Celebrating 150 Years of Heinz|短视频|广告营销案例【ADGuider广告指南】

庆祝亨氏 150 周年

案例简介：为了庆祝成立 150 周年，亨氏在英国和欧洲、中东和非洲发起了一场重大的新运动。该活动由 BBH London 发起，通过突出其最受欢迎的产品之一 -- 亨氏番茄番茄酱，庆祝标志性食品品牌的强大遗产和创始人亨利 · 亨氏的持久遗产。一个多世纪以来，亨氏番茄番茄酱一直被添加到世界各地的膳食中，帮助使膳食更美味，直到最后一口。玩弄着普遍的洞察力，一个干净的盘子是一顿愉快的饭的标志, 该活动使用 “150 年清洁食品” 的标语来强调亨氏产品是如何影响各行各业和几十年来的膳食的。这项耗资 15.3 美元的运动是由大卫 · 拉萨尔和蒂伯特 · 米哈尔发起的，将推出一个 30 秒的电视广告，该广告将在英国和整个欧洲直播, 中东和非洲从 4月的第2 周开始。这部由获奖导演 Dom & Nic 拍摄的电影以来自各种文化和时代的盘子为特色，强调亨氏的番茄酱是如何经受住了时间考验的。在整个广告中，目光敏锐的观众可能会发现一些隐藏的电影参考。音乐曲目是 “我喜欢它!”，喜剧二人组迈克和伯尼 · 温特斯 20世纪60年代的新奇歌曲。这部电影得到了多个跨频道激活的支持，包括加雷斯 · 摩根拍摄的印刷和户外运动。这包括 30 多个空盘子的执行; 从 1800 的金属盘子一直到现代简单的、未装饰的盘子。此外，该活动将在社交、数字和视频点播上进行，并在伦敦南岸收购 BFI IMAX 影院。

庆祝亨氏 150 周年

案例简介：To celebrate its 150th anniversary, Heinz has launched a major new campaign across UK & Europe, Middle East & Africa. The campaign, created by BBH London, celebrates the iconic food brand’s strong heritage and the enduring legacy of its founder Henry J Heinz through spotlighting one of its most loved products - Heinz Tomato Ketchup. For over a century, Heinz Tomato Ketchup has been added to meals all over the world, helping make meals tastier until the very last bite. Playing on the universal insight that a clean plate is the sign of an enjoyable meal, the campaign uses the tagline ‘150 Years of Clean Plates’ to highlight how the Heinz product has influenced meals across so many walks of life and across so many decades. The $15.3m campaign was created by David Lasar and Thibault Michal and will launch with a 30-second TV advert that will go live in the UK and across Europe, Middle East & Africa starting from the 2nd week of April. The film, shot by award-winning directors Dom & Nic, features plates from a wide range of cultures and eras to highlight how the ketchup we all know and love from Heinz is a taste that has stood the test of time. Throughout the advert, eagle-eyed viewers may spot some hidden film references. The music track is “I Like It!”, a 1960’s novelty song by the comedy duo Mike and Bernie Winters. The film is supported by multiple cross-channel activations, including a print and OOH campaign shot by Gareth Morgan. This includes more than 30 executions of single empty plates; from the metal dishes of the 1800s right the way through to the simple, undecorated plates of the modern day. Additionally, the campaign will run on social, digital and VOD, as well as an out-of-home takeover of the BFI IMAX Cinema in London’s South Bank.