Kraft Heinz ‘Schmears’ Mona Lisa Vandalism With What Looks Like Cream Cheese
By Mikelle Leow, 01 Jun 2022
Image via Philadelphia Cream Cheese
The Mona Lisa might have witnessed all kinds of things in her 519 years, but she probably never saw it coming when a man lunged forward to smear cake cream over her display—and it wasn’t even her birthday.
Earlier this week, the art world went into a frenzy over news of a vandalism attempt on the Leonardo da Vinci masterpiece at the Louvre. It was bizarre, to say the least: The perpetrator was a man dressed as an old lady in a wheelchair. He stood up, threw his wig off, and attacked the painting’s protective bulletproof glass with a cake.
The painting is unharmed, luckily.
When Kraft Heinz got word of the episode, it decided to launch its own “schmear campaign” against the culprit. Everyone’s talking about the cream cake at the center of the controversy, but the company goes one step further to posit that the “cream” might be cream cheese.
“Was it Philadelphia?” Philadelphia Cream Cheese wonders. The question is accompanied by a striking recreation of the defacing. The folks at creative agency Rethink were the brains behind the reactive activation.
“If there’s one cream cheese that’s worthy of the Louvre, it’s Philadelphia,” the cream cheese brand declares.
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