Kraft Heinz Australia has launched four new can sizes – and created new labels. All the creative is out of New Zealand, via Auckland-based video producer Assembly Ltd, with music composed by Franklin Road Auckland.
The campaign is led by a three-minute animated short film, with five cutdowns – 4 x 15secs, and 1 x 30sec
Y&R ANZ CEO/CCO Josh Moore told Campaign Brief Australia: “Heinz Beanz is one of those classically iconic global products that only Don Draper and advertising school students get to work on.
“It’s not the kind of brief that falls in your lap in the real world. But it did and so the Y&R and Assembly teams came together and delivered a truly beautiful piece of work that’s going to sell a hell of a lot of beans.”
“It’s not the kind of brief that falls in your lap in the real world. But the Y&R and Assembly teams delivered a truly beautiful piece of work that’s going to sell a hell of a lot of beans.”
The campaign consists of a three-minute film for online and cinema, individual product spots for TV, digital, and point of sale. And for the first time, it also acts as the sole catalyst for re-naming the Heinz Beanz product range across Australia.
Y&R NZ ECD Tom Paine said: “Launching an animated campaign which directly influences the real-world, on-shelf product is a unique, gratifying process. Hopefully the Australian public enjoy it as much as we’ve enjoyed making it.”
Assembly director Damon Duncan said: “It was a pleasure working with the team from Y&R to create this piece. We loved bringing these characters to life. The opportunity to tell a life story on this scale was a fun challenge and one the Assembly team relished.”
In New Zealand?
The Heinz company has not made its intentions clear about its plans for NZ – but it’s inevitable that the product and new designs will soon appear on this side of the Tasman.
CREDITS
Client: Kraft Heinz Australia
Chief Marketing Officer AMEA: Rodrigo Wickbold
Chief Marketing Officer: Shalabh Atray
Category Marketing Manager – Quick Serve Meals: Arjun Tomar
Marketing Director: Mughees Abid
Brand Manager: Olivia Plymin
Agency: Y&R New Zealand
CCO and CEO: Josh Moore
Managing Director / Head of Planning: Jono Key
ECD: Tom Paine
Copywriter / Art Director: Ellen Fromm
Senior Account Director: Katie Loverich
Senior Account Manager: Heike Middleton
Head of Design: James Wendelborn
Head of TV / Producer: Sacha Moore, Liz Rosby
Production Company: Assembly Ltd.
Director: Damon Duncan
Technical Director: Rhys Dippie
Executive Producer: Amanda Chambers
Lead Designer / Character Design: Josh Fourt-Wells
3D Artists: Geoff Kirk Smith, Katie Naeher, Craig Speakman, Craig Baxter, Alex McLeod, Damon Duncan, Rhys Dippie, Josh Fourt-Wells, Marcos Godoy, Anastasia Fileva, Andrii Kryvuila, Gustavo Soares, Alex Scollay, Patrick Blades
Environmental Design: Scotty Wilson
Compositing: Rhys Dippie
Grade: Pete Ritchie
Sound: Franklin Road
Music Composer: Mahuia Bridgeman Cooper
Sound Design: Shane Tapari
Executive Music & Sound Producer; Jonathan Mihaljevich
Media Agency: Spark Foundry
Investor: Keily Brown
Digital Director: Taylor Svarc
Account Manager: Marissa Taylor
Account Coordinator: Chelsea Caddey
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