A giant drone delivers Reese Outrageous chocolate bars to hard-working Canadians
Working from home has become the new normal for many people this year, but recent Statistics Canada data shows that less than 40% of Canadians have a job that can be plausibly carried out from home.
While 85% of jobs in finance and insurance can be done from somewhere other than the office, for example, that number drops to 45% for real estate professionals and to less than 15% for outdoor-focused sectors like construction.
Regardless of where they work, however, the afternoon pick-me-up is a treasured ritual for Canadian workers, and Reese is committed to ensuring that people working outside the house have the same access to its Reese Outrageous bar as their WFH colleagues.
Working with its agency partner Mosaic, the Hershey brand created “The Outrageous Flying Snack Cupboard”—a replica of the snack cupboard found in homes all across Canada, except this one stuffed with Reese treats. The cupboard was then flown via a giant drone to three outrageously inconvenienced Canadians working outside their house: A construction worker, a lifeguard and real estate agent.
View The Outrageous Flying Snack Cupboard
“At Reese, we’re all about bringing people to their happy place,” said Azim Akhtar, Marketing Manager – Reese. “And with the challenge of promoting a new chocolate bar in the middle of a pandemic, we knew we had to do more than just make another ad—we wanted to do something that was truly culturally relevant.
When we thought about the reality of today’s world where many of us are working from home, we realized one of the benefits is having unlimited access to snacks and treats. But that got us thinking about the people who haven’t been able to work from home. With The Outrageous Flying Snack Cupboard, we combined a classic kitchen snack cupboard with the latest drone technology to surprise workers on location and bring their happy place to them, wherever they are. It’s a memorable act of kindness that’s as outrageous as the bar itself.”
It was the first-of-its-kind promotion for Reese’s new chocolate creation, which combines Reese’s Pieces, chocolate, peanut butter and caramel to create a mouth-watering combination.
“When Hershey came to us with this amazing opportunity, we were really excited about the chance to produce something as outrageous as the bar itself,” says Dave Thornhill, Creative Director at Mosaic North America. “So, we wanted to create something authentic—an act instead of an ad—that would be relevant in the unique cultural context we’re living in right now.”
The stunt component is being supported by a media buy from UM Canada that includes Facebook and Instagram, complemented by partnerships with publishers catering to the core A18-34 audience.
A Bold Depiction of The Immigrant Struggle and The Cost of The American Dream
Carmona Pictures, a New York-based production company, proudly announces that Chisel, the short film written and directed by Julissa Scopino, has been selected as an official entry at the 2024 Chelsea Film Festival. The film, which powerfully explores the immigrant experience, will screen at the prestigious event, held from October 16-20 at Regal Theaters Union Square in New York City. In Chisel, a jobless teenage immigrant desperately seeks employment, only to be met with cold indifference from fellow laborers on a street corner who are also desperately looking for work. Isolated and longing to fit in, he faces a moral crossroads: follow the right path or get involved in a risky opportunity that promises quick success. The film offers a raw and urgent portrayal of the immigrant struggle, addressing labor exploitation, inequality, and the harsh realities of chasing the American dream. The film's main character is portrayed by actor Nico Bustamante (Riverdale, Gotti, and Bel Canto), who brings an emotional depth and authenticity to the role, capturing the internal struggle and desperation of his character. Chisel draws its power from Scopino’s sharp directorial vision and her dedication to illuminating this untold story of the Latino labor community. Influenced by cinematic giants like Vittorio De Sica (The Bicycle Thief) and Martin Scorsese (Gangs of New York), Scopino captures the emotional and physical toll of working-class life in an unforgiving system. "This film resonates profoundly with me as I witness the pervasive struggles in our New York City streets, where individuals grapple with challenges ranging from theft and violence to homelessness and unemployment," states Scopino. "The impact of inflation has... Read More