London International Awards
2022 Winners and Finalists
Bronze
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Consumer Campaign
| Entrant: | Rethink, Toronto |
| Brand: | Heinz Ketchup |
| Title(s): | "Draw Ketchup 1", "Draw Ketchup 2", "Draw Ketchup 3", "Draw Ketchup 4", "Draw Ketchup 5" |
| Corporate Name of Client: | Kraft Heinz Canada |
| Senior Client Brand Managers: | Nina Patel/Daniel Gotlib/Chanel Simpson/Keeyan Arvandi |
| Media Companies: | CARAT/Starcom/SALT |
| PR Company: | The Colony Project |
| Agency: | Rethink, Toronto |
| Chief Creative Officer: | Aaron Starkman |
| Executive Creative Director: | Mike Dubrick |
| Creative Director - Art: | Joel Holtby |
| Associate Creative Director: | Zachary Bautista |
| Copywriter: | Geoff Baillie |
| Art Director: | Zachary Bautista |
| Agency Head of Art: | Joel Holtby |
| Agency Graphic Designer: | Jaclyn McConnell |
| Agency Producers: | Alex Butt/Spencer Houghton/Narine Artinian |
| Agency Chief Strategy Officer: | Sean McDonald |
| Agency Strategy Director: | Julian Morgan |
| Agency Group Account Director: | Amy Greenspoon |
| Agency Account Director: | Kai de Bruyn Kops |
| Agency Account Manager: | Allie Kennedy |
Description:
If someone asked you to draw ketchup, our hunch was that you would draw Heinz. And we set out to prove it. To most, ketchup = Heinz.
But the brand couldn’t come out and say that. So we let the world do it for us. We created an activation featuring an anonymous social experiment across 18 countries in five continents - connecting with people in person, on video conference calls, in classrooms, and online. We asked one simple request “Draw Ketchup.”
Consumers drew the Heinz glass bottle, the Heinz label, the famous “57”. Some drawings were beautiful, some basic, some downright scribbles, but they all had one thing in common, almost every person drew Heinz Ketchup.