Create a global PR-able moment that makes Heinz the irresistible brand of choice to stop, rest and recharge amidst universal gaming moments that the audience shares; whether that’s mid-game, stream, or view.

(D&AD New Blood 2023 brief)

Most gamers have bad postures. Why? Because they play video games for hours on end with improper ergonomic support.

Send world-famous streamers a Heinz ketchup bottle shaped after their own bad posture. Encourage both the stars and their audience to take a pause mid-game to take better care of their health (and backs.)