Heinz on Film

Guerrilla Marketing Program

2021

Rethink, Toronto/Montreal/Vancouver
w: rethinkcanada.com

Ad Agency: Rethink Client: Kraft Heinz Canada Creative Directors: Mike Dubrick, Nicolas Quintal Art Directors: Hayley Hinkley Writers: Jacquelyn Parent Art Director: Mathieu Lacombe, Maxime Sauté Writer: Vanessa Harbec, Xavier Blais Illustrator: Erin Maguire Strategist: Julian Morgan Head of Strategy: Sean McDonald Chief Creative Officer: Aaron Starkman Producers: Anna Tricinci, Spencer Houghton Editor: Stephen Parker Post-Production: R+D Productions On-Line: R+D Productions Audio House: Vapor Music Engineer: Art Mullin Account Directors: Amy Greenspoon, Kai De Bryun Kops Account Manager: Sarah Shiff

Days before the Oscars, Heinz created its own page on the internet's official actor database, IMDb—something no brand had ever attempted before. Using the open platform, we created our page and credited Heinz Ketchup in hundreds of films. On launch day, IMDb deleted the Heinz actor page and shut us down. Taking action to prove our credibility as an actor, Heinz launched a video on social calling on Canadians to find movies featuring Heinz and credit it in the comments.