2024 Winner

When Nike launched its Dunk Low Montreal Bagel sneaker, Kraft Heinz – knowing that bagels conjure up a corresponding image of cream cheese – responded with its own digital drop of “Philadelphia Schmear Socks.” The campaign, by Rethink, was turned around in 48 hours.

The socks came in three “flavours” (original, chive and onion and strawberry) and were packaged in the brand’s signature box. Nike also got into the spirit, posting on social media that it was the “perfect pairing,” while brands such as Lululemon also joined in with their own suggested pairings. The socks sold out and 83% of Nike Bagel Dunk stories mentioned Philly and the stunt helped increase sales by 15.3%.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Strategist: Tanvi Swar, Sarah Phillips, Tevis Spence
Art Director: Michelle Budge
Writer: Jackson Byrne, Jeremie Lachance, Marie-Hélène Lessard
Print Producer: Kate Spencer, April Haffenden
Printers: Custom Labs powered by Outway
Account Services: Jamie Sutherland, Joanna Oszczak, Monica Ha,
Catherine B. Mainville
Client: Kaitlin Kocsis, Keenan White, Anne Field
Media: Carat, Starcom
PR: Middle Child, Zeno Group

Middle Child
Sean Citrigno, Managing Director
Gillian DiCesare, Vice President
Emily Kett, Account Director
Rebecca Fuller, Associate Account Director
Bea Ticsay, Senior Account Manager, Digital
Chandler Nowak, Senior Account Manager
Stéphania Masoabo, Account Manager
Patricia Gonzalez, Senior Account Executive
Charlotte Hefner, Senior Account Executive
Sabeeyha Bobat, Account Executive

Zeno Group
Missy Maher, EVP, Head of Integrated Communications
Jamie Dammrich, Senior Vice President
Courtney Pischke, Senior Vice President, Media Strategy
Alysa Winkler, Vice President
Bethany Stokoski, Account Supervisor
Veronica Smith, Senior Account Executive, Media Relations
Morgan Miller, Senior Account Executive