Our insight for this campaign is that people are afraid of liquids. Our solution is based upon the truth that Hefty resealable bags are stronger and more durable than other brands, so we showed that Hefty bags are the safer option compared to other brands. Our key message; Hefty acts as a shield.
Touchpoints: Out of home, print, and social media.
Art direction: Jesenia Duque, Natalia McElrath and myself.
Copywriting: Nick Taormina