The One Show
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Category
Integrated Campaign
Annual ID
OS23_DM111M
About the Work
Super Bowl 57 was the advertising opportunity Heinz had always been waiting for. As the ketchup who’s proudly repped 57 on their label for over 150 years, Super Bowl 57 was Heinz’s time to shine. But there was a problem. The Super Bowl uses roman numerals, and no one knows what LVII means. So no one was saying 57.
Introducing, “LVII Meanz 57” - Heinz’ unofficial Super Bowl campaign that taught the world that LVII means and told them to just say 57. We kicked off with a social video that put Americans to the test and highlighted the truth - nobody understands Roman Numerals. Next, our 360 campaign and influencers reinforced “LVII Meanz 57” and rallied people against Roman Numerals. When we asked them to vote, everyone agreed: Just Say 57. On Super Bowl Sunday, we announced our victory on Super Boards surrounding the stadium, where the NFL couldn’t miss it.
Introducing, “LVII Meanz 57” - Heinz’ unofficial Super Bowl campaign that taught the world that LVII means and told them to just say 57. We kicked off with a social video that put Americans to the test and highlighted the truth - nobody understands Roman Numerals. Next, our 360 campaign and influencers reinforced “LVII Meanz 57” and rallied people against Roman Numerals. When we asked them to vote, everyone agreed: Just Say 57. On Super Bowl Sunday, we announced our victory on Super Boards surrounding the stadium, where the NFL couldn’t miss it.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Rethink
PR / Marketing Agency
Zeno Group / Toronto
Client
Megan Lang
Client / Brand
Kraft Heinz
Production Company
MT Vernon Entertainment
Media Agency
Starcom
Carat
Art Director
Zachary Bautista
Stefan D'Aversa
Copywriter
Geoff Baillie
Phil Coulter
Charles Côté
Chief Creative Officer
Aaron Starkman
Mike Dubrick
Cinematographer
Chloe Smolkin
Creative Director
Zachary Bautista
Director
Tessa Greenberg
Editor
Nick Greaves
Executive Creative Director
Xavier Blais
Executive Producer
Steph Walker-Wells
Photographer
Tessa Greenberg
Producer
Kate Spencer
Nadya MacNeil
Strategist
Julian Morgan
Emma Bayfield
Account Director
David Greisman
Catherine Blouin-Mainville
Account Supervisor
Jamie Flatow
Associate Creative Director
Geoff Baillie
Karine Doucet
Motion Graphics
Ignacio Florez
Account Manager
Rachel Cloth
Agency In-House Production
R+D Productions
Chief strategy Officer
Sean McDonald
Colour & Finishing Facility
R+D Productions
Digital Producer
Kate Spencer
Group Account Director
Jamie Sutherland
Group Business Lead
Adam Ball
LINE PRODUCER
Ken Franchi
Music & Sound Production
R+D Productions
Post Supervisor
Megan O'Connor
Shannon Ing
Print producer
Kate Spencer
printing company
Italic Printing / Toronto
Studio Artist
Justin Chan
Kostas Loukopoulos
Studio Director
Brad Kumar
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