Microsite design - Free the 57
Fifty seven varieties of sauce? Who knew? Neither did we until we started working on the Heinz concept creative.
Demos were in high demand for sales pitches, knowing that we were lacking in a strong food verticals I decided to make this an in-house concept project to be worked on during our rare moments of creative downtime. I felt that we needed a job that could showcase our concepting/brand campaign idea skills and at the same time further strengthen the design department creative portfolio.
Heinz was chosen as the brand to create a campaign for, the idea was to show that Heinz were more than just ketchup and mayonise. The strapline "Free the fifty seven" was a riff on social comments about contentiously imprisoned groups like The Birmingham Six, as well as an excuse as to why the other sauces were lesser known - they were locked up for being too tasty. We thought up a fun Twitter idea to get the "conversation" started with users tweeting in their suggestions of why the sauces were locked up.
We chose Flash for creative execution due to time constraints and focused on making the unit look as slick and smooth as possible (HTML4 at the time did not deliver animation quality of the same level). All in all the concept, design and build took about 2 weeks over a course of a month the design has stood the test of time (except for being created in Flash) and was used it to this day to pitch with.
Flash microsite experience | Video link
Technologies used: Adobe Photoshop, Adobe Flash, AS3, Greensock.
Design team lead: Ka-Mei Cheung
Design and build (Flash): Owen Davies
Microsite design screenshots
