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Hershey Turns Packaging into a Beat Box with Take5 Remixer

The new ad was created in partnership with IPG Media Labs and Novalia

Hershey Turns Packaging into a Beat Box with Take5 Remixer

When Hershey relaunched its TAKE5 bar this year, it focused on remixing everyday experiences. The company's latest project with agency Barkley takes remixing literally with the TAKE5 remixer, which turns packaging into a beat box.

Created in partnership with IPG Media Labs and Novalia, the TAKE5 Remixer uses conductive ink to create music on the spot. The limited release TAKE5 Remixer allows users to immediately remix music with built-in speakers. Unlike other packaging-based music devices, it doesn’t require an app to run.

The battery-powered Remixer includes five rows of three beats with pause and stop buttons to produce more than 30,000 track combinations. The lo-fi sound is a throwback to the keyboards of the 80s and 90s. “In a world of headphones and streamed music, the Remixer lets people collaborate together in a group music-playing experience,” says Dan Mohnshine, director of Take5 brand.

On September 17th, the limited edition TAKE5 Remixer debuts at Hotel Thrillist. In a New Orleans-style welcome, the TAKE5 brand is giving more than 500 guests their own Remixer. People can also get a chance to win a Remixer by retweeting @TAKE5 using #RemixerSweepstakes for a limited time (now through September 19th).


Advertiser: Hershey’s TAKE5

Brand Manager: Chris Kinnard

Director of Marketing: Dan Mohnshine

Digital: Katy Lee

Creative Agency

Creative Agency: Barkley

Creative Director: Katy Hornaday

Copywriter: Zack Browne

Art Director: Tanya Karpitskiy

Strategist: Molly Griffin

Producer: Dany Gimeno

Executive Creative Director: Jason Elm

Group Account Director: Bryan Herrman

Content Manager: Brandon Painter

Account Supervisor: Julie Ray

Production Manager: Dustin Schirer

PR Director: Anita Strohm

Strategy: David Weaver

Account Director: Tyler Cook

Genre: PR