Hershey's: Play the Kisses

Client: Hershey's
Date: Dec 2018
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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

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