2025 Advertising
Hellmann’s
Role
Concept, Art direction, Design
Team
Brie Kim
Instructor
Gio Serrano
Mayonnaise is the condiment that elevates flavor and adds richness to any dish. It has the power to transform the ordinary into something truly special, with certain meals reeling incomplete, even unrecognizable, without its creamy presence.
Insight
For centuries, blessings have been reserved for the sacred - yet here we are, with mayonnaise, a blessing that graces every meal like a touch of the divine.
Idea
“Holy Hellmann’s” is a campaign that connects the love of mayo with the worship of the Catholic Church. By using the language and imagery of Catholic tradition, Hellmann’s defies mayo as the supreme condiment.