SUMMARY
Hello Heller is a 360° marketing campaign designed to activate Gen Z through playful, culturally relevant storytelling. The campaign combined social assets focused on Heller’s sustainability innovation, Worry Free Plastics, with an immersive projection mapping activation using the brand’s Vignelli cubes. Together, these digital and physical touchpoints reframed Heller’s design legacy and sustainability story for a new audience; positioning the brand as durable, timeless, and future-facing.
challenge
Heller’s challenge was clear: its durable, iconic designs resonated with older audiences but lacked relevance among younger consumers. The project identified an opportunity to bridge this gap by spotlighting Heller’s sustainability innovation, Worry Free Plastics, through experiential storytelling. Research showed Gen Z seeks playful, shareable narratives and aligns with brands balancing quality and environmental responsibility, guiding the campaign’s strategic approach.
Outcome
The campaign resulted in a suite of playful social drops highlighting Heller’s sustainability story, paired with a projection mapping installation using Vignelli cubes as a storytelling surface. Through video, animation, and messaging, the campaign visualized the lifecycle of Worry Free Plastics, turning sustainability into a narrative Gen Z could connect with
MEET THE Designers:
Donovan Coleman
Isabelle Clifford
Ava Gerachis
Annamarie Maher