Sidebar helps Hershey update a holiday classic


”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.



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.


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.

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

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