Heinz Hot Ketchup Campaign (2020)
Ten years after first designing an advertising campaign for Heinz Hot Ketchup for an academic assignment at IED Milan (Art Direction), I've decided to review it to challenge myself and see what approach I would take today and also to showcase the growth in my process and creativity.
The concept was to highlight the spiciness of Heinz Hot Ketchup and I chose to do so by showing the aftermath of what happens when someone grabs it. The tagline "Can you handle it?", playfully spelled out with ketchup, is a pun on the ability to hold the ketchup bottle in your hands and to be able to withstand its hotness.
The artwork is designed to work either on a double or single page, since the descriptive elements, crucial to the storytelling, are on the right portion.
Heinz Hot Ketchup Campaign (2010)
This is the campaign I designed in 2010 while studying Art Direction at IED Milan. Next to it, a draft I made before deciding to completely revisit the concept behind the campaign, which at the time was aimed to suggest that the ketchup was so hot that it ended up burning the page where its advertisement was hosted.
