Global Network of the Year:
Ogilvy
Finalist
Billboard
Craft - Art Direction
| Entrant: | Ogilvy Canada, Toronto |
| Brand: | Hellmann's Mayonnaise |
| Title: | "Imitation Jar" |
| Corporate Name of Client: | Hellmann's Canada |
| Client Company: | Unilever Canada, Toronto |
| Client Senior Brand Manager: | Harsh V. Pant |
| Client Associate Brand Managers: | Nicole Hutinec/Lara Wazz |
| Agency: | Ogilvy Canada, Toronto/Ogilvy Canada, Montreal |
| Agency Chief Executive Officer: | Arthur Fleischmann |
| Chief Creative Officer: | Francesco Grandi |
| Group Creative Director: | Dylan Soopramania |
| Senior Copywriter: | Andrew Erskine |
| Copywriter: | Phil Gull |
| Senior Art Director: | Emmanuel Torres |
| Art Directors: | Pedro Minari/Helen Giles |
| Agency Head of Design: | Miguel De Sousa |
| Agency Director of Integrated Production: | Alexandre Andre |
| Agency Chief Client Officer: | Chris Perron |
| Agency Chief Strategy Officer: | Jeremy Daly |
| Agency Strategy Director: | Michael Mcdonald-Beraskow |
| Agency Account Director: | Rohan Mehra |
| Lead Artist: | Bruno Miranda |
Description:
Hellmann’s isn’t just a mayonnaise brand. It’s THE mayonnaise brand. Which means when other brands want to sell mayonnaise, they copy us. In fact, over thirty brands have been selling ‘Fakeonnaise’: counterfeit mayo designed to look like Hellmann’s. Our consumers were getting fooled: buying what they thought was Hellmann’s, only to discover it was second-rate mayo. And they weren’t happy about it.
So how could we warn them and at the same time celebrate Hellmann’s iconic status? Introducing: The Imitation Jar. We created an OOH and digital campaign showing a Hellmann’s jar made from a collage of our competitors’ jars.
Proving just how shamelessly they’ve been stealing our iconic design – because they know they could never match our taste. We found a way to warn consumers about Fakeonnaise and celebrate our legendary status at the same time: all without ever showing Hellmann’s.