Hellmann's:
Measure Up!
Entry for the 2018 D&AD New Blood Awards. The top 5 most wasted foods in the UK (bread, potatoes, apples, milk and leftovers) are fed up with you for not giving them the attention they deserve. In this campaign, along with the fun posters, the classic Hellmann’s jar is used as a device to address the issue of food wastage and save food.
In colaboration with: Hayden Sheppard & Ruby Joemai
Research & Ideation:
Initially, our concept was ‘stop killing food’.
Because by buying too much, food gets
wasted and thrown away. With this in mind,
and very much inspired by Cartoon Network,
I created some concept illustrations and a
style for us to work with. Though
quirky, we decided that it was a little too
controversial and didn’t make too much
sense, but we did like the style.
Outcomes:
In theme with food waste, we decided to
work with what we had. We’re transforming
the Hellmann’s jar into a measuring, cooking
and storing device by not changing much,
but by selling a concept through the
Hellmann’s label, a print campaign and
digital campaign.
Ideation:
Mainly Ruby.
Photography, labels, website:
Mainly Hayden.
Style, Illustration, Campaign:
Mainly Sharon.
