JOGA © 👻

Heinz
Spooky Ingredients
Soko, 2022

Since Heinz is not scary, we decided to haunt people using the most terrifying ingredients found in other ketchup brands. To do that, we crafted an animated short horror film starring those ingredients, and premièred the film in the main theaters in Brazil right before the horror movies playing on Halloween night.

The film was created in collaboration with Jun Ioneda – one of the hottest Gen-Z artists in the country – who was the director and illustrator behind it. With his help, we turned the chemical characteristics of each ingredient into a 2D character in the film, making them look as scary as possible.

Once we tricked our competition, we had treats for our fans, gifting them with movie tickets, buckets of popcorn and a limited edition of Heinz Tomato Ketchup. At the same time, influencers acted as zombies to spread the film all over social media.

credits:

executive creative director
Rafael Caldeira

creative director
André Savastano

design leaders
Saulo Monjon, Renan Monjon

art director
Gabriel Grossi

copywriters
João Barabás, André Savastano

illustrator
Jun Ioneda

3D
Leandro Beltran