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

IDEA
On National Ketchup Day, we’ll turn the Netherlands Heinz red. Not with just any ketchu,p but with Heinz. All 374 of Ocean Outdoor digital billboards across the country will light up in solid red. At first glance, it may seem like just a striking visual, but hidden in plain sight, we’ll insert 1 to 2 frame glitches, revealing the line
“It Has to Be Heinz.” A campaign that doesn’t ask to be remembered, it makes sure it can’t be forgotten.

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

A single colour across the entire city.

Inspired by Fight Club’s hidden frames, brief glitch-like flashes of the Heinz name triggered recognition rather than attention.