Grow Your
Own ketchup

2023 Advertising
Brand
Heinz 

Role
Concept, Art Direction

Instructor
Ryan PaulsonBackground
Heinz asked how to become the irresistible brand of choice for gamers to pause, relax, and recharge during the universal gaming moments they share, in the 2023 D&AD brief.

Insight
Gamers like to take a break with a win—it's the perfect time to make Heinz irresistible. They prefer not to pause playing unless they feel a real sense of achievement, like leveling up or winning a game.

Idea
Heinz will build a virtual Heinz farm in Minecraft. Gamers can grow their own tomatoes in Minecraft, and turn them in for rewards offline: a win, and a break.




Jungmin Kim


Jungmin is a Junior Art Director at Mojo Supermarket based in New York. She's a multicultural and visual thinker and problem solver. She just graduated from the School of Visual Arts, majoring in BFA advertising. 

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