Brief set by D&AD; Develop an idea that shows that Hellmann's is the G.O.A.T. In today’s highly visual, trend-driven society, Gen-Z as an audience seek brands that reflect their values of self-expression, exclusivity, an authenticity. “Hellmann’s World Tour”, a limited-edition streetwear pop-up, reimagines the brand’s role in everyday life-not just as the GOAT of condiments, but as a cultural icon. The pop-up merges fashion and food, offering limited-edition merchandise from an on-the-move merch truck. The immersive experience encourages social sharing, creating potential viral moments across various social plaforms. By aligning with Gen-Z’s passion for style, and FOMO inducing experiences, Hellmann’s elevates its relevance while celebrating its authenticity.

HCPT Group 3

11

Cheltenham, UK

Web Design, Branding & Marketing

2022