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Category
Ecommerce
Annual ID
OS_EX21_047M
About the Work
Once every decade, the release of next-gen video game consoles coincides with the holiday season and takes the world by storm. 2020 was that year. The Sony Playstation 5 (PS5) came out and it was impossible to get. So we used this moment as an opportunity to make the biggest conversation in gaming and entertainment, a conversation about cheesecake.
Introducing Philly Series 5. It’s a box/kit that comes with all the ingredients you need to make a cheesecake, plus a special pan designed to help you bake that cheesecake in the shape of the PS5. That way, the millions who couldn't get their hands on the hottest holiday gift, could find pleasure in the most delicious one.
Immediately, the Philly Series 5 was embraced by both the gaming world, and popular culture at large, with the kits selling out 8 individual times in just seconds each. Whenever a conversation about the real PS5 would erupt on social media throughout the months of November and December 2020, a meme or post about the Philly Series 5 would go organically viral, rising to the top of the number 1 trending conversation on both Twitter and Reddit. Features in both mainstream media, and the world’s biggest gaming platforms helped the campaign generate over 220 million media impressions and earn over $2.4 million in ad value. Our kit became the fastest selling product in the 148 year history of the brand, and drove all other Philadelphia brand sales to increase by 13%.
Introducing Philly Series 5. It’s a box/kit that comes with all the ingredients you need to make a cheesecake, plus a special pan designed to help you bake that cheesecake in the shape of the PS5. That way, the millions who couldn't get their hands on the hottest holiday gift, could find pleasure in the most delicious one.
Immediately, the Philly Series 5 was embraced by both the gaming world, and popular culture at large, with the kits selling out 8 individual times in just seconds each. Whenever a conversation about the real PS5 would erupt on social media throughout the months of November and December 2020, a meme or post about the Philly Series 5 would go organically viral, rising to the top of the number 1 trending conversation on both Twitter and Reddit. Features in both mainstream media, and the world’s biggest gaming platforms helped the campaign generate over 220 million media impressions and earn over $2.4 million in ad value. Our kit became the fastest selling product in the 148 year history of the brand, and drove all other Philadelphia brand sales to increase by 13%.
2021 Awards
Total Points: 3
Merit
Credits
Agency
GUT Agency / Miami
PR / Marketing Agency
Alison Brod Marketing + Communications / New York
Client / Brand
Philadelphia Cream Cheese / New York
Production Company
Alpen / Los Angeles
Post Production Company
Cosmo Street Editorial / Miami
Media Distribution Company
Starcom
Art Director
Lisa Martirosyan
B. Gosse
Mike Gallegos
Mike Gallegos
Associate Creative Director
Leila Moussaoui
Creative Director
Eliana Ferrer
Jeffrey Hodgson
Director
Mike Bernstein
Director of Photography
Andrew Wheeler
Editor
Jeff Grippe
Executive Producer
Christian Heuer
Adrianne McCurrach
Alberto Farinas
Joanna Shaw
Producer
William Cubbon
Pamela Cohen
Assistant Editor
Alexandra Jimenez
Associate Strategy Director
Bruno Steffen
CCO/ Founder
Anselmo Ramos
Executive Creative Director / Partner
Juan Javier Peña Plaza
Ricardo Casal
Managing Partner / Executive Producer
Yvette Cobarrubias
Senior Art Director
Jose Ramirez
Senior Copywriter
Jeff Schermer
Sai He
Senior Producer
Alexandra Odriozola
1st AD
Steve Bagnara
Account Coordinator
Nicole Dosso
Account Director
Monique Beauchamp Estrella
Account Supervisor
Erika Berg
Analyst
Christina Brown
Audio Engineer
Carlos Molina
Brand Director
Basak Oguz
Brand Manager
Erica Watkins
Chief Client Officer / Partner
Carmen Rodriguez
Chief Operating Officer / Partner
Paulo Fogaça
Community Manager
Nefari Steele
Content Director
Samantha Lemoine
Creative Manager
Cristina Cornejo Ayala
Hair
Valene Mohahan
Head of Art
Guido Fusetti
Head of Digital
Ralph Kuijpers
Head of Production
Renata Neumann
Industrial Designer
Franco Barbieri
Lead, Equity & Platform Development, Cheese & Dairy
Anne Field
Makeup
Carmen Dianne
Manager, Culinary
Lauren Bayer
Music Producer
Raul Garcia
Production Designer
Katie Hickman
Senior Account Executive
Verónica Pérez
Senior Associate Brand Manager
Keenan White
Senior Associate Brand Manager, Equity & Platform Development, Cheese & Dairy
Patti Zaremba
Senior Vice President
Brooke Scher Mogan
Technical Director
Sun Komen
VFX Supervisor
Nico Cragnolino
Vice President
Adrianna Lauricella
Wardrobe
Jolene Nava
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