Heinz Can't Unsee It
Video, Over 30s - Single
2024
Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkideas.com
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.
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