2019 Winner

The Hershey Company

Oh Henry! 4:25

Anomaly

GoldTargeting

SilverBrand new!

Oh Henry! wanted to be seen as the #1 hunger bar among the younger (cannabis-consuming) generation, which it attempted to do by addressing a major pain point: the munchies.

There was no product on shelves that specifically tackled cannabis-induced hunger. So, with the help of Anomaly, the brand created a new Oh Henry! bar, specially formulated for the intense hunger that hits five minutes after 4:20. Chocolate was stripped away and peanuts added, resulting in seven grams of protein to take on the munchies.

To make the connection to cannabis clear on shelves, the team switched up the packaging colour from Oh Henry!’s yellow to a new green, while cannabis slang was also added to the package alongside the ingredients list. People could first sample Oh Henry! 4:25 bars at a branded dispensary in Toronto’s Kensington Market. Later, one million bars were rolled out across the country, along with a national campaign aimed at marijuana enthusiasts. Not surprisingly, Oh Henry! 4:25 sold out before the campaign was even done – one of the reasons it won a Gold Targeting and a Silver Brand New! at the SIA awards.

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