”Heartwarming the World”
spreads holiday joy
by allowing users
to create and share
customized versions of
“We Wish You
A Merry Christmas”
Sidebar recently kicked off a Hershey campaign that adds more cowbell to Christmas.
Created with help from Framestore and Another Country, Heartwarming the World transforms the legendary Hershey Bells TV commercial into a broadcast, digital, and social active experience.
The original spot features Hershey’s Kisses in Christmas tree formation playing “We Wish You A Merry Christmas.” Each Kiss corresponds to a specific note in the song’s arrangement, and each note rings at the proper moment when the corresponding Kiss rises and shakes like a bell. Over the course of its 30-year run, the commercial has become an undeniable holiday classic.
BELLS | HERSHEY’S KISSES COMMERCIAL
Hershey expands the joy of We Wish You A Merry Christmas by allowing people to compose and share their own variations of the traditional English carol on a Heartwarming the World microsite.
Users can create individual versions of the song using specific instruments selected from a list that includes hand bells, church bells, southern bells, doorbells, DJ horns, and of course cow bells.
HEARTWARMING THE HOLIDAYS | HERSHEY
About Sidebar
Sidebar is a division of Dentsu Aegis Network (DAN) specifically created for Hershey’s, an account it won earlier this year. DAN’s Sidebar can tap into talent from across the DAN agencies. DAN has created a similar model for cross-agency service, including The Franchise@Dentsu Aegis Network after Subway consolidated its entire marketing portfolio with DAN last year.
Credits
Hershey’s Team:
Chief Marketing Officer: Jill Baskin
Senior Director: Ian Norton
Sr. Brand Manager: Kriston Ohm
Digital Content and Strategy: Ryan Riess
Associate Brand Manager: 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
Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.
