Cannes Lions
WOODWORK MUSIC, Salford / HEINZ / 2019
Overview
Entries
Credits
Background
Heinz, home of the ketchup you know and love, is celebrating its 150th anniversary with the launch of our new campaign - 150 Years of Clean Plates.
Nothing shows the great taste of a meal better than an empty plate, something Heinz has been consistently helping with for more than a century. 150 Years of Clean Plates tells the story of how Tomato Ketchup, and other Heinz products, have stood the test of time. From weddings to drive-thrus, the campaign captures moments over the last century where Heinz Tomato Ketchup has made meals better.
Execution
The choice of music was always going to be an integral part of such a simple (and effective) concept and visual idea. The rhythm of the track lends itself perfectly to the type of edit the creative team was hoping to achieve - there are moments where the track marries to the spot so closely it's hard to imagine one without the other.
While the track is very obscure (it was the B-Side to a 1962 comedy single) it's extremely catchy and makes the spot memorable. The track's lyric - "I Like It" - becomes a kind of campaign slogan and the tone of the track combines a sense of childlike fun with warm nostalgia which aligns perfectly with the brand's multigenerational appeal.
The overall goal was to make the viewer smile, better still make them laugh.
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