2019 Winner
The Hershey Company - Oh Henry!
Oh Henry! 4:25
Anomaly
GoldDirect - Best in Direct
GoldIntegrated Campaign
Oh Henry! had tough competition in the hunger bar category. But with the legalization of recreational marijuana came an opportunity. Stereotypes suggest cannabis smokers tend to get hungry a few minutes after they partake. And as the legend goes, many partake around 4:20 p.m., which means 4:25 is snack time. No hunger bar was positioning around cannabis. To get the word out, Hershey opened high-end branded dispensaries (often in close proximity to cannabis dispensaries), with a mobile installation brought to the Global Marijuana March in Toronto, where it handed out 15,000 bars. The one million LTO bars sold out entirely (with some popping up for resale online at three times the price) and the overall campaign earned 69 million impressions.
Agency, Anomaly
Executive Creative Directors, Pete Breton & Dave Douglass
Creative Director, Jamie Marcovitch
Copywriter, Marko Pandza
Art Director, Jason Kerr
CEO, Franke Rodriguez
Managing Director, Candace Borland
Head of Client Services, Bryden McDonald
Account Director, Daria Lysenko
Account Supervisor, Jacqueline Lam
Planner, Matt Michels & Stefanie Jesney
Agency Producer, Julie Caniglia
Designer, Timothy Chuang
Production Credits
Cinematographer, Christian Flook, Kyle Topping & Lester Millado
Production Company, Unreasonable Studios
Production Company Producer, Shane Yuhas
Camera Man, Christian Flook, Kyle Topping & Lester Millado
Editing Company, Unreasonable Studios
Editor, Angela Young
Music Artist and Title, Justin Crosby - Speak Easy (Pond 5)
Post Production Company, Unreasonable Studios
PR Agency, mint
Media Agency, UM
Client Credits
Company, The Hershey Company
Mathieu Gamache: Senior Marketing Manager
Sara Abe: Marketing Manager
Azim Akthar: Associate Marketing Manager
Rebecca Paddock: Associate Marketing Manager