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Edchup
Agency DAVID / Miami + Kraft Heinz / London + Division7 / Smuggler / London / Los Angeles + Ed Sheeran + Grumpy Old Management / London
Category
Physical Items
Annual ID
OS_DI20_048M
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. The Heinz and Ed Sheeran super fans that either won or purchased the Edchup bottle tattoo, received in via mail in a speaker-shaped box, created inspired by Ed's preferences, and is now hold as an item of collection in 150 households around the world. 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, being sold in supermarkets.
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 / London
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 Sonnenfeld
Kate Vadnais
Bruno Vieira
Ana Flor
Product Designer
Sam Tidman
Strategist
Jon Carlaw
Matías Candia
Creative Team
Cristina Cornejo Ayala
Barbara Karalis
Victoria Sjardin
Nigel Dickie
Kiki Jin
Bob Workman
Kannayo Okolie
Alison Weir
James Rich
Patrick Milling-Smith
Michael Raimondi
Amber Tisue
Aaron Cornacchio
Stuart Camp
Gaby Cawthorne
Account Team
Paulo Fogaça
Luisa Candido
Carmen Rodriguez
Mariana D'Aprile
Carolina Foster
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