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The Superbowl is coming up with the roman numerals seen everywhere, and this year it's LVII. Heinz has decided to jump on this opportunity, as fans everywhere are increasingly confused by the roman numerals. So today Heinz launches 'LVII Meanz 57,' rallying viewers to drop the Roman numerals and call the Big Game what it really is: 57.
HEINZ tested people's Roman Numeral knowledge in the USA and Canada to make this film, and it's really clear that Roman numerals are so outdated, that very few people know how to read them today.
“We think numbers are easier to understand when they aren’t letters. Our hunch was that the rest of the world shared our frustration,” said Mike Dubrick, CCO of Rethink. “The people we spoke to agreed - we should just call 57, 57. And who better to lead that change than Heinz - who has been synonymous with the number 57 for over 100 years.”
Chief creative officer: Aaron Starkman
Chief strategy officer: Mike Dubrick
Creative director: Sean McDonald
Associate creative director: Zachary Bautista
Copywriter: Geoff Baillie
Art director : Phil Coulter and Zachary Bautista
Strategist: Stefan D'aversa and Julian Morgan
Producer: Emma Bayfield & Nadya Macneil