Draw Ketchup

Experiential/Event - Single

2021

Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkcanada.com

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.

Client: Kraft Heinz
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Art Director: Zachary Bautista
Writer: Geoff Baillie
Associate Creative Director: Zachary Bautista
Head of Art: Joel Holtby
Creative Director: Joel Holtby
Designer: Jaclyn McConnell
Strategist: Julian Morgan, Sean McDonald
Production Company: R+D Productions
Broadcast Producer: Alex Butt
Production Coordinator: Spencer Houghton
Print Producer: Narine Artinian
Director of Photography: AA Scott McClellan
Editor: Stephen Parker
Colourist: Emmett Maloney
Account Director: Amy Greenspoon, Kai De Bruyn Kops
Account Manager: Allie Kennedy
Audio House: Vapor Music
Engineer: Art Mullin
PR Company: The Colony Project
Media Agency: CARAT
Community Management: SALT