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.
Category
User-Generated Content
Annual ID
OS22_SM068M
About the Work
For years Heinz has been making cameos in horror movies as fake blood. Unfortunately, with Gen Z ditching TV for TikTok these campy classics weren’t going to get the same viewership they had in the past.
To stay top of mind during the Halloween season we couldn’t rely on Gen Z stumbling across our old reruns. So we decided to create our own and introduce ‘57 Ways To Dine’ , a collaborative horror film where each scene was filmed by a different TikTok user. Users could film anything they wanted as long as they included Heinz as fake blood.
We kicked off the movie by filming and posting the first scene to our TikTok channel. Users were then asked to build off of the first scene in their own creative way. Heinz was tagged in each submission and the best scenes made it into the final cut of the UGC film.
On October 31st, we rolled out the red carpet and premiered the film over TikTok live with major success. The organically posted videos resulted in over 2,300,000 million impressions and over 6,000 engagements. Not to mention it spawned an official IMDB page.
Next step, getting 0% on Rotten Tomatoes. After all, we’re more of a fresh tomatoes kind of brand.
2022 Awards
Total Points: 3
Merit
Credits
Agency
The Kitchen / Toronto
PR / Marketing Agency
Middle Child / Toronto
Media Distribution Company
Carat / Toronto
Creative Director
Julie Martinson
Dan Szczepanek
Editor
Dan Corrigan
Executive Creative Director
Simon Au
Producer
Ashley Savage
Senior Art Director
Nathan Ping
Senior Copywriter
Mark Delisi
Associate Director, Brand Building & Innovation
Daniel Gotlib
Brand Building & Innovation
Nina Patel
Community Manager
Joanna McCutheon
Junior Art Director
Andee Kintanar
Junior Copywriter
Jax Cohen
Sr. Associate Brand Manager
Carlos Vidanes
Sr. Manager, Brand Building & Innovation
Chanel Simpson
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