2019 Winner
The Hershey Company
Oh Henry! 4:25
Anomaly
GoldAToMiC Idea
GoldBest Experiential Engagement
Oh Henry! broke through by concocting entirely-new chocolate that appeals to Canadians with the munchies, while Snickers repackaged already-existing bars with a (creepy) personal touch.
Looking to reach a younger generation, both brands fought for the title of Canada's “hunger bar” through millennial pastimes, like smoking cannabis or watching basketball.
There was no bar on shelves that specifically addressed cannabis-induced hunger. So, naturally, Oh Henry! created a chocolate formulated to feed the intense hunger that typically hits five minutes after 4:20. It called the bar, Oh Henry! 4:25.
Packaging was changed from the brand’s trademark yellow to a new green with the help of Anomaly. Cannabis slang was also added to the packaging and to launch the bar ahead of its national rollout, the brand gave out samples at a branded dispensary in Toronto’s Kensington Market. One million bars sold out across Canada before the campaign even came to a close.
Credits
Agency Credits
Agency: Anomaly
Executive Creative Directors: Pete Breton & Dave Douglass
Creative Director: Jamie Marcovitch
Copywriter: Marko Pandza
Art Director: Jason Kerr
CEO: Franke Rodriguez
Managing Director: Candace Borland
Head of Client Services: Bryden McDonald
Account Director: Daria Lysenko
Account Supervisor: Jacqueline Lam
Planner: Matt Michels
Director of Social Media: Jennifer Stack
Social Media Manager: Stefanie Jesney
Agency Producer: Julie Caniglia
Designer: Timothy Chuang
Production Credits
Cinematographer: Christian Flook, Kyle Topping, Lester Millado
Production Company: Unreasonable Studios
Production Company Producer: Shane Yuhas & Adam Reid
Camera Man: Christian Flook, Kyle Topping, Lester Millado
Editing Company: Unreasonable Studios
Editor: Angela Young
Music Artist and Title: Justin Crosby - Speak Easy (Pond 5)
Post Production Company: Unreasonable Studios
Client Credits
Company: The Hershey Company
Mathieu Gamache: Senior Marketing Manager
Sara Abe: Marketing Manager
Azim Akthar: Associate Marketing Manager
PR Agency: mint
XM Agency: mint
Media Agency: UM Canada