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MEGAN ONG
Evidence of the Original
The Brief
Create a bold poster campaign for Hellmann’s that brings to life the idea of “the original creamy American mayonnaise,” making it feel fresh, distinctive, and memorable to urban consumers.
The Insight
The original isn’t always noticed, but its distinctive texture is what quietly sets it apart.
The Idea
Position Hellmann’s as a “wanted” original, where its unmistakable creamy texture appears as recognisable evidence across the city—turning every sighting into proof of the real thing.
Urban environments are filled with small, everyday food traces that people rarely notice. By placing Hellmann’s creamy marks within these familiar contexts, the campaign turns a believable part of daily life into a recognisable signal of the original.
OOH
AI was only used to generate images with mayonnaise stains.
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