'Tasty Backs' Turning Festival Backs into a Groundbreaking Ad Medium

Hellmann’s and Ogilvy Argentina, in collaboration with Oruga Cine, stormed Argentina's largest rock festival with “Tasty Backs,” the first campaign to use people's backs as an advertising medium, pushing the boundaries of creativity in an unprecedented experience for consumers.
"50% of the pictures and videos we have from concerts are of a stranger's back, and the other 50% is the stage. With 'Tasty Backs,' we wanted to leverage this space that had never been used before and propose an experience where everyone benefited," explained Malu Donaire, CCO of Ogilvy Latina Sur.
The dynamic was simple: we invited the tallest attendees to be Hellmann's 'backs,' wearing a T-shirt with a brand advertising design, in exchange for flavor. At the same time, shorter attendees, who often feel 'blocked,' also received their reward for sharing content. In this way, we managed to connect the brand with the public, generating participation and a fun atmosphere.
"We had a great impact. People immediately embraced the proposal. We managed to get the attendees to accept the challenge of putting Hellmann’s advertisement on their 'backs' and becoming brand ambassadors for thousands of people. The campaign not only established a new communication medium with the public, but we also wanted it to enrich the concert experience for all attendees," added Renzo Tapia, Creative Director at Ogilvy Argentina.
"At Hellmann's, for over two years, we have been driving a profound transformation in how we communicate: we stopped being just a brand that talks about products to become a brand that gets involved in culture. Being at Cosquín Rock with an idea that breaks traditional formats, like using 'backs' as another medium, reflects exactly that: daring to go beyond limits and connect with people from unexpected places. It is the result of a consistent strategy that combines communication and innovation to build an increasingly relevant brand for Argentinians," said Cecilia Peña, Condiments Marketing Manager, Argentina Unilever.