A Second Chance

 

As part of my Art Direction course at Escola Cuca, I embarked on an exciting challenge to create a compelling campaign for Heinz. The primary objective was to playfully explore the eternal controversy surrounding ketchup: the love/hate relationship.

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Drawing inspiration from social media comments expressing dissatisfaction with the product, I formulated a concept that engaged users by daring the brand to reconsider their stance. Introducing the concept of "Heinz: A Second Chance," I sought to ignite curiosity and intrigue among consumers.

 

Through thought-provoking visuals and  storytelling, the campaign aimed to evoke a sense of possibility and open-mindedness. By showcasing the brand's willingness to listen and adapt, I aimed to rekindle interest and reintroduce Heinz as a deserving condiment option.