2020 Winner

CASE SUMMARY

To slow slumping sales and maintain its market position among younger snackers, Hershey came up with a marketing campaign that celebrated that tactile experience of unfurling a pack of Reese’s Peanut Butter Cups. It made an ASMR movie. Autonomous Sensory Meridian Response (ASMR) videos offer viewers comforting sensory experiences best described as “the chills.” The film brought five of YouTube’s top ASMR-tists together to create a feature length film, inspired by the ways real Reese fans eat their Peanut Butter Cups. The film was viewed over 500,000 times, proving there’s a market for films about whispertalkers who crinkle Reese wrappers.

Credits

Agency: Anomaly
Agency Network: MDC Partners
Holding Company: MDC Partners
Executive Creative Director: Pete Breton
Executive Creative Director: Dave Douglass
CEO: Franke Rodriguez
Creative Director: Jamie Marcovitch
Associate Creative Director/Writer: Marko Pandza
Associate Creative Director/Art Director: Jason Kerr
President/Managing Partner: Candace Borland
Head of Client Services: Bryden McDonald
Business Director: Erin Wilbur
Account Executive: Alexandra McCalden
Account Coordinator: Lauren Zaitz
Group Planning Director: Mahmoud El Kattan
Planner: Colin Kikcio
Head of Production: Janice Bisson
Agency Producer: Athena Kouverianos
OOH Producer: Tracy Haapamaki
Digital Producer: Danielle Zhang
Social Media Strategist: Stefanie Jesney
Production Business Affairs Manager: Tejaswita Desai
Designer: Melissa Zeta

Production Company: Common Good
Director: Jamie Webster
Executive Producer: Dwight Phipps
Production Company Producer: Julian Nieva
Director of Photography: André Turpin


Editing Company: Common Good
Editor: Red Barbaza

Transfer Company: Art Jail
Supervising Colourist: Clinton Hamouth
Online Company: Art Jail
Flame Artist: Steve Mottershead
Flame Artist: Andres Kirejew
Sound Design Company: Grayson Matthews Audio Design
Director of Music & Voice Over: Mark Domitric
Sound Engineer: Brian Bernard

Visual Effects Company: Common Good
Visual Effects Supervisor: Alex Avra
Visual Effects Lead: Colin Cunningham

Production of co-branded spots: Bell Media

PR Agency: Media Profile

Media Agency: UM

Client: Hershey Canada
Senior Marketing Manager: Mathieu Gamache
Senior Director of Marketing: Jackson Hitchon
Senior Marketing Manager: Kaetlyn Graham
Associate Marketing Manager: Andie Doan