If there's one thing Rio folks are renowned for, it's their distinct accent that swaps the S sound for an X, coupled with their unwavering affection for ketchup. So, in honor of Rio de Janeiro's anniversary, we embraced the local vibe by transforming "Heinz" into "Heinx," adopting the iconic accent.
We commandeered all Heinz social media avatars, dominated Copacabana and Ipanema's OOH spaces, and enlisted local content creators to amplify cariocas' pride in their accent and their devotion to ketchup.
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Role: Creative Director