Jimmy Dean - "Egg Hijack Case Film"

Ogilvy Chicago

Ogilvy Chicago Chicago, United States

Awards

2382

Brand: Jimmy Dean
Country: United States

Advertiser: Tyson Foods

Title	Egg Hijack Case Film
Agency	Ogilvy Chicago
Campaign	Egg Hijack
Advertiser	Tyson Foods
Brand	Jimmy Dean
Date of First Broadcast/Publication	2021 / 6
Business Sector	Food
Story	Eggs are the first thing that comes to mind when it comes to breakfast. Jimmy Dean Sausage, iconic in its own right, is not. So, we sought to do something about it. We turned every egg in existence – edible or not, fictional or real – into a coupon for Jimmy Dean. First we taught AI how to recognize an egg, requiring the scanning of 10,000 unique eggs of different shapes, sizes, textures and colors. Then we turned it into a net-new technology, which we took to Snapchat and Amazon platforms. There, anyone could scan any egg, which would be immediately detected and turned into a coupon for Jimmy Dean.
Media Type	Case Study
Length	81 seconds
Deputy Worldwide Chief Creative Officer	Joe Sciarrotta
Executive Creative Director	Isaac Pagan Munoz
Creative Director	Pat Seidel
Creative Director	Chris Rose
Creative Director	Michael Franklin
Associate Creative Director	Giovanni Muratori
Executive Design Director	Gabe Usadel
Creative Director	Olen Amelia
Design	Olen Amelia
Executive Producer	Mike Diedrich
Senior Producer	Justin Moreno
Executive Director of Digital Production	Preeti Shah
Technology	Preeti Shah
Director	Jessica Rivera
Digital Production	Jessica Rivera
Senior Editor	Christopher Mines
Group Director	Kaare Wesnaes
Creative technologist	Kaare Wesnaes
Chief Strategy Officer	Karl Turnbull
Group Planning Director	Katie Sheeran
Associate Strategy Director	Jaime Mougan
Managing Director	James Hidden
Account Director	Adam Legrand
Account Director	Jordan Hallmark
Account Executive	Maddie Savin
Media Director	Mindshare
Post Production	The Mill Chicago
Photographer	Lucas Zarebinski
Post Production	Optimus