Heinz Vintage Drip

Content-Social/Viral/Promotional - Series

2023

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

With new artificial intelligence text-to-image programs taking over the internet, Heinz had to kno—wwhat 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.

Client: Kraft Heinz
Chief Creative Officer: Aaron Starkman, Mike Dubrick
Associate Creative Director: Geoff Baillie
Creative Director: Zachary Bautista
Writer: Geoff Baillie, Aman Soin, Brendan Scullion
Senior Art Director: Matt Dunn
Art Director: Zachary Bautista, Ashley Park, Max Bingham
Strategist: Julian Morgan
Broadcast Producer: Alex Butt
Producer: AJ Merrick, Agnes Gilchrist
Post Supervisor: Megan O'Connor, Shannon Ing
Studio Artist: Brad Kumar
Group Account Director: Jamie Sutherland
Account Director: David Greisman, Kai De Bruyn Kops
Account Manager: Emily Anzarouth, Rachel Cloth
Director: Nikki Ormerod
Photographer: Nikki Ormerod
Cinematographer: Nina Djacic
Production Company: Undivided Creative
Executive Producer: Scott Houghton
Line Producer: Scott Houghton
Additional Photography: Nick Greaves
Editor: Tyler Erdelac
Post-Production Company: Gimmick Studios
Colourist: Ismaël Ouattara
Post-Production Company: Post-Moderne
Music/Sound: OSO Audio
PR Agency: Middle Child, Zeno Group
Media Agency: Carat, Starcom
Printing Company: TI Group