Hershey Reese's Uncupped
Out-of-Home - Single
Client: Hershey's Canada Senior Marketing Manager: Mathieu Gamache Marketing Manager: Azim Akhtar Assistant Marketing Manager: Dulangi Kapugama Partner and Executive Creative Director: Pete Breton, Dave Douglass Art Director: Sasha Barkans Copywriter: Cristina Piñeros Associate Creative Director: Marko Pandza, Jason Kerr Partner and CEO: Franke Rodriguez President and Managing Partner: Candace Borland Head of Client Services: Bryden McDonald Business Director: Erin Wilbur Account Director: Rhiannon Enss Account Supervisor: Carly Watson Account Executive: Lauren Zaitz Group Planning Director: Mahmoud El Kattan Strategy Director: Andrew Ahern Social Media Strategist: Matt Stasoff Head of Production: Marie-Pierre Toure Agency Producer: Martina Esguerra OOH Producer: Rob Murray, Tracy Haapamaki Photographer: Suech and Beck Photography Production: JK Productions Inc. OOH Mechanical File Production: Unreasonable Studios, Pierre Briones Media Agency: UM
Winning Entry: youtube.com/watch?v=9wkBa3Ql1nQ
Everyone knows Reese's. We're the #1 chocolate brand in Canada. But we lacked the emotional affinity that makes a brand truly iconic. Our goal was to move beyond just another functional ingredients story. So we took some license to play with a seemingly inconsequential but unique part of our product—the classic cup wrapper—and elevated it to a starring role. We launched with a simple, powerful and iconic visual that cued what every Reese's fan knew—Nothing Else is Reese's.