2023
Heinz
Role
Concept, Art Direction, and Copy Writing
Instructor
Ryan Paulson
Make Heinz become the irresistable brand of preference for pausing, relaxing, and recharging during universal gaming experiences.
Background
82% of adult Gen Z expressed being
very concerned about climate change.
90% of Gen Z reported engaging
with video games in some way.
Gen Z spends their days saving virtual worlds while their real world burns—they’re craving brands that turn gaming time into climate action.
Heinz launches 'Coin Crossing,' an in-game feature that rewards gamers with virtual coins for recycling in real life, combining gaming satisfaction with environmental impact.
Recycle = Coins
2023
Heinz
Role
Concept, Art Direction, and Copy Writing
Instructor
Ryan Paulson
Make Heinz become the irresistable brand of preference for pausing, relaxing, and recharging during universal gaming experiences.
Background
82% of adult Gen Z expressed being
very concerned about climate change.
90% of Gen Z reported engaging
with video games in some way.
Gamers will do anything to make some money.
Idea
Heinz promotes recycling with 'Coin Crossing,' an in-game reward allowing gamers to earn coins while helping the planet.
Recycle = Coins