HELLMANN’S
SAD
FRIENDS

With their “Make Taste Not Waste” platform, Hellmann’s is on a mission to fight food waste. But not everyone would be happy if they succeeded.
Role . Art Direction and Ideation
Copy . Sebastiao Assis
The campaign was liked, feedbacked, and discussed by high-level creatives in the Ogilvy London office but was ultimately not pursued further for strategic reasons.