A formative experience most kids have in elementary school is seeing the proud (read: indulgent and faintly worried) look on their mothers’ faces upon bringing home that first piece of macaroni art, perhaps in the form of a necklace. It was a tradition that seemed technology-proof; that is, until Kraft decided to ruin everything recently by pointing out how wasteful it is to render inedible so much affordable grub. (Next thing you know, Nathan’s is going to decide that the Coney Island hot dog eating contest is wasteful too!) Fortunately, Kraft has a plan for filling the macaroni art-shaped void in the hearts of children: the company is giving macaroni a digital makeover.
Created by agency Crispin Porter + Bogusky, Kraft’s new “Dinner, Not Art” campaign features an iPad app for creating pixel-based macaroni art. Users pick a background canvas, place noodles in any number of configurations and paint away. Although some may argue that doing so is completely beside the point of macaroni art, and a symptom of our increasing reliance on computers for tasks that are meant to be tactile, there is a charitable component to “Dinner, Not Art” as well. For every digital noodle used, Kraft will donate 10 noodles to Feeding America (up to 110M noodles.)