Heinz “Pass The Heinz” – HeinzLabel
All a great idea needs is to convince someone. And the right moment. The concept, the simple call to “Pass the Heinz”, was first pitched by Don Draper in a fictional 1963 episode of Mad Men. It didn’t get picked up then, but 54 years later, the smart team at DAVID agency decided to execute it in real life for its famous ads. The concept works because of its striking simplicity, by placing the phrase “Pass the Heinz,” rendered in their Heinzlabel custom type, to signify the missing ingredient, their ketchup.
The campaign’s viral nature stemmed from this clever tie-in to the TV show and its clean, direct approach, ultimately earning two Cannes Golden Lions in 2018. It just goes to show that great strategy combined with smart design, even if it’s…
Heinz “Pass The Heinz” – HeinzLabel
All a great idea needs is to convince someone. And the right moment. The concept, the simple call to “Pass the Heinz”, was first pitched by Don Draper in a fictional 1963 episode of Mad Men. It didn’t get picked up then, but 54 years later, the smart team at DAVID agency decided to execute it in real life for its famous ads. The concept works because of its striking simplicity, by placing the phrase “Pass the Heinz,” rendered in their Heinzlabel custom type, to signify the missing ingredient, their ketchup.
The campaign’s viral nature stemmed from this clever tie-in to the TV show and its clean, direct approach, ultimately earning two Cannes Golden Lions in 2018. It just goes to show that great strategy combined with smart design, even if it’s born for fiction, can truly make an idea a masterpiece.
Agency: DAVID / Miami
Typeface: Heinzlabel
Credits: Tony Kalathara, Russell Dobson (Creative Directors), Carlos Lange (Designer), Matthew Weiner, Erin Levy, Juan Javier Peña Plaza (Writers).