Hellmann's: Food slot

March 01, 2013Filed under Media and Food
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To prove that Hellmann's goes with anything, Ogilvy Brazil created the Food Slot. In supermarkets chains, grocery stores and bars around Brazil, consumers are being invited to pull the lever of a slot machine that randomly combines different ingredients in the display. For each one of the random 280 combinations the machine gives the shoppers a collectible recipe and a hot and fresh delicious food sample made with the real mayonnaise. From Lasagna to Beef Ragout, from Wrap Ratattouile to Spicy Burritos, the most unexpected meals made with Hellmann's were included in the game "menu", to guarantee that every time the shoppers play, the experience would be different. Four months of research and development were necessary to guarantee both the perfect system and quality of the food, a mission taken by the Unilever's head chefs and the engineers and tech team of the production company, Hungry Man Projects.

Advertising Agency:Ogilvy & Mather, Sao Paulo, Brazil
Chief Creative Officer:Anselmo Ramos
Executive Creative Director:Roberto Fernandez, Paco Conde
Creative Director:Fábio Seidl
Copywriter:Marco Pupo
Art Director:Agustín Acosta
Production Company:Hungry Man Projects
Executive Producers:Alex Mehedff, Rodrigo Castello
Director:Gualter Pupo
Sound Production Company:Hilton Raw
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