Who knew that Hellmann's sandwich spread can help pack on not just fat--but muscle? Surely it can when its famous glass jug takes the shape of a barbell, which is what happened during an unusual art exhibit that took place earlier this year at the Cannes Lions International Festival of Creativity. Unilever had commissioned London-based creative shop INT Works to help its execs look at its products in a whole new way for the Unilever Reform Exhibition.
INT tapped a group of celebrated artists from around the globe to have fun with some of the brand's products like Hellmann's, Pot Noodles and Axe. The mayo became a workout tool in the hands of Lernert & Sande, Oak Studio reconceived cans of Axe body spray into horns, while Nick Blakeman and Esther Robinson stacked Pot Noodle containers to create a one-of-a-kind table.