Brian Murray Executive Creative Director


Recognized (so far) by One Show, Clios, Atomic Awards, Shopper Innovation Awards and the global Unilever Annual Marketing Awards.

Hellmann's Canada is turning virtual food waste into real meals for people in need. For each spoiled turnip players drop off on #HellmannsIsland, Hellmann's will donate a meal to Second Harvest. Hellmann's believes food is too good to be wasted. Even virtual food.

"The good kind of corporate tie-in." – Go Nintendo

"An amazing way to utilize the popularity of Animal Crossing and also a great way to highlight the very real problem of food waste." – Goomba Stomp

"The least we can say is that Hellmann's concept is brilliant!" – Comiga

"#BestOfTweets 2020 Best Campaign Connecting to Culture" – Twitter Canada

"'Best of 2020' List." – Ad Age

"The Mighty List 'Creative We Loved in 2020' Top 10" – The Message

So far, this campaign has been featured on the front page of Reddit, AdAge, Creativity Top 5 Ideas of the Week, Nintendo Life, Campaign Live USA, Asia and UK, HypeBeast, PR Week, Business Insider, Mobile Syrup, Yahoo! Finance, The Canadian, Shack News, Strategy, Dual Shockers, Trendhunter, TecRobust, Best Ads on TV, and many other sites. It's also blown up on Twitter amongst the Animal Crossing community and beyond.


  • Hellmann'sClient
Project featured: on 21st August 2020 Contributor:

Brian Murray has been a Contributor since 25th November 2015.

Invite x3

Hellmann's vs. Virtual Food Waste