对话亨氏广告幕后团队，还原“想赢的番茄”创作全过程

Core Viewpoint - The article discusses the innovative advertising campaign by Heinz Tomato Ketchup, which creatively linked its product to the 34 sports events of the Guangdong-Hong Kong-Macao Games, resulting in significant social media attention and brand visibility [1][24]. Advertising Creativity - The advertisement features tomatoes with stems designed to represent athletes in various sports, showcasing 34 different sports corresponding to the events in the Games [3][4]. - The creative team, Heaven&Hell, initially intended to focus on a different product but pivoted to the tomato concept, which unexpectedly became the highlight of the campaign [5][12]. Marketing Strategy - Heinz, not being an official sponsor of the Games, sought to leverage the event's popularity to enhance brand exposure, similar to a previous successful campaign with another product [5][18]. - The decision to create 34 unique tomato designs was driven by the desire to directly connect with the number of sports in the Games, enhancing the campaign's relevance [18][24]. Design Process - The design process involved extensive trials to accurately depict athletic movements using the natural shape of tomato stems, culminating in a two-month effort to finalize the models [14][16]. - The final advertisement utilized a red background to maximize visual impact, contrasting with Heinz's traditional white background, which sparked discussions about the effectiveness of color choices in advertising [20][24]. Impact and Reception - The campaign's success illustrates that non-official sponsors can achieve significant brand recognition through creative marketing strategies, providing a valuable lesson for the advertising industry [24]. - The catchy slogan "The tomato that wants to win is in Heinz" effectively resonated with both athletes and consumers, further enhancing the campaign's appeal [20][24].