Hellmann’s (D&AD)

Campaign Activation ✴︎ Visual Identity ✴︎ Merchandise

Advertising concept for the Hellmann’s D&AD New Blood brief (2025), reintroducing the Hellmann’s 1913 blue ribbon to Gen Z and Millennials. Tapping into cultural trends such as livestreaming and fan communities, it fosters participation whilst celebrating Hellmann’s legacy and universality, positioning the brand as a must-have to elevate everyday meals.

Livestream OverlayA viral livestream challenge designed to engage Gen Z and Millennial audiences online, showcasing Hellmann’s global versatility through interactive episodes that transform regional staples into fresh, unexpected meals.

Global Pop-up Activation
A traveling pop-up featuring a spin-the-wheel activation to engage locals, driving participation and revitalizing the blue ribbon for both new and existing customers.

Physical/Digital Badges Participation in the challenge (whether online or at the pop-up), earns a Blue Ribbon badge and a place in Hellmann's Blue Crew community. Designed with Gen Z in mind, the badge blends self-expression with shareability, existing both as a wearable token, and as a digital emblem tailored for social media.

Membership Kit and Merchandise
Each Blue Ribbon Crew member receives a personalised fandom kit, complete with a physical badge and exclusive merchandise. Inspired by the 1913 ribbon, the collection features a graphic T-shirt with tieable ribbons honouring Hellmann’s heritage, and a blue ribbon pattern on the reverse that celebrates its many food pairings. The kit also contains a colour-block hoodie which integrates Gen Z humour, reinforcing Hellmann’s ability to turn the everyday into something extraordinary.

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Leeds City Museum
Fractured
Hellmann’s (D&AD)
Seven Deadly Sins
E-Bikes
WeWear
Disney+
Tribute Posters

About
Email
LinkedIn