Heinzsight
SELF-INITIATED PROJECT
Turning plain meals and mealtime regret into a captivating brand moment.
After a hard day's work, your dinner is plated and your hunger is real, but the table is incomplete. It is not just a grocery oversight; looking down at your plate is a moment of crystal clear clarity where you realise the pièce de résistance is missing, and only Heinz could have saved the dinner.
How do we use this lens of regret to turn an empty space on the table into a compelling ad campaign for Heinz? By twisting the iconic slogan to focus on a bland meal, the campaign contrasts reality with what could and should have been. Through the visual lens of Heinzsight – which cleverly transforms the iconic curve of the logo into an eye – we capture the consumer's attention at the exact point of regret, offering a gentle reminder that it always should have been Heinz.
SKILLSET
Creative / Art Direction / Campaign / Copywriting / Photography
