2023 Winner

In a sequel to its prior campaign, “Draw Ketchup,” Kraft Heinz enlisted the use of machines instead of humans to create “Ketchup A.I.,” a campaign using the most advanced AI image generator to create visuals of ketchup – which always resembled bottles of Heinz. The campaign, by Rethink, asked consumers to suggest mashup image prompts and used the results to create the first-ever campaign with visuals generated by AI and co- authored by fans. The images – both weird and wonderful – were featured on social, in a long-format video, at an art gallery both in the metaverse and in real life, on a special run of custom bottles, in print and OOH. The campaign generated major media coverage and over 1.15 billion earned impressions from around the world. The 18 OOH boards delivered over 55 million impressions. The social engagement rate was 38% higher than benchmarks, and brands such as Ducati and Sportsnet even suggested image mashups.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Creative Director: Xavier Blais, Zachary Bautista
Associate Creative Director : Geoff Baillie
Writer: Geoff Baillie, Xavier Blais, Aman Soin
Art Director : Zachary Bautista
Interactive Designer: Alex Fleming
Strategist: Julian Morgan
Producer: Alex Butt, Steph Walker-Wells
Post Supervisor: Megan O'Connor, Shannon Ing
Digital Producer: Sheldon Sam
Print Producer: AJ Merrick
Studio: Brad Kumar
Group Account Director: Jamie Sutherland
Account Director: David Greisman
Account Manager: Ashlynn Labinaz
Editor: Tyler Erdelac, Anna Vershinina
Video VFX: Dustin Gamble, Jean-Nicolas Duval
Client: Megan Lang
PR: Middle Child, Zeno
Media: Carat, P57