Heinz Australia seized The Drum’s Ad of the Day earlier this week with an unexpectedly emotional Pixar-like animation telling a warm story behind its new can sizes.
Y&R AKL managed to transform a simple communication about bean can packaging into something memorable with the help of production company Assembly. The Drum touched down with the creatives behind the campaign to understand the creative process behind the bold work – the agency’s first for the brand.
The three-minute video, which has been sliced into ad-friendly segments, told the story of bean-loving Geoff, a boy who eventually became head of innovation at Heinz. Along the way he developed helpful products and picked up a bean-loving family.