Wienners For Everyone

Client: Kraft Heinz, Oscar Mayer

The sad truth: generally, life is a lot easier if you have a wiener.

The Task

Take the Academy Awards, for example. You’re a lot more likely to win an Oscar if you have a wiener. And frankly, we’re tired of all the wieners.

The Idea

So this year, we took Keep it Oscar to The Oscars to shed light on the issue that has constantly surrounded this prestigious award show.

To do so, we created a tactical OOH in three prominent placements around the venue to hijack a notoriously wiener-centric event. Using true statistics, we highlighted the advantages of having a wiener at the Oscars while driving consumers to @OscarMayer to see the company’s commitment to making change in this arena. The visual approach, brought to us by the lovely artist/animator Leanne Rule, shows a wiener on the director’s chair, and then we see a hand push it over. Not sorry.

On the ground, our esteemed and fearless frank operators drove two of our Wienermobiles around LA days leading up to and on the night of the Oscars. They helped showcase our message while grilling the Oscars at the same time.

We leveraged our social channels to announce our commitment and action plan in addressing gender inequality in film. We used Twitter to showcase the KIO persona and voice while interacting, informing, and engaging with the following base in real time during the Oscars.

See how they’re making change @OscarMayer.

Campaign US — 02.24.2024
Oscar Mayer uses wiener jokes to highlight gender bias at the Oscars
The Drum — 03.23.2022
Oscar Mayer roasts wiener wins in new Oscars gender equality campaign

Next Projects

Kraft Heinz, Oscar Mayer
Meatifying Beauty
As a nod to what has made Oscar Mayer iconic, we worked with the brand to release the real deal: a bologna-inspired face mask that rejuvenates your skin while recapturing that…
See project
Kraft Heinz, Velveeta
Foodie Call
Velveeta turns booty calls into delicious foodie calls.
See project