Heinz - "Heinz Draw Ketchup" by ANDY Awards 2022
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Heinz - "Heinz Draw Ketchup"
- Brand: Heinz
- Country: Canada
- Advertiser: Kraft Heinz
| Title | Heinz Draw Ketchup |
| Agency | Rethink Communications Inc. |
| Campaign | Heinz Draw Ketchup |
| Advertiser | Kraft Heinz |
| Brand | Heinz |
| Date of First Broadcast/Publication | 2021 |
| Business Sector | Mayonnaise, Ketchup, Mustards |
| Story | We anonymously asked people all over the world to draw ketchup. The result? They all drew Heinz.The experiment was conducted with dozens of participants across five continents, none of whom had any idea what brand the experiment was for. All they were told was to “draw ketchup,” and most reacted by drawing a bright red bottle with “Heinz” written on it.Those labels were featured on a limited-release run of Heinz bottles, and on digital billboards. |
| Media Type | Case Study |
| Length | |
| AI Description | The Heinz "Draw Ketchup" ad showcases a unique global experiment that challenges individuals to draw ketchup. Participants from across five continents simply are asked to "draw ketchup," resulting in a variety of drawings, most featuring Heinz's iconic red bottles with its recognizable label. The ad highlights these spontaneous drawings, which were later transformed into billboard advertisements and limited-edition bottle designs. The campaign's reach extends to digital platforms and social media, encouraging further engagement by inviting more people worldwide to submit their own ketchup drawings, capturing a universal association between ketchup and the Heinz brand. |
| Sound & Music | Vapor Music Group |
| Chief Creative Officer | Aaron Starkman |
| Executive Creative Director | Mike Dubrick |
| Head of Art and Creative Director | Joel Holtby |
| Associate Creative Director | Zachary Bautista |
| Art Director | Zachary Bautista |
| Copywriter | Geoff Baillie |
| Designer | Jaclyn McConnell |
| Chief Strategy Officer | Sean McDonald |
| Strategist | Julian Morgan |
| Producer | Alex Butt⠀ |
| Production Coordinator | Spencer J. Houghton |
| Print Producer | Narine Artinian |
| Production Company | R+D Productions |
| Director of Photography (DOP) | Scott McClelland |
| Editor | Stephen Parker |
| Online / Grading | Emmett Maloney |
| Account Director | Amy Greenspoon |
| Account Director | Kai de Bruyn Kops |
| Account Manager | Allie Kennedy |
| Engineer | Art Mullin |
| Public Relations | The Colony Project |
| Media Agency | Carat |
| Community Management | SALT |
| Advertising Manager | Nina Patel |
| Advertising Manager | Daniel Gotlib |
| Advertising Manager | Chanel Simpson |
| Advertising Manager | Keeyan Arvandi |
