This conceptual campaign for Hellmann’s Mayo reimagines the brand through a weird, attention-grabbing lens — crafted to stand out in a saturated market and connect more directly with Gen Z. Developed for a university and D&AD brief, the campaign focuses on a series of three posters, each with its own frame-by-frame animation and augmented reality experience, bringing the visuals to life in unexpected ways.

At the heart of the campaign is a bold idea: pairing insects with mayo. The unsettling yet humorous visuals highlight the environmental benefits of insect protein, revealing how much less land, water, and feed are required to produce the same amount of meat when compared to cows, pigs, or chickens.

This campaign aims to positions Hellmann’s as a conversation starter — not just about food, but about sustainability, curiosity, and the weird, edible future we might not be ready for… but probably should be.