
Hellmann’s - It’s Time for Real
5 months ago
We created this spot along with Sons and Daughters director Steve Gordon for the Hellmann's site eatrealeatlocal.ca/
Agency is Ogilvy, Toronto
Agency is Ogilvy, Toronto
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~Eat Local! lol
I second that. Each view of this (BTW beautifully crafted) piece of protectionism costs three farmers in Bolivia, Kenia and Indonesia a family-dinner.
Makes it harder to choose local.
vimeo.com/4002528
Now I know more about Canadian food imports and exports than about those of my own country...
Sei un Maestro!!!
What is ironic and sad here is that Hellman's is in no way local to Canada--it is imported from a large scale manufacturing facility in the US! (Yes, that's right, in the same fashion and practice that they are calling into question in this video, whereby the dollars from your Hellman's purchase go right back to the owners of Best Foods, or Unllever.
While I am in no way against big brands taking on issues--they have to--this just feels like greenwashing to me. And yes, the art is beautiful, but that shouldn't cloak the issues behind the art here. At the very least, they could direct a portion of sales to some kind of local cause, or ag fund. There isn't even a cause element here. It is just selling mayonnaise on the backs of a serious social and environmental issue. Shame on you.
Nevermind awesome art piece.
thank you.
I posted it on motiongraphics.nu