Hellmann’s Inspires Football Fans to 'Up Your Game'

Hellmann’s, the official BBQ partner of the upcoming UEFA Euro 2024™ has unveiled its European wide summer campaign created by agency, Wasserman and Irresistible Studios. Uniting back garden barbeques and football culture, the campaign invites people across Europe to ‘Up Your Game!’ by choosing Hellmann’s this summer.

Transforming classic barbeques into an event worth celebrating, a host of football stars from across Europe stepped up to help Hellmann’s bring the fun to al fresco dining. Catering to multiple markets within Europe, production saw two directors from Irresistible Studios shoot plates for the full range of Unilever products, create a garden that would appeal across markets and feature footballing heroes representing their home countries, including Italy’s Fedrico Chiesa, Jack Grealish for England, Joshua Kimmich for Germany, Petr Čech for Czech Republic, and David Villa for Spain.

Pan-European art direction lends the TVC and socials an authentic flavour suited to every target market, while the perfect summer barbeque experience, full of laughter and most importantly, good food, is curated through a multitude of filming techniques. A macro lens, 180 degree rotating rig, and reverse sweeping shots of the table inject the campaign with an energy and movement that perfectly complements the UEFA partnership, while clever transitions and optical whip pans dynamically spotlight recipes and heighten the pace. Immersing the audience, the array of assets also plays with perspective, swinging from the point of view of the player to the food itself.