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Heinz spills the beans on how its emotional Pixar-inspired animation came to life

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Steven Cusick
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Y AKL managed to transform a simple communication about bean can packaging into something memorable with the help of production company Assembly.

The Drum touched down with the creatives behind the campaign to understand the creative process behind the bold work - the agency’s first for the brand.

The three-minute video, which has been sliced into ad-friendly segments, told the story of bean-loving Geoff, a boy who eventually became head of innovation at Heinz.

Along the way he developed helpful products and picked up a bean-loving family.

Creatives Ellen Fromm and Tom Paine worked on the campaign.

As such the work has already gained widespread recognition, with write-ups in global publications and tens of thousands of views on YouTube at the time of publication.

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Steven Cusick
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