2024 Winner

With Super Bowl LVII approaching, Kraft Heinz questioned the NFL’s continued confusing use of Roman numerals while capitalizing on the fact that its ketchup goes by the easier-to-understand “Heinz 57” (after the number of varieties in the condiment).

The spot for the “Heinz LVII Meanz 57” campaign, by Rethink, showed the brand asking average people what “LVII” stood for, with many completely flummoxed or providing responses that were wildly wrong. The spot ends encouraging viewers to vote to end Roman numerals and use numbers instead. The spot was listed by some media outlets as a top Super Bowl ad, even though it wasn’t a sponsor.

Credits

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Zachary Bautista
Associate Creative Director : Geoff Baillie, Karine Doucet
Writer : Geoff Baillie, Phil Coulter, Charles Côté
Art Director : Zachary Bautista, Stefan D'Aversa
Strategist: Julian Morgan, Emma Bayfield
Producers: Nadya MacNeil, Kate Spencer
Post Supervisors: Megan O’Connor, Shannon Ing
Digital Producer: Kate Spencer
Print Producer: Kate Spencer
Studio: Brad Kumar, Justin Chan, Kostas Loukopoulos
Group Business Lead: Adam Ball
Group Account Director: Jamie Sutherland
Account Director: David Greisman, Catherine Blouin-Mainville
Account Supervisor: Jamie Flatow
Account Manager: Rachel Cloth
Director / Photographer: Tessa Greenberg
Cinematographer: Chloe Smolkin
Production Companies.: R+D Productions / MT Vernon Entertainment
EP/Line Producer: Steph Walker-Wells / Ken Franchi
Editor: Nick Greaves, R+D Post
Online / VFX / Motion Graphics: Ignacio Florez
PR: Zeno Group

Client:
Head of Brand Comms North America: Nina Patel
Director, Brand Comms: Megan Lang
Sr. Brand Manager: Jacqueline Chao
Brand Manager: Alyssa Cicero