A creative and innovative advertising campaign by Hellmann’s in collaboration with illustrator Kate Porteous, designed to raise awareness about the importance of maintaining proper refrigerator temperatures to reduce food waste. The campaign featured specially designed Hellmann’s jars with temperature-sensitive inks that visibly changed colour to indicate whether the fridge was at the correct temperature, providing a simple, intuitive visual cue to help consumers store food safely.

Beyond the jars, the campaign extended into the digital space with a series of animated social media stickers inspired by the campaign illustrations. These engaging assets encouraged online discussions about fridge safety and food waste, amplifying the campaign’s reach and impact. The campaign received significant press coverage and was nominated for a Cannes Golden Lion, highlighting its creativity, innovation, and effectiveness in addressing a socially relevant issue.

Skillset(s): Art Direction, Design, Animation, 3D Design, Retouch, Artwork