Work of the Week: 16/04/21
There are few brands that could almost completely omit their own branding from a series of ads and still wholly own those ads. Heinz Ketchup is one of the few.
A new campaign from Rethink in Canada is the latest in a series of campaigns that shamelessly - in a good way - touts Heinz's leadership in the ketchup category. While previous efforts have involved a torturous all-red puzzle, the world's slowest-loading website and asking people to simply 'draw ketchup', a series of new print ads merely shows food items that pair particularly well with Ketchup made up in the shape of the Heinz logo. "IT HAS TO BE *insert pic of food*" each print reads.
“Heinz is the originator. It’s the Ketchup,” said Daniel Gotlib, associate director, brand building and innovation at KraftHeinz, in a press release. “Earlier this year, we launched the Draw Ketchup campaign, where we anonymously asked people to simply draw ketchup. What we saw, time and time again, was that people drew the iconic Heinz bottle.That intuitive association with the Heinz logo crystallised our approach for this campaign.”
The print campaign is one of eight projects to mark a strong and varied LBB Work of the Week. Dive right in and you'll also be treated to a Colombian campaign that turns saltwater into electricity, a Finnish print campaign purposely filled with gobbledygook, a big global Samsung campaign, and a Filipino ad that turns a sexist gym rat into a weirdly tasty treat.
Heinz's Iconic Keystone Takes the Form of Food in Campaign from Rethink
Read more.
Device from Wunderman Thompson Colombia Turns Salt Walter into Electricity
Read more.
Bake Off! This Wild Filipino Ad Turns a Sexist Gym Rat into a Weirdly Tasty Treat
Read more.
Colombia's Largest Newspaper Prints Old News to Fight Modern Change
Read more.
World Vision's Unreadable Advertising Takes Over Finland to Highlight What Illiteracy Feels Like
Read more.
Head & Shoulders Tackles Dandruff Stigma in Japan with Action-Packed Anime Spy Thriller
Read more.
Samsung's Latest Awesome Instalment Celebrates the Full Spectrum of Global Creativity
Read more.
This Scented Billboard Helps Identify the Early Symptoms of Covid-19
Read more.
Uncommon Shows How the UK Will 'Grow Again' in Latest Work for B&Q
Read more.
