Heinz Print, Case study Pass The Heinz by DAVID Miami, Sterling Cooper Draper Pryce

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Pass The Heinz

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Industry Sauces
Media Print, Magazine & Newspaper, Case study
Market United States
Agency DAVID Miami
Chief Creative Officer Anselmo Ramos
Creative Director Russell Dodson, Antony Kalathara
Art Director Ricardo Casal
Copywriter Juan Javier Peña Plaza
Agency Sterling Cooper Draper Pryce
Creative Director Don Draper
Art Director Josh Weltman
Copywriter Matthew Weiner, Erin Levy
Released March 2017

Awards

Cannes Lions 2017
Print And Publishing Use of Print: Innovative Use of Print Gold Lion

Credits & Description

Title: Pass The Heinz
Agency: Sterling Cooper Draper Pryce, David
Brand: The Kraft Heinz Company
Country: USA
Entrant Company: David, Miami
Advertising Agency: Sterling Cooper Draper Pryce, New York / David, Miami
Production Company: Domo Producoes, São Paulo
Additional Company: Kraft Heinz Company, Chicago
Copywriter: Juan Javier Peña Plaza (David)
Chief Creative Officer, Founder: Anselmo Ramos (David)
Creative Director: Russell Dodson (David Miami)
Creative Director: Antony Kalathara (David Miami)
Art Director: Ricardo Casal (David)
Design Director: Carlos Lange (David Miami)
Strategy Director: Jon Carlaw (David Miami)
Head Of Global Production: Veronica Beach (David)
Managing Director, Head Of Account: Paulo Fogaça (David Miami)
Account Supervisor: Rafael Giorgino (David Miami)
Founders S.C.D.P.: Roger Sterling, Bertram Cooper, Don Draper, Lane Pryce (Sterling Cooper Draper Pryce)
Founder: Gastón Bigio (David)
Founder: Fernando Musa (David)
Creative Director: Don Draper (Sterling Cooper Draper Pryce)
Copywriter: Matthew Weiner (Sterling Cooper Draper Pryce)
Copywriter: Erin Levy (Sterling Cooper Draper Pryce)
Art Director: Josh Weltman (Sterling Cooper Draper Pryce)
Strategy Director: Paul Ramirez (David Miami)
Group Account Director: Michelle Cobas (David Miami)
Account Director: Carlos Rangel (David Miami)
Account Supervisor: Juan Nuñez (David Miami)
Vice President Of Marketing: Michelle St. Jacques (Heinz)
Brand Director: Nicole Kulwicki (Heinz)
Brand Manager: Melissa Casey (Heinz)
Director: Felipe Alonso (Domo Produções)
Director Of Photography: Felipe Hermini (Domo Produções)
Executive Producer: Karin Stuckenschmidt (Domo Produções)
Food Stylist: Dagmar Vesely (Domo Produções)
Art Director: Lica (Domo Produções)
Entry Summary:
We decided to bring an idea from Don Draper to real life. In the show, the fictional Heinz clients may not have seen his vision, but the real Heinz did. So we faithfully recreated the ads proposed in the show and then seeded them out in a series of billboards around New York, the city where the show takes place. As 2017 marks the 10th anniversary of the show’s beginning, it was the perfect time to launch as fans become nostalgic about the show.We reached out to LionsGate and AMC to get the rights for the campaign and, for the first time, took an idea from a fictional agency and ran it in the real world.And while it was even more meaningful to know the reference, everyone would understand the message because a naked plate of fries isn’t the same without the great taste of Heinz ketchup.