2023 Winner

With thrifting a popular pastime among young consumers, Kraft Heinz launched “Vintage Drip,” a thrifted collection of 157 unique items from dozens of luxe and streetwear brands, all ‘branded’ with Heinz Ketchup stains. Leading up to New York Fashion Week, the campaign created by Rethink launched with a social video. At the same time, pieces were worn by Gen Z streetwear icons such as Antoni Bumba, Nazjaa, Sym Clarke, Izzi Poopi and Mirian Njoh. The collection sold out, with all proceeds going to Rise Against Hunger to support global hunger relief. The campaign garnered over 1.75 billion earned impressions and mentions on
The Drew Barrymore Show and from singer SZA.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Creative Director: Zachary Bautista
Associate Creative Director : Geoff Baillie
Writer: Geoff Baillie, Aman Soin, Brendan Scullion
Sr. Art Director : Matt Dunn
Art Director : Zachary Bautista, Ashley Park, Max Bingham
Strategist: Julian Morgan
Producer: Alex Butt
Post Supervisor: Megan O’Connon, Shannon Ing
Print Producer: Agnes Gilchrist, AJ Merrick
Studio: Brad Kumar
Group Account Director: Jamie Sutherland
Account Director: Kai de Bruyn Kops, David Greisman
Account Supervisor: Emily Anzarouth
Account Manager: Rachel Cloth
Director / Photographer: Nikki Ormerod
Cinematographer: Nina Djacic
Production Co.: Undivided Creative
EP/Line Producer: Scott Houghton
Additional Photography: Nick Greaves
Editor: Tyler Erdelac
Online / VFX / Motion Graphics: Gimmick Studios
Colorist: Ismaël Ouattara, Post-Moderne
Original Music / Mix: OSO Audio
PR: Middle Child, Zeno Group
Media: Carat, Publicis 57
Printing House: TI Group
Client: Megan Lang

Middle Child
Managing Director: Sean Citringo
Vice President: Gillian DiCesare
Account Director: Emily Kett
Senior Account Manager, Digital: Bea Ticsay
Senior Account Manager: Joseph Crimi
Senior Account Executive: Patricia Gonzalez
Account Executive: Sabeeyha Bobat

Zeno Group
EVP, Head of Integrated Communications: Missy Maher
Senior Vice President: Jamie Dammrich
Account Supervisor: Isabella Sawyer
SVP, Media Strategy: Courtney Pischke
SAE, Media Relations: Veronica Smith