D&AD New Blood Awards 2025 — Hellmann’s Brief

This campaign was created as part of the D&AD New Blood Awards 2025,
an international competition that invites emerging creatives to respond to real-world briefs set by major global brands. For this brief, Hellmann’s challenged participants
to reaffirm its position as the world’s number one mayonnaise while increasing
its relevance among younger audiences, particularly Millennials and Gen Z.

My campaign “GOAT for the GOAT!” is based on the idea that even the greatest
of all time (GOATs) have to make choices in their daily lives. And sometimes, nothing
is more important than enjoying a sandwich with Hellmann’s – not even a helmet before a race, a ball in a decisive moment, or an audience waiting for a performance to begin. This unexpected contrast between the extraordinary and the simple adds humour and exaggeration, making Hellmann’s not only irresistible but the true choice of the GOATs.

The campaign positions Hellmann’s as the ultimate choice for legendary athletes, musicians and professionals, showing them putting aside even their most essential tools to savour a sandwich. Through humour and surprising scenarios, the campaign refreshes the brand’s connection with younger audiences, making Hellmann’s feel fresh, relevant and unmissable. It lives across digital platforms such as TikTok and Instagram, as well as in offline media, embracing a lively, dynamic and playful tone.