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.

2023 One Show - Print & Promotional

Draw Ketchup

Agency Rethink + Kraft Heinz

Client Kraft Heinz

Category

Newspaper / Series

Annual ID

OS23_PT004G

About the Work

We created an anonymous social experiment, activating across 18 countries in five continents - connecting via in-person, video conference, classrooms, and an anonymous website. We asked one simple thing: “Draw Ketchup.” We turned the experiment into a brand experience - literally making consumer drawings the heart of a global campaign. Whether they drew bright red bottles, the Heinz logo, or the famous “57”. The drawings all had one thing in common: Heinz. We then launched a global campaign featuring the drawings. We juxtaposed the simple drawings by featuring them in high-impact out-of-home and newspaper print.

2023 Awards

Total Points: 45

Credits

Agency

Rethink

PR / Marketing Agency

The Colony Project

Client / Brand

Kraft Heinz

Music / Sound Production Company

Vapor Music

Art Director

Zachary Bautista

Copywriter

Geoff Baillie

Chief Creative Officer

Aaron Starkman

Creative Director

Zachary Bautista
Joel Holtby

Designer

Jaclyn McConnell

Director of Photography

AA Scott McClellan

Executive Creative Director

Mike Dubrick

Account Director

Kai De Bruyn Kops

Associate Creative Director

Geoff Baillie

Account Manager

Allie Kennedy

Agency In-House Production

R+D Productions

Associate Director, Brand Building & Innovation – Taste Elevation

Daniel Gotlib

Audio engineer

Art Mullin

Broadcast Producer

Alex Butt

Colourist/Online

Emmett Maloney

Community Management

Salt

Group Account Director

Amy Greenspoon

Head of Brand Build Communications & Innovation

Nina Patel

Media agency

Carat
Starcom

Print producer

Narine Artinian

Production coordinator

Spencer Houghton

Senior Associate Brand Manager

Keeyan Arvandi

Senior Brand Manager Brand Building & Innovation

Chanel Simpson

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