2019 Winner
The Hershey Company
Reese’s Pieces Peanut Extraterrestrial Sampling
UM Canada & Anomaly
BronzeBest Use of Media - Best in Experiential/Special Event/Stunts - Budget Over $100,000
It was 37 years ago when everyone’s favourite extraterrestrial fell in love with Reese’s Pieces. Within two weeks of the release of E.T., The Extraterrestrial, sales of the candy had increased by 300%. So when the brand launched Reese’s Pieces Peanut, it set out to engage its most famous brand ambassador... in space. Working with an aerospace firm, Reese designed a high-altitude balloon that could soar into the stratosphere to offer E.T. a free sample. Without an official association, all reference to E.T. was inferred but the enduring association made it easy to connect the dots. The activation helped sales soar by almost 300%, and a mysterious signal detected by Canadian astronauts – a coincidental video glitch, which the brand used in its messaging – helped drum up attention from the media, with 147 stories earning 96 million impressions.
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
Reprise
Media Profile
Anomaly
Executive Creative Director / Partner - Pete Breton, Dave Douglass
CEO / Partner - Franke Rodriguez
Creative Director - Jamie Marcovitch
Art Director - Jose Rivas
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
Agency Producer - Erin Reynolds
Social Media Strategist - Stefanie Jesney
Designer - Pawel Rokicki
Designer - Lucas Young