Heinz launches cinema ad campaign that is ‘interrupted by a movie'
The first half will tease before the movie begins, but to catch the whole spot, viewers will have to wait till after the end credits roll. Only those patient enough to stay until the very end will unlock limited-edition Heinz merch and exclusive discount deals as part of the campaign.
'You've got to really love something to wait for it – whether it's the final scene after the credits, or that glorious, gravity-defying pour of Heinz,' said Passant El-Ghannam, Marketing Director MEA, Heinz Arabia.
The campaign was creatively developed in partnership with FP7 McCann Dubai, MCN and Big Kahuna Films.
Federico Fanti, Chief Creative Officer, FP7 McCann Dubai said: 'Post-credit scenes have become a cultural phenomenon between filmmakers and audiences, a reward for those who wait. We saw a perfect parallel with Heinz, a brand that has always turned waiting into an experience, in a way that only Heinz can.'
'It's irrational. It's rich. It's Heinz. And that's what this campaign is all about. In a world of skips and scrolls, Heinz is a reminder that some things like great ketchup and great scenes are worth the wait,' El-Ghannam said, explaining the ideation behind the campaign.
Post Post-Credits by Heinz will run at Dubai Mall's Reel Cinemas during the showings of A Working Man on 9 April and Mickey 17 and The Amateur on 10 April and 11 April.
Credits:
Brand – Kraft Heinz
Passant El-Ghannam, Marketing Director MEA
Marketing Director MEA Samar Hasanin, Regional Senior Category Manager
Regional Senior Category Manager Lobna Saad, Head of Brand Build MEA
Head of Brand Build MEA Ilya Myskin, Brand Manager
Creative – FP7 McCann Dubai
Federico Fanti, Chief Creative Officer
Chief Creative Officer Nayaab Rais, Executive Creative Officer
Executive Creative Officer Paulo Engler, Senior Creative Director & Head of Art
Senior Creative Director & Head of Art Jonathan Cruz, Creative Director
Creative Director Liam Galt, Associate Creative Director
Associate Creative Director Rob Hall, Associate Creative Director
Associate Creative Director Diego Fernandez-Cid, Senior Copywriter
Senior Copywriter Roy Sebastian, Senior Art Director
Creative Excellence – McCann Worldgroup & MCN
Javier Campopiano, Global CCO, McCann Worldgroup
Global CCO, McCann Worldgroup Adrian Botan, Global ECD & CCO Europe, McCann Worldgroup
Global ECD & CCO Europe, McCann Worldgroup Carmem Bistrian, Global Product Excellence Director, McCann Worldgroup
Global Product Excellence Director, McCann Worldgroup Lara De Souza, Creative Excellence Senior Manager, MCN
Production – FP7 McCann Dubai & Big Kahuna Films
Kaue Akimoto, Motion Designer, FP7 McCann Dubai
Motion Designer, FP7 McCann Dubai Murilo DePaula, Video Editor, FP7 McCann Dubai
Video Editor, FP7 McCann Dubai Jessica Younes, Senior Producer, FP7 McCann Dubai
Senior Producer, FP7 McCann Dubai Amin Soltani, Director, FP7 McCann Dubai
Director, FP7 McCann Dubai Eddy Rizk, CEO, Big Kahuna Films
CEO, Big Kahuna Films Zaid Mohammad, Editor, Big Kahuna Films
Editor, Big Kahuna Films Belal Hibri, Grading, Big Kahuna Films
Account Management – FP7 McCann Dubai
Tarek Ali Ahmad, Managing Director
Managing Director Sana Omran, Head of Business Leadership
Head of Business Leadership Amr Lotfy, Account Director
Account Director Maryam Aqueel, Account Manager
Account Manager Fernanda Stein, Social Media Manager
Public Relations & Communications – Current Global MENAT
Peter Jacob, Managing Director
Managing Director Jude Lahham, Account Director
Account Director Riya Awtaney, Account Manager
Account Manager May Hajouj, Senior Associate
Senior Associate Aastha Chaurasia, Associate
Associate Umar Gulamnabi, Junior Associate
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