The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Edchup
Agency DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London
Category
Branding / Branded Item
Annual ID
OS_DE20_071M
About the Work
Ed Sheeran is crazy about Heinz. So much so that he even has the label tattooed on his arm. And is also a celebrity that never does brand endorsements only for the money. That’s when Ed Sheehan himself contacted Heinz in an Instagram DM, asking for a partnership. To retribute the love Ed Sheeran had for the brand, we decided to tattoo ourselves back - with his tattoos. We copied the placement of his tattoo sleeve to create a special edition bottle, that was auctioned off at Christie’s, with proceeds going to charity. It is the first Branded Item in history to use a tattoo version of the label as the actual label. We also launched an integrated campaign, with the first TVC starred by the singer, print ads with no label but his tattoo, and a second version of EdChup, for everyone to enjoy.
2020 Awards
Total Points: 2
Merit
Credits
Agency
DAVID / Miami
Design Firm
JKR / London
PR / Marketing Agency
Ed Sheeran + Grumpy Old Management / London
Wonderland / Bristol
Client / Brand
Kraft Heinz / London
Production Company
Division7 / Smuggler / London / Los Angeles
Music / Sound Production Company
Warner Music / London
Beacon Street Studios / Venice
Canja / Curitiba
Post Production Company
Union Editorial / CO3 / Los Angeles
Art Director
Andy Tamayo
Sergio Takahata
Leticia Romano
Digital Artist
Evan Guidera
Director
Kris Belman
Editor
Christjan Jordan
James Bird
Executive Creative Director
Juan Javier Peña Plaza
Ricardo Casal
Executive Producer
David Richards
Kamila Prokop
Gabriel Wakeman
Leslie DiLullo
Group Creative Director
Fernando Pellizzaro
Jean Zamprogno
Music Supervisor
Edu Karas
Lucas Sfair
Filipe Resende
Producer
Veronica Beach
Marina Rodrigues
Brenda Osorno
Andrew Colon
Claire Jones
Daisy Mostyn
Portia Abatan
Stephen Keith-Roach
Joe Carter
Dani Duhadway
Logan Aries
Stefan Sonnefeld
Kate Vadnais
Bruno Vieira
Ana Flor
Product Designer
Sam Tidman
Strategist
Jon Carlaw
Matías Candia
Creative Team
Cristina Cornejo Ayala
Luisa Candido
Barbara Karalis
Victoria Sjardin
Nigel Dickie
Kiki Jin
Stuart Camp
Gaby Cawthorne
Bob Workman
Kannayo Okolie
Alison Weir
James Rich
Patrick Milling-Smith
Michael Raimondi
Amber Tisue
Aaron Cornacchio
Account Team
Paulo Fogaça
Carmen Rodriguez
Mariana D'Aprile
Carolina Foster
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