A fun global campaign we created for Philips Sensotouch 3D shavers. My role was Creative Director.
Film
Hellmann's Real Food Movement
This is a 3 minute mini-documentary we created to examine and debate the Canadian food system. It formed the cornerstone of the 2009 - 2011 Hellmann's campaign, Eat Real, Eat Local.
Hellmann's in Canada is made with canola oil from the Prairies and Canadian eggs, so locally sourced ingredients are a part of the DNA of the product. After the Urban Gardens project in 2007, Hellmann's wanted to take the Real Food Movement national. Championing local foods (Canadian, not 100 mile) became a focus point to try and help Canadian's eat more real foods.
The campaign was launched in May 2009 and has already exceeded the 18 million media impressions target in August, with over 100,000 pledges by Canadians to Eat Real on www.EatRealEatLocal.ca. The documentary has been watched over 100,000 times and has sparked both massive debate in traditional media and social media. Hellmann's gained over 680% in Share of Digital Voice in May and has enjoyed 85% positive chatter.
The biggest fans of the film have been Canadian farmers apparently.
The campaign elements include: TV, Film, Website, Instore, PR & Social Media.
Check out the press/blog/social clippings at Delicious: Click Here.
Awards:
Digital Marketing Awards
Silver for Online Video
Craft Award for Design
2011 Cassies
Gold for Best Integrated
Gold for Sustained Growth
Grand Prix
PS. Over the three years of the case Hellman's REAL mayonnaise volume grew by 14%, and market share increased from 25% to 29.3% - overtaking market leader Kraft Miracle Whip. These are the best results the brand has ever achieved.
Shreddies Combo Pack
In part 2 of the Diamond Shreddies campaign we responded to the public in the only way Kraft knows how.
Awards:
Cannes Bronze Campaign Film Lion
London International Film/Digital Bronze
Over the months that Diamond Shreddies ran in Canada hundreds of people phoned the helpline to complain or joke with us. Below are the pick of the bunch.
Diamond Shreddies
In 2008 we gave the humble square Shreddies cereal an angular upgrade, and created Diamond Shreddies. Which everyone agrees is much, much better. Watch the case study video for the quick overview and I've included some of the campaign elements for your enjoyment.
Awards:
Clios
Grand Clio
Clio Gold
D&AD in the book
One Show Bronze Pencil
London International Gold
Applied Arts Annual
CMA Gold
The Cassies
Grand Prix
2 Golds
Cannes
Shortlist Titanium & Integrated Lions
This campaign has also popped up in books, textbooks and TED talks, not always accurately, but everyone gets their tale to tell ;-)
TV - 30" & 15"
Web Films - These are real people who thought they were at real focus groups.
You can see the public's outcry on YouTube here (and yes, people are shocked at seeing a billboard).