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Edchup
Agency DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London
Category
Craft / Art Direction
Annual ID
OS_DE20_194M
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. Special attention was given to the design of the Edchup bottle, to adapt the real tattoos Ed Sheeran has on his arm to fit the shape of the Heinz Bottle, keeping the authenticity of the designs, to appeal to Ed's fans. 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 Guidena
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
Barbara Karalis
Bruno Vieira
Ana Flor
Andrew Colon
Claire Jones
Daisy Mostyn
Portia Abatan
Stephen Keith-Roach
Joe Carter
Sam Tidam
Stefan Sonnenfeld
Dani Duhadway
Logan Aries
Sound Designer
Kate Vadnais
Strategist
Jon Carlaw
Matías Candia
Creative Team
Cristina Cornejo Ayala
Victoria Sjardin
Nigel Dikie
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
Luisa Candido
Carmen Rodriguez
Mariana D'Aprile
Carolina Foster
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