Project pulse
Wear your sauce with pride.
Fronted by NRL superstar Kalyn Ponga, who swaps his boots for bow ties in a high-fashion shoot that blends elegance with irreverence. The campaign unveils the BYO Bow, the world's first mayonnaise-dispensing bow tie, helping Aussies wear their sauce obsession with pride. This film is the campaign’s case study, wrapping the stunt and its results into one piece.
Turn Hellmann's fans' sauce obsession into a campaign worth talking about.
Cut a high-fashion, tongue-in-cheek film around Kalyn Ponga, balancing elegance with irreverence.
The BYO Bow: a playful hero product that lets Aussies wear their sauce obsession with pride.
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Video pieces
Film 01
