Call to
Good taste
While talking to hardcore gamers, we discovered that most of them don’t take breaks while playing their favorite game. We wondered what would be the only thing that would make them stand up and hit pause.
In this campaign, Heinz in collaboration with Call of Duty will make the gamer community stand up from their seats and take a break by making a scavenger hunt that won’t only reward them in real life but also in the game.
Role: Creative director | Designer | Copywriter
Team: Willian Paulino | Alida Matos
Client: Heinz
Creative process
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Hardcore gamers don’t plan to take a break while playing unless it is a break that rewards them with some sort of plus or advantage in the game.
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A break that rewards you.
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Heinz, in collaboration with Call of Duty, will invite renowned streamers to take a break while they're playing live with their followers. The invitation is extended to any regular gamer as well. The "break" prompts these guys and girls to leave their consoles and houses and go unlock one-of-a-kind "skins" and weapons that they can later use in the game. Each prize will be exclusive to the first gamer to crack the encrypted tip and then reach the actual location of the prize located in their respective cities. Think of this as an optional outdoor duty, ala "scavenger hunt", with the appetizing chance of adding fancy gadgets and flavor when coming back to play.
Each famous streamer from different cities in the world, map in hand, will document their quest live. Although, in the same way, this “scavenger hunt” will be available to ordinary players. Ultimately, whoever cracks the clue first, reaches the location, and unlocks the prize will be the first and only one to be able to use it in the game.
Weapon design
While sketching these weapons, the goal was to create a design that belong in the world of Call of Duty but at the same time were colorful and reminded the player subconsciously of Heinz products. The reason behind this is that we wanted the weapons to be recognizable by any player of COD.
Each weapon represents a Heinz product; ketchup, sweet relish, mustard, mayonnaise, and one of the world's most famous: Heinz beans. Each of these carries a unique and sophisticated color palette, very different from the ones that are in the game. If you look closely, you will notice each weapon has the iconic silhouette of Heinz. Additionally, these are designed to be more potent than any other weapon currently in the game.
Ultimately, the goal with this is to invite our gamers to take a break, and go out and explore the city. To get not only exclusive weapons for the game but also free Heinz meals, which will be delivered to their homes as they resume their gaming duties.