2023 Winner

Kraft Heinz tapped into the growing role thrifting plays in the lives of younger consumers while reframing the role its ketchup plays in staining clothes. “Vintage Drip,” by Rethink, was a thrifted collection of luxe and streetwear brands featuring Heinz Ketchup stains. Kraft Heinz partnered with thredUp, the world’s largest resale platform for an unauthorized brand collaboration. The collection featured 157 unique items from brands like Gucci, Yves Saint Laurent, and Nike, all dripped in Heinz. The launch video ran on OLV, and pieces from the collection were worn by streetwear
icons at New York Fashion Week.

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