Heinz Can't Unsee It
Ideation - Single
2024
Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com
Chief Creative Officer: Mike Dubrick, Aaron Starkman, Daniel Lobatón Executive Creative Director: Xavier Blais, Tara Lawall Creative Director: Zachary Bautista, Geoff Baillie Art Director: Zachary Bautista, Rachel LeBlanc, Ryan Cookish, Dan Cantelon Writer: Geoff Baillie Chief Strategy Officer: Sean McDonald Strategist: Julian Morgan, Emma Bayfield Director of Broadcast: Shelby Spigelman Director of Integrated Content: Todd Harrison Director of Integrated Production: AJ Merrick Integrated Producer: Kyle Hicks, Kelsey Irvine, Kate A. Spencer Broadcast Producer: Alex Butt Studio Manager: Todd Bennett, Jonathan Cesar Studio Artist: Patrick Kennedy, Kostas Loukopoulos Post Production Supervisor: Shannon Ing Editor: Thais Maranho, Leigh O'Neill, Nick Greaves Group Business Lead: Adam Ball Group Account Director: Kai De Bruyn Kops Account Director: David Greisman Account Supervisor: Rachel Cloth Account Manager: Olivia Yang, Bhumika Baweja Photographer: Jon Simo, Poupay Jutharat, Maria Jose Govea PR Agency: Zeno Group Head Foodie: Missy Maher Executive Vice President, Earned Media: Courtney Pischke Senior Vice President: Jamie Dammrich Vice President: Alysa Winkler Senior Account Supervisor: Bethany Roth Senior Account Executive: Nicolette Stern Client: Kraft Heinz, Lizzy Goodman, Brian Neumann, Julia Adams, Jamie Mack, Navjit Dhillon, Alexandra Lieberman, Jenna Thornton, Molly Kelsey, Jacqueline Chao, Megan Lang Partner: Marvel Studios EVP, Partnerships, Promotions, Synergy & Events: Lylle Breier VP, Partnership Management and Operations: Holly Frank VP, Marketing Partnerships, Product Placement & Creative: Ty Ervin Director, Marketing Partnerships and Promotions: A.J. Fierro Director, Creative Marketing Partnerships: Andrew Staub Manager, Marketing Partnerships and Promotions: Caroline Hogan Manager, Creative Marketing Partnerships: Britney Asao, Ariana Vallenilla Media Agency: Carat Canada Associate Account Director: Marlee Camacho Manager, Planning: Taha Hameedi Senior Planner: Isabella Oliveros Planner: Robby Sawicki Account Manager: Abhishek Mehta Account Executive: Atakan Demir Manager, Buying: Neander Martins Media Agency: Carat US Associate Director, Planning: Nicole Tarazona Media Manager, Planning: Micahya Byrd Associate, Planning: Elizabeth Schuler Director, Social: Jourdan Daroff Media Manager, Social: Heather Weidman Associate, Social: Morgan Ray, Lucia Fornaroli Manager: Ethan Beller Director: Gianine Hall
Winning Entry: vimeo.com/1008558742/6e9c9e95bf
Introducing "Can't Unsee It," a campaign aimed at making sure no one can see Deadpool & Wolverine without thinking of Heinz Ketchup & Mustard. We launched with what appeared to be a new trailer for the movie, until bottles of Heinz Ketchup & Mustard start flashing on screen in blips. Ryan Reynolds, in an original voiceover, freeze frames over the Heinz bottles, realizing that even he can't unsee the comparison. Then, we targeted Marvel's out-of-home campaign, with assets that glitched Heinz Ketchup & Mustard bottles over images of Deadpool & Wolverine.