Insight: There's a fine line between love and hate, and Hellmann's is showing that when people can't stop talking negatively about something, it's more than just dislike - It's obsession.
Idea: In our bold "Smear Campaign," we flipped the narrative by turning hate into validation-showing that when you're the G.O.A.T., even your haters can't get enough. Through clever comebacks, social engagement, and the irresistible offer of a coupon for Hellmann's mayo, we connected the dots between criticism and obsession, showing that the more they hate, the more they're proving we're on top.
Collaborated with Dylan Chumley and Raha Bakhtiari