2019 Winner
The Hershey Company
Reese The Movie: A Movie About Reese
UM Canada & Anomaly
BronzeBest Media Insights - Best Disruption
To slow slumping sales and maintain its market position among younger snackers, Hershey came up with a marketing campaign that celebrated that tactile experience of unfurling a pack of Reese’s Peanut Butter Cups. It made an ASMR movie. A growing trend online, Autonomous Sensory Meridian Response (ASMR) videos offer viewers comforting sensory experiences best described as “the chills.” The film brought five of YouTube’s top ASMR-tists together to create a feature length film, inspired by the ways real Reese fans eat their Peanut Butter Cups. Hosted on Crave, the film was given the blockbuster launch treatment with ubiquitous OOH advertising. The film was viewed over 500,000 times, proving there’s a market for films about whisper-talkers who crinkle Reese wrappers.
Credits
The Hershey Company
Senior Director of Marketing – Jackson Hitchon
Senior Marketing Manager – Mathieu Gamache
Marketing Manager – Kaetlyn Graham
Assistant Marketing Manager – Andie Doan
UM
Senior Connection Planner, - Sarah Benzinger
Manager, Connection Planning - Andrea Neale
Senior Director, Connection Planning - Joanna Janisse
Manager, Investments - Boris Pancevic
Senior Buyer, Investments - Joaquin Naval
Reprise
Cadreon
Media Profile
Anomaly
Executive Creative Director / Partner - Pete Breton
Executive Creative Director / Partner - Dave Douglass
CEO / Partner - Franke Rodriguez
Creative Director - Jamie Marcovitch
Associate Creative Director/Writer - Marko Pandza
Associate Creative Director/Art Director - Jason Kerr
President, Managing Partner - Candace Borland
Head of Client Services - Bryden McDonald
Account Director - Erin Wilbur
Account Executive - Alexandra McCalden
Account Coordinator - Lauren Zaitz
Group Planning Director - Mahmoud El Kattan
Planner - Colin Kikcio
Head of Production - Janice Bisson
Agency Producer - Athena Kouverianos
Social Media Strategist - Stefanie Jesney
Production Business Affairs Manager - Tejaswita Desai
Production Coordinator – Kelsey Paquette
Designer - Melissa Zeta