Heinz: Geoff The Film
Kraft Heinz Australia
Issue 45 | December 2017
Agency
Y&R NZ
Creative Team
CCO and CEO: Josh Moore Managing Director, Head of Planning: Jono Key ECD: Tom Paine Copywriter, Art Director: Ellen Fromm Head of Design: James Wendelborn Senior Account Director: Katie Loverich Senior Account Manager: Heike Middleton Agency Head of TV, Producer: Sacha Moore/Liz Rosby
Production Team
Production Company: Assembly Director: Damon Duncan Technical Director: Rhys Dippie Executive Producer: Amanda Chambers Lead Designer, Character Design: Josh Fourt-Wells 3D Artists: Geoff Kirk Smith Katie Naeher Craig Speakman Craig Baxter Alex McLeod Damon Duncan Rhys Dippie Josh Fourt-Wells Marcos Godoy Anastasia Fileva Andrii Kryvuila Gustavo Soares Alex Scollay Patrick Blades Environmental Design: Scotty Wilson Compositing: Rhys Dippie Grade: Pete Ritchie Sound: Franklin Road Music Composed By: Mahuia Bridgeman Cooper Sound Design: Shane Tapari Executive Music & Sound Producer: Jonathan Mihaljevich
Other Credits
Client: Kraft Heinz Australia Chief Marketing Officer AMEA: Rodrigo Wickbold Chief Marketing Officer: Shalabh Atray Category Marketing Manager - Quick Serve Meals: Arjun Tomar Marketing Director: Mughees Abid Brand Manager: Olivia Plymin
Date
September 2017
Background
Late last year, the team at Heinz briefed the agency to launch a range of new Beanz can sizes (130g, 220g, 300g, 555g) to the Australian market. Communicating in grams is very functional and lacks a human connection, so the idea was to redesign the on-shelf labels to include more colloquial, approachable language (The One for One, The One for Two, The One for All, The Little One). Then a story was written of how these new can sizes came about. Geoff was born.
Idea
Heinz Beanz is one of Australia’s most loved brands, so the challenge was to create an equally iconic piece of work; a story that would connect with the Australian public and reinforce the product as a pantry staple. The heart-warming campaign, led by an animated short film, ‘Geoff’, followed the life of the Head of Innovation at Heinz Beanz. It told the story of how, across the years, Geoff’s circumstances changed, prompting him to create a new can size for every life stage. The charming characters and an endearing story engaged consumers, changing the way they perceived can sizes.
Results
While they’re yet to receive official sales results, early reports indicated Kraft Heinz were heading for one of their most successful product launches in Australia. Within a week of launching online, the film received over 5 million views. This is without any paid social activity. The Australian audience could see the work in over 40,000 across the country and on TV, most notably during the 2017 AFL Grand Final where over 3 million tuned in. Aussies could also turn themselves into ‘Geoff’ through a branded Snap Lens, which had more than 3.5 million plays, more than double the average.