Heinz Ketchup has been a household name and a leader in the condiment category for the past 150 years. The Heinz name has become synonymous with ketchup, but being the category leader puts a target on your back. Heinz was facing new challenges and was no longer the presumptive choice for Canadians. For the first time, they began to lose share and saw a decrease in brand affinity scores. There was genuine worry the brand in Canada could swing from iconic to old-fashioned. Canadians loved Ketchup and preferred the taste of Heinz, but the brand was at risk of falling out of favor. As such, their goal for 2019 was to reaffirm their iconic status with Canadians.
 
 
Strategy and Insight:
Heinz Ketchup needed to identify relevant cultural moments befitting of an iconic brand. Every winter the world turns its eyes towards Hollywood to celebrate the best and most recognizable actors and films. The brand recognized that Heinz had been playing a role alongside those actors and in those films, yet never received the credit. Something their competitors couldn’t claim. After all, Heinz on a table isn’t a normal product placement. A diner in a movie without Heinz wouldn’t look right. For decades Heinz Ketchup played a role just like the other actors, appearing in countless iconic films from When Harry met Sally, to the likes of Groundhog Day and Goodfellas. It was time for their iconic glass bottle to get some credit.

Every award season a few of Hollywood’s greats get snubbed, and nobody understands that feeling more than Heinz Ketchup. With the amount of press already surrounding the Oscars every year, they had to find a way to get our consumers to get involved with them.

Execution:
Days before the season’s biggest awards show Heinz created its own page on the internet’s official actor database, IMDb, to get in the credits for all of the movies they’ve ever been in, something no brand had ever attempted before. But it was shut down. That’s right, Heinz Ketchup got snubbed just like “the Sandman” in 2020. The brand needed to quickly pivot the campaign and they needed Canada’s (and the world’s) help.

Taking action to prove their credibility as an actor, Heinz launched a video on social calling on all Canadians to find movies featuring Heinz and credit it in the comments. Ultimately, they created a new movie database out of the Heinz social feed, sourced entirely by consumers. The first 1000 commenters received free ketchup and they drove further engagement by interacting in real-time with people crafting custom responses that mimicked the movies they spotted them in. The campaign reaction was so overwhelming that Heinz decided to double the giveaway.

Results and Impact:
Heinz Ketchup instigated the exact social conversation that it had hoped for. With 52X the average social engagement for Heinz On Film campaign, they drove more traffic on social than they ever would have on IMDb. Additionally, they increased positive brand sentiment by 350%, increased household penetration, all while earning $155,000 USD in Media during one of the buzziest weeks of the year. Turns out getting snubbed during the Oscars is not so bad after all.

Credits
Campaign: Heinz On Film
Production Company: R+D Productions
Advertiser Brand: Kraft Heinz
Advertising Agency: Rethink
Source

Hijack Hollywood’s favorite tactic. They created a For Your Consideration campaign, which Hollywood normally uses to promote movies for awards, to promote women in Hollywood. Not for an award. For a job.

The campaign features posters that spotlight women writers, female directors, composers, producers, females in film industry, and actors with endorsements from notables in entertainment like Quincy Jones, Spike Lee, Sia, Diane Warren, Ang Lee, Issa Rae and Sir Patrick Stewart.

For more information visit: https://womeninfilm.org/fyc/

Credits
Agency Network: Saatchi & Saatchi
Holding Company: Publicis Groupe

In Hollywood, 96% of film directors are men. In Europe, 81% of films are directed by men. Only 20% of films shown in Swedish cinemas so far this year have female directors. We think this leads to an imbalance that makes the film industry more one-eyed than it needs to be. A film industry with more gender equality would lead to more exciting films with more perspectives and much higher definition.

We want to see those films. We want to see the whole world. We do not just want to represent the film industry as it is, we want to inspire change. That is why women will direct half of the films at the 2020 Göteborg Film Festival. We call this initiative 50/50 Vision.

The Göteborg Film Festival would like to start the gender parity year of 2020 by implementing what everyone is talking about: an equal program at a major international film festival.

During the 2020 Göteborg Film Festival, we will show 200 films by men and 200 by women.

Tags:
50/50 Vision, Hollywood, Gender Equality, Women, Gender Parity Year, Awareness, Film

Class Never Goes Out Of Style

What does the video depict?
1. The videos show that style, when performed in the best manner, can make reach anyone to any height.
2. The video is a part representation of a Bond movie in which the actor portrayed the role itself.
3. With some smart moves, the actor turned agent, Pierce Brosnan attacks the place of the enemy and wins the heart of all the females present there.
4. The voice of the artist reveals the new tagline or the punch line of the product at the end where he gets to sit n the throne-like the seat, post winning at everything.

This step of Pan Bahar is also a noteworthy and shows that how much profit this company is making. Also, it showcases its presence in the market, thus, claiming to be one among the main leaders of the market. Furthermore, this will encourage other Indian companies to go and hire international actors or artists to help in creating a new style for their respective products.

Credits
Agency: DDB Mudra

General public opinion on the split of Angelina Jolie and Brad Pitt may be negative but Norwegian Airline did not miss this chance to announce cheap flights to Los Angeles where the newly “single” Brad Pitt lives. The tagline said “Actor. LA. Newly Single. Seeks the likeminded partner with GSOH.” With this tagline, it announced a cheap flight from London to LA. It was already an indication towards Brad Pitt but did not say it directly. However, the second ad campaign had the tagline “Brad is single” and announced cheap flights from Oslo to LA. The marketing team of Norwegian Airline is being appreciated for its brilliance in using this opportunity to advertise themselves. It has been retweeted several times and its creativity has been appreciated by many. It is an excellent piece of creativity and marketing skills because it uses something that is already known in the market and creates a sensation.

Why does this advertisement stand out?

● It has added humor to a serious issue.
● It used something that was already the talk of the town and capitalized on it.
● It had good timing because the campaign was launched 3 days after Brangelina announced their split.
● It used a very short campaign tagline to give out a strong message.

This advertisement is a clear example that shows the importance of innovation in the advertising industry and it is very important to be vigilant about the happenings around in order to come up with great campaigns.