Food - Series
Rethink, Toronto/Montreal/Vancouver/New York
Client: Kraft Heinz Chief Creative Officer: Mike Dubrick Creative Director: Xavier Blais, Zachary Bautista Associate Creative Director: Geoff Baillie Chief Creative Officer: Aaron Starkman Chief Strategy Officer: Sean McDonald Writer: Xavier Blais, Geoff Baillie, Aman Soin Proof Reader: Marie-Hélène Lessard Art Director: Zachary Bautista Digital Designer: Alex Fleming Strategist: Julian Morgan Producer: Alex Butt, Steph Walker-Wells, Katia Dupuy, Keegan Shay Post Supervisor: Megan O'Connor, Shannon Ing, Emma Rozenblum Digital Producer: Sheldon Sam Print Producer: AJ Merrick Studio Artist: Brad Kumar, Cadu Rocha Group Account Director: Jamie Sutherland Account Director: David Greisman, Catherine Blouin-Mainville Account Manager: Ashlynn Labinaz Editor: Tyler Erdelac, Anna Vershinina, Ignacio Florez, ÉTienne Bergeron Photographer: Emma Laberge Video VFX: Dustin Gamble, Jean-Nicolas Duval Music/Sound: Circonflex PR Agency: Middle Child, Zeno Group Media Agency: Carat, Starcom Client: Megan Lang
With new artificial intelligence text-to-image programs taking over the internet, Heinz had to know—what does A.I. think ketchup looks like? It turns out that just like humans, A.I. prefers Heinz. After using advanced image generator DALL-E 2 to search for everything from “ketchup scuba diving” to “ketchup in outer space”, we found that a lot of the results looked just like bottles of Heinz. Heinz fans got involved by sharing their own suggestions for ketchup image prompts, with the best ones being turned into social posts and print ads, helping us to create the first ever ad campaign with visuals generated entirely by artificial intelligence.