Operation: Real mayo (2025)

Join the mission. Arrest the fakes.

Operation: Real Mayo turns everyday consumers into Mayo Officers on a mission to defend the original. Spot counterfeit condiments, report them with #FakeMayoArrest, and climb the leaderboard for real rewards. A bold, gamified campaign mixing humour, competition, and brand loyalty — all in service of the real deal: Hellmann’s.

SCOPE
Marketing Campaign Strategy
Visual identity
Art direction

BRIEF
D&AD New Blood 2025 – Hellmann’s

CREDITS
Youbin Lee, Dain Yoon, Jack Brodie

















Information© Youbin Lee 2025 All rights reserved.