2023 Winner

Kraft Heinz’s “Ketchup A.I.,” by Rethink, was the first campaign with visuals generated entirely by AI. When Heinz prompted an advanced AI image generator to create an image of what “ketchup” looked like, it generated a ketchup bottle that resembled Heinz’s bottle. People were asked to suggest Heinz mashup image prompts on social media, which were then turned into visuals by AI. The images were featured in social media, on OOH boards and at art galleries in the metaverse and in real life. A run of special edition bottles featured the label replaced with AI images.

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