Heinz are encouraging players to let their intrusive thoughts win and sabotage gameplay, providing an opportunity to enjoy refuelling before their next match.

COMPETITION BRIEF SET BY:
D&AD New Blood

COLLABORATION WITH:
Gemma Hugill 

BRIEF: 
To label Heinz as the only game worth pausing online life for. Creating a global PR-able moment in the gaming space market Heinz as irresistible.

DEMOGRAPHIC:
Gamers, streamers and the people that watch them around the world. These audiences come from a range of backgrounds; we also needed to talk to people who don’t often see themselves represented.

CONCEPT:
We know 80% of gamers eat while they game, but its almost impossible to enjoy it mid-match. Most gamers will have considered throwing the game or even turning on their teammates. Heinz are encouraging just that... to let your intrusive thoughts win.


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