Hershey's: Play the Kisses
- Location:
Hershey’s ‘Bells’ is almost three decades old, but every year it appears on TV, it seems just as fresh as ever. A tree-shaped arrangement of Hershey’s Kisses rings We Wish You a Merry Christmas like handbells. Simple, timeless and engaging for its 15-second run.
Now, through a ‘Heartwarming the World’ campaign, the Hershey’s brand is on a mission, melting boundaries and dissolving distances, leveraging the iconic ‘Bells’ TV commercial into an active experience via broadcast, digital and social. Instead of just watching the commercial, for the first time ever, people get the chance to play the bells themselves, share the videos, and bring some cheer to everyone in their social circles.
On Instagram Stories, people can play and hear new bell sounds associated with Kisses Chocolates – hand bells, church bells, door bells, cow bells, DJ horn, and southern bells are all choices for play. After they put together their favorite sounds, they can share the video through playthekisses.com with their friends and family and spread the holiday merriment.
Credits
Hershey’s Team:
Chief Marketing Officer: Jill Baskin
Senior Director: Ian Norton
Sr. Brand Manager: Kriston Ohm
Digital Content and Strategy: Ryan Riess
Brand Manager: Clark Boyer
Agency: Dentsu Aegis Network’s Sidebar
Executive Creative Directors: Dave Reger, Michael Straznickas
Creative Directors: Pam Mufson
Associate Creative Directors: June Lee
Senior Copywriter: Casey Stern
Senior Art Director: Stacy Randolph
Experience Designer: Sheila Schook
Designer: JoJo Uhila
Director of Content Production: Steve Ross
Producer: Christen James
Director of Digital Production: Lisa Zitella
Director of Technology: Reed Roussel
Digital Producer: Matt Swieca
Executive Music Producer: Jarrett Mason
Talent Supervisor: Jamika Logan
Director of Business Affairs: Joann Baker
Business Manager: Alica Townsend
Group Strategy Director: Anna Conroy
Senior Strategist: Lee Boshes
Strategist: Kelly Dittrich
Community Manager: Lauren Hurlburt
Director of Marketing Science: Dan O’Connell
Marketing Science Associate: Denise Nguyen
Group Managing Account Director: Betsy Ross
Account Director: Elizabeth Sandoval
Account Director: Kate Pinelli
Account Executive: Sari Bernfield
Assistant Account: Executive: Meghan Harris
Post Production: Framestore
Head of Production: Raven Sia
VFX Producer: Darci Dunnagan
Flame Artist: Jamie Beckwith
Post Production: Music Playground
Arrangers: Jeff Richardi & Jason Payne
Creative Director: James Panepinto
Chief Creative Officer: Eric Hillebrecht
Executive Producer: Eric Kaye
Post Production: Another Country
Sound Designer/Mixer - David Gerbosi
Audio Assistant - Logan Vines
Audio Producer - Louise Rider
Media agency: UM
