The Drum Awards for Marketing EMEA - Awards Show

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By Jennifer Faull, Deputy Editor

July 21, 2014 | 2 min read

Hellmann’s has demonstrated what can be created with an empty jar in a new social campaign playing on the long running ‘Life Hacks’ trend which sees people think up simple tricks, skills or shortcuts for everyday life.

Titled ‘Hellmann’s Summer Hacks,’ the campaign has been built around short videos which show people how to turn an empty Hellmann’s jar into useful tools, like mini-barbeques or solar powered lanterns.

“Hellmann’s believes that eating outdoors, be it a BBQ or picnic in the park, is one of life’s great pleasures. There is something magical that happens when you combine friends, family, sunshine and great food,” said Ian Busch, global brand director at Unilever.

“But it can also come with its own challenges - bad weather, uninspiring food and finding the perfect outdoor location to name but a few. The campaign aims to provide fun and innovative solutions to those little challenges.

Ogilvy & Mather London developed the campaign, with Andre Laurentino, global executive creative director for Unilever at the agency, saying that the campaign was designed to evoke the same kind of feeling the brand does.

“It’s informal, inspiring and adds even more flavour to our sunny days. Life hacks meet summer parties; what a nice recipe,” he said.

The campaign is set to run on Facebook and YouTube until August in the UK, Portugal, Poland, Denmark, Sweden, Finland and Greece, with Brazil and Argentina following in September.

The UK launch was supported by a branded campaign on Buzzfeed.

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