not Art", an iPad app and site that allows anyone to make digital macaroni art instead. Choose your canvas, choose a noodle shape, rotate noodles, size noodles, paint noodles and use the paintbrush to create your digital macaroni masterpiece. To make sure the noodles you're saving are given to the people that need them most, KRAFT donates ten real noodles to Feeding America¨ for every digital noodle used, donating up to 110,000 noodles.

Launch the campaign
Published
October 2012
Topics

The Story

Every day, thousands of boxes of KRAFT Macaroni & Cheese are used to create inedible macaroni art. What a waste! To help prevent this, we created "Dinner, Not Art", an iPad app and site that allows anyone to make digital macaroni art instead. Choose your canvas, choose a noodle shape, rotate noodles, size noodles, paint noodles and use the paintbrush to create your digital macaroni masterpiece. To make sure the noodles you're saving are given to the people that need them most, KRAFT donates ten real noodles to Feeding America¨ for every digital noodle used, donating up to 110,000 noodles.

Rapid prototyping with the Unity engine allowed the team to efficiently iterate on and define the feature set – turns out that bringing macaroni art from the physical to digital word is a little trickier than it sounds. With a tight project timeline, our technology had to be quick and scalable to both the iPad and web platforms. Leveraging the Starling Framework and Adobe AIR, we were able to build the core functionality in ActionScript, quickly port to iOS for testing and ultimately deploy the core of the code base simultaneously to both iOS and web applications.

The Results

To date, 15,052,340 noodles have been donated through over 8,000 pieces of submitted digital macaroni art. Users have spent an average of over eight minutes creating art. We’ve seen everything from recreations of classic works of art to conceptual masterpieces and the occasional pink owl. And we’re only getting started.

33

team members working on this project

2K

Total hours spent on this project

65,958

lines of code written

Launch Date July 7, 2012