Unilever Encourages You to Work Out with Hellmann's

INT Works' Reform Art Exhibition transforms familiar products into delightful art

Published on Aug 21, 2013

Editor's Pick

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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Aug 21, 2013
INT Works London

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.