The Drum Awards Festival - Extended Deadline

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Agency: Anomaly
Client: Reese’s
Date: Jun 2021
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There are lots of well-known rappers, but how many wrappers are instantly recognizable to consumers? That’s the basis of a bold new out-of-home campaign for Reese’s Peanut Butter Cups that eliminates the most important part of the treat, the Peanut Butter Cup.

Created by Anomaly Toronto, the campaign is built around a jumbo billboard featuring only the wrapper of a Reese’s Peanut Butter Cup, with a tiny smudge of chocolate and peanut butter stuck to the bottom.

Reese’s marketing manager, Azim Akhtar, said the online debate among Reese’s fans about whether the little bit of chocolate and peanut butter left on the wrapper after removing the Cup was good or bad confirmed that Canada’s most popular chocolate brand could create a campaign starring only the wrapper.

The campaign was inspired by a popular meme featuring NBA superstar Lebron James. During the 2020 NBA playoffs, sharp-eyed hoops fans noticed that James’ hair was thinning on top, with some saying his head looked a little like the bottom of a Reese’s Peanut Butter Cup after some of the chocolate and peanut butter gets stuck to the wrapper. James himself acknowledged the meme, posting on Instagram Stories that he used to hate when that happened to his Reese’s, but that he ate them anyway.


Brand: Reese’s Peanut Butter Cups

Client: Hershey Canada Inc.

Sr. Director of Marketing: Alexia Wharton

Sr. Marketing Manager: Mathieu Gamache

Marketing Manager: Azim Akhtar

Assistant Marketing Manager: Dulangi Kapugama

Agency: Anomaly

Executive Creative Director/Partner: Pete Breton

Associate Creative Director: Marko Pandza

Associate Creative Director: Jason Kerr

Art Director: Sasha Barkans

Writer: Cristina Pineros

President, Managing Partner: Candace Borland

Head of Client Services: Bryden McDonald

Business Director: Erin Wilbur

Account Executive: Lauren Zaitz

Account Supervisor: Carly Watson

Account Director: Rhiannon Enss

Group Planning Director: Mahmoud El Kattan

Strategy Director: Andrew Ahern

Head of Production: Marie-Pierre Toure

Agency Producer: Martina Esguerra

OOH Producers: Rob Murray, Tracy Haapamaki

Social Media Strategist: Matt Stasoff

Production Company: Trizz Studio

Directors: Oriol Puig & Laura Ibañez

Director of Photography: Nono Arruga

Executive Producer: Chris Vulpi

Head of Production: Simon Bath

Production Company Producer: Cecilia Gomez

Editorial, Post Production and VFX: Trizz Studio

Editor: Miquel Alcoriza

Colorist: Mikel Gomez

Flame Artists: Jorge Febrero, Mikel Gomez

Animator: Nacho Codinach

Music: Piece Of Me by Lady Wray

Sound Design Company: Ta2 Music

Director of Music & Voice Over: Steve Gadsden

Executive Producer/ Director of Licensing: Christine Leslie

Sound Engineer: Dave Clark