the background: Coming off the heels of the wildly successful #Strangewich first half campaign - where Hellmann's inspired fans to unleash their strangest albeit delicious sandwiches - the brand didn't want to lose steam. The wanted to KEEP the #Strangewich train going...in a new and different way.
the ask: Develop a back half #Strangewich campaign (twitter, snapchat, digital and pr) grounded in our totally objectively favorite pastime: tailgating.
the idea: When it comes to tailgating, things get strange because there are no rules. Seriously. You can do (or eat) whatever you want. Which is why we're creating a few #Strangewich rules that are penalties on the field but ones you'll want to incur at your next tailgate. Take, for example, the Offsides...for those of you who prefer your side of fries IN your #Strangewich instead of next to it.
We'll inspire consumers to break the rules and create new, strange sandwich occasions with the delicious taste of Hellmann’s.
my role: concept and pitch the campaign, concept social and snapchat creative, pre/post production, copy for all assets.
Every #tailgate #Strangewich NEEDS @Hellmanns + sriracha. Keep a 🍺 nearby.