2021 Winner

Hellmann’s decided to tackle food waste via Animal Crossing, a nostalgic game that millennials had become obsessed with during lockdowns. In the game, players buy and sell turnips to increase their wealth. Unsold turnips spoil within a week, resulting in lost virtual money. So the brand and Ogilvy created “Hellmann’s Island,” which highlighted the fresh ingredients that its mayonnaise is made with, alongside tips and tricks to reduce food waste.

People could donate their spoiled turnips to the island, with the brand matching their donations with real meals to food banks. Hellmann’s surpassed its goal of 25,000 meals, donating a total of 100,000.

Credits

Christina Bauer-Plank, VP Marketing, Unilever
Gina Kiroff, Foods Marketing Director, Unilever
Kristen Denega, Sr. Brand Manager, Unilever
Amanda Gandolpho, Global Brand Manager, Unilever
Ben Graham, Brand Manager, Unilever
Brian Murray, Chief Creative Officer, Ogilvy Canada
Ian Dunlop, Copywriter, Ogilvy Canada
Philippe O'Rourke, Art Director, Ogilvy Canada
Clayton Whelan, Designer, Ogilvy Canada
Kim Sison, Animal Crossing Island Designer, Ogilvy Canada
Tom Kenny, Chief Strategy Officer, Ogilvy Canada
Tanvi Swar, Sr. Strategist, Ogilvy Canada
Stéphane Orhan, Worldwide Managing Director, Ogilvy London
Aviva Groll, Worldwide Managing Director, Ogilvy Canada
Beth Blatch, Account Director, Ogilvy Canada
Kemal Sehoglu, Account Executive, Ogilvy Canada
Rebecca Tummers, Account Coordinator, Ogilvy Canada
Eric Thompson, Head of In-House Video Production, Ogilvy Canada
Helen Androlia, Animal Crossing Consultant, Ogilvy Canada
PR and Influencer Agency, Edelman Canada