CONCEPT WORK
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TINGLY TED'S
CONCEPT WORK 〰️ TINGLY TED'S
TINGLY TED'S
〰️
CONCEPT WORK
TINGLY TED'S 〰️ CONCEPT WORK
Heinz x Ed Sheeran
Tingly Ted’s
Client Heinz
Hogarth Creative team
Jonas Carvell Art Director
David Hutchinson Senior Art Director
My-Binh Ly Senior DesignerDesigner
Karishma Puri Senior Copywriter
We received a brief to help Ed Sheeran launch his new hot sauce collaboration with Heinz called “Tingly Ted’s” through TikTok. The launch consisted of three phases; Tease, Launch & Post Launch so we had to create a series of concepts for these different touchpoints taking into consideration Ed’s European tour dates to create social posts and activations that would have maximum reach.
Tease Phase
Animation of whatsapp notification on lock screen “ding” from Teddy with a cryptic title (fire emoji) at silly hour in the morning.
Open whatsapp chat to see loads of celebrity names have been added to the group.
“hey guys I have something exciting to share with you (fire emoji) but can you keep it a surprise??”
Witty replies ensue … leaves audience open to interpretation. Is it an album drop?
A true love story
I wanted to develop a narrative for why Tingly Ted existed so I created a concept that this imaginary bear had been in Ed’s life since he was a young aspiring artist. Going through thick and thin together, they formed a strong bond and traveled everywhere together becoming the closest of friends (inspired by TED the film) To develop Tingly Ted’s TikTok platform I created these candid moments of the two having a real bromance to give the whole concept some plausibility.
Launch Phase
Once we had teased the launch of Ted’s new sauce over social media the posts clicked through to the new TikTok page where the audience would see regular content including posts of Ed and Ted’s close friendship moments but also practical content around food.
#cookingwithted was created to be a fun, entertaining and informative hashtag where the duo would create delicious recipes using the hot sauce in calamitous fashion.