Heinz A.I.

Experiential/Digital Engagement - Single

2024

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com

Chief Creative Officer: Mike Dubrick, Aaron Starkman Executive Creative Director: Xavier Blais Writer: Xavier Blais, Geoff Baillie, Aman Soin Creative Director: Geoff Baillie, Zachary Bautista Art Director: Zachary Bautista Interactive Designer: Alex Fleming Strategist: Julian Morgan Chief Strategy Officer: Sean McDonald Producer: Alex Butt, Steph Walker-Wells, Katia Dupuy, Keegan Shay, Narine Artinian Post Supervisor: Megan O'Connor, Shannon Ing, Emma Rozenblum Digital Producer: Kate Spencer Proofreader: Marie-Hélène Lessard Print Producer: AJ Merrick, Kate Spencer, Katia Dupuy Studio Artist: Brad Kumar, Cadu Rocha Group Account Director: Jamie Sutherland, Adam Ball Account Director: David Greisman, Catherine Blouin-Mainville Account Manager: Ashlynn Labinaz, Olivia Yang Editor: Tyler Erdelac, Anna Vershinina, Ignacio Florez, Étienne Bergeron Photographer: Emma Laberge Video VFX: Dustin Gamble, Jean-Nicolas Duval Audio House: Circonflex Public Relations Agency: Middle Child Managing Director: Sean Citringo Vice President: Gillian DiCesare Account Director: Emily Kett Associate Director: Rebecca Fuller Senior Account Manager: Chandler Nowak, Joseph Crimi Senior Account Manager, Digital: Bea Ticsay Senior Account Executive: Patricia Gonzalez, Charlotte Hefner Account Executive: Sabeeyha Bobat PR Agency: Zeno Group Head Foodie: Missy Maher Executive Vice President: Courtney Pischke Senior Vice President: Jamie Dammrich Head of Client Service: Heather Meehan Vice President: Alysa Winkler Senior Account Director: David Dwyer Account Supervisor: Bethany Stokoski, Veronica Smith Senior Account Manager: Miranda Hill Media Agency: Carat, Starcom Production Company: Quiver Executive Producer: Shelly Simmons, Graham Budd Client: Kraft Heinz, Nina Patel, Megan Lang, Jacqueline Chao, Alyssa Cicero

Last year, Heinz used beta text-to-image generators to prove that when asked to generate images of "ketchup", AI will make images resembling Heinz. But with AI image generators having vastly improved since the campaign's launch, AI thinks ketchup looks like Heinz more than ever before. So we made an interactive ad that proves this live. Powered by CHATGPT 4, we made a board that invites people to finish the prompt "ketchup bottle in…". The board then live generated 100s of Heinz ads.