Imitation Jar

Art Direction for Static Ads - Single

2024

Ogilvy Canada, Toronto, ON
w: ogilvy.com

Chief Creative Officer: Francesco Grandi Group Creative Director: Dylan Soopramania Design Director: Miguel De Sousa Copywriter: Andrew Erskine, Phil Gull Art Director: Emmanuel Torres, Pedro Minari, Helen Giles Clinet: Hellmann's

Hellmann's isn't just mayo. It's THE mayo. It's why other brands shamelessly copy us. In fact, over 30 brands have been designed to look like Hellmann's.? So how could we warn our fans and at the same time celebrate Hellmann's iconic status? Introducing: The Imitation Jar. An OOH and digital campaign showing a Hellmann's jar made entirely from a collage of our competitors' jars. An ad that shows Hellmann's is the one real mayo – without ever even showing Hellmann's.