Heinz x China’s National Games 2025
For China’s National Games 2025, Heaven & Hell Shanghai developed the concept of 34 tomato characters, each posed using the tomato’s leaflets to mimic human athletes, paired with the line “Every tomato that strives to win is in Heinz.”
Inspired by Heinz’s belief that every premium tomato is like an athlete. Carefully selected, full of quality and striving for excellence. The idea cleverly connects the brand’s core product message to the spirit of the Games.
Illusion is proud to bring this concept to life, adding personality, energy and detail to each tomato.
team
Agency: Heaven & Hell Shanghai
The campaign launched alongside the Games, appearing across high-traffic media in Guangdong. From high-speed rail stations and subway screens to elevators and on social platforms like Xiaohongshu. The 34 tomato athletes quickly became a fun and shareable symbol of support for the real competitors.
