THE HEINZ RED SQUARE

CHALLANGE
Ketchup is everywhere yet forgettable. People use it,
but don’t think twice about the brand.

IDEA
On National Ketchup Day, Heinz took over the country with a single visual signal. All Ocean Outdoor digital billboards turned solid red. Within the red screens, 1–2 frame glitches revealed the line “It Has to Be Heinz,” making the brand present without relying on traditional messaging.

EXECUTION
Each digital billboard runs a red loop on National Ketchup Day, the 5th of June 2026. Hidden within are 1–2 frame flashes of the line “It Has to Be Heinz,” inserted just like subliminal cuts in film. The message bypasses the conscious mind, creating a lasting subconscious impression.

Shortlist Oceans Outdoor Competition 2025

Black and white aerial cityscape with multiple red digital screens over buildings, canals, and streets at dusk.
Close-up of a person's eye reflecting a Heinz ketchup bottle with the label reading "Heinz" and the phrase "I HAZ TO BE HEINZ"
Urban street scene at dusk with three large red electronic billboards displaying the Heinz logo in white text, with silhouettes of people walking and trees along the street.