Cannes Lions



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Disruptive changes in technology adoption and consumer behavior have equally affected the advertising and entertainment industries. As a result, branded entertainment—on big screens and small- is enjoying an exceptional era. Over 60% of consumers say they are more likely to purchase products from a company delivering custom content, and companies are reevaluating their marketing strategies to meet these new demands. Today, brands are faced with the challenge to deliver compelling content that cuts through the clutter and reaches the desired audience in their most receptive state.


With its new series Truckers in the Wild, Hellmann’s (a 100-year-old brand) embarked on an unprecedented content partnership with Vice Media to extend its brand messaging to an entirely new audience. The six episode series launched on supported by digital promotions across the Vice network (including a 30" trailer banner ad on Vice’s homepage) and a comprehensive content syndication and PR plan. By targeting Vice Media’s owned and partner channels, the series continues to successfully drive the desired audience to the Truckers in the Wild hub on


Vice has 50m young people visit their site each month with 10,000 distribution points throughout 30 countries, which is what made this partnership so interesting for Unilever. While Truckers in the Wild launched in April on, the internal results have been impressive. Gaining recognition across Unilever’s global network, Hellmann’s has raised the bar for crafting true entertainment, targeting an entirely new demographic. Moreover, the video series demonstrates Hellmann’s core values without relying on overt product placement. Instead, the series delivers a high-energy, humorous take on food culture while organically weaving Hellmann’s brand messaging into the storyline - which is of the utmost importance given Vice’s hyper critical audience.

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