KatKen Zone Out

Getting people to care about mayonnaise is hard. Getting the whole country to talk about it is harder. To launch Hellmann's "Forget the Rest" platform in Greece, we orchestrated what looked like an unscripted moment on the country's most-watched morning show: host Katerina Kainourgiou appeared to zone out live on air, visibly distracted mid-broadcast. The clip spread instantly three days of online speculation, TV commentary and national debate about what had actually happened. Then Kainourgiou herself revealed the answer on her own social media: a sandwich made irresistible with Hellmann's.

Credits
Chief Creative Officer: Panos Sambrakos
Executive Creative Director: Dimitris Savvakos
Creative Director: Myrto Politi
Senior Art Director: Virginia Sanida
Creative Director: Panagiotis Papamatheiw
Agency: Ogilvy Greece