Heinz Beanz Australia launches new can sizes + heart-warming animated short film via Y&R NZ

Screen Shot 2017-09-04 at 8.21.59 am.jpgCB Exclusive - In a bold move, Kraft Heinz Australia removes iconic Heinz Beanz branding for charming new labels, launching four new can sizes. The nationwide integrated campaign has been created by Y&R New Zealand and Assembly Ltd, with music composed by Franklin Road.

The heartwarming campaign, led by an animated short film, follows 'Geoff' - the head of innovation at Heinz Beanz. It tells the story of how, across the years, Geoff's circumstances change, prompting him to create a new can size for every life stage.

VIEW THE GEOFF FILM
VIEW THE 30" GEOFF TRAILER
VIEW THE 15" ONE FOR ONE FILM
VIEW THE 15" ONE FOR TWO FILM
VIEW THE 15" ONE FOR ALL FILM
VIEW THE 15" LITTLE ONE FILM
Screen Shot 2017-09-04 at 8.17.58 am.jpgSays Josh Moore, CEO/CCO, Y&R ANZ: "Heinz Beanz is one of those classically iconic global products that only Don Draper and advertising school students get to work on. It's not the kind of brief that falls in your lap inScreen Shot 2017-09-04 at 8.14.56 am.jpg the real world. But it did and so the Y&R and Assembly teams came together and delivered Geoff, a truly beautiful piece of work that's going to sell a hell of a lot of beans."

The campaign consists of a 3-minute film for online and cinema, individual product spots for TV, digital, and point of sale. And for the first time, it also acts as the sole catalyst for re-naming the HeinzScreen Shot 2017-09-04 at 8.14.49 am.jpg Beanz product range across Australia.  

Says Tom Paine, ECD, Y&R NZ: "Launching an animated campaign which directly influences the real-world, on-shelf product is a unique, gratifying process. Hopefully the Australian public enjoy it as much as we've enjoyed making it."

Says Damon Duncan, Director at Assembly: "It was a pleasure working with the team from Y&R to create this piece. We loved bringing these characters to life and telling Geoff's story. The opportunity to tell a life story on this scale was a fun challenge and one the Assembly team relished."

Client: KraftHeinz 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

Agency: Y&R New Zealand
CCO and CEO: Josh Moore
Managing Director / Head of Planning: Jono Key
ECD: Tom Paine
Copywriter / Art Director: Ellen Fromm
Senior Account Director: Katie Loverich
Senior Account Manager: Heike Middleton
Head of Design: James Wendelborn
Head of TV / Producer: Sacha Moore, Liz Rosby

Production Company: Assembly Ltd.
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

Media Agency: Spark Foundry
Investor: Keily Brown
Digital Director: Taylor Svarc
Account Manager: Marissa Taylor
Account Coordinator: Chelsea Caddey

14 Comments

P said:

Victory. Well done.

Choice bro said:

Who'd have thought a million pack shots could be so charming. Nice work

Zzzzzz said:


Nodded off about an hour in

No Deal said:


Guys, you can't just copy a famous animation style and give it a dull product story!

Up called said:


They want their animation style back.

E said:

This is lovely work. Hats off to all involved.

yes said:

nice.

My 4 year old said:


Where's the engaging storyline??

Checkout operator said:


so many agencies forget that the purpose of advertising is still the clients product. This will work a treat. Also nice to see another kiwi agency doing big international work.

I'm sure the client loves all those pack shots... said:

it's just everyone else that find clients telling stories about the history of their product remedial and dull, no matter how much animation is tipped over it.

Craig said:

I didnt get that it was the history of the product, I thought it was all the new cans.
But maybe I'm stupid?

fdjn said:

f'ing nice work Y&r and assembly - killing it

. said:

This is all over my newsfeed. Nice work assembly. best thing out of NZ this year.

KH said:

Engaging and emotional about cans. That right there is true skill. Not for nothing is it all over everyone's newsfeed.

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