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.
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Category
Active Engagement / Call to Action
Annual ID
OS_SM21_086M
About the Work
Every award season, a few of Hollywood’s greats get snubbed, and nobody understands that feeling more than Heinz Ketchup. The red condiment has appeared in hundreds of Hollywood classics, yet never received any recognition.
So, just days before the biggest award show, Heinz created its own IMDb page to officially get in the credits of all the movies they’ve been in over the years. But IMDb shut the page down.
To take action, Heinz launched a video calling on all Canadians to help prove its credibility as an actor, by sharing their favourite movie featuring Heinz Ketchup on the brand’s social posts. The first 1,000 Canadians to participate received a free bottle of Heinz Ketchup. The responses were so overwhelming that Heinz decided to double the giveaway.
So, just days before the biggest award show, Heinz created its own IMDb page to officially get in the credits of all the movies they’ve been in over the years. But IMDb shut the page down.
To take action, Heinz launched a video calling on all Canadians to help prove its credibility as an actor, by sharing their favourite movie featuring Heinz Ketchup on the brand’s social posts. The first 1,000 Canadians to participate received a free bottle of Heinz Ketchup. The responses were so overwhelming that Heinz decided to double the giveaway.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Rethink / Toronto
Client / Brand
Kraft Heinz Canada / Toronto
Production Company
R+D Productions / Toronto
Music / Sound Production Company
Vapor Music / Toronto
Art Director
Hayley Hinkley
Mathieu Lacombe
Maxime Sauté
Chief Creative Officer
Aaron Starkman
Chief Strategy Officer
Sean McDonald
Creative Director
Nicolas Quintal
Designer
Erin Maguire
Editor
Stephen Parker
Executive Creative Director
Mike Dubrick
Producer
Anna Tricinci
Spencer Houghton
Strategist
Julian Morgan
Account Manager
Sarah Shiff
Engineer
Art Mullin
Group Account Director
Amy Greenspoon
Kai De Bryun Kops
Head of Brand Build Communications & Innovation
Nina Patel
Senior Brand Manager
Brian Neumann
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