One of the highlights of this year’s award-winning work at Dubai Lynx was a campaign called Heinzjack – a play on words using the brand Heinz and hijack. It was a brilliantly disruptive effort by FP7 McCann to gain publicity as an unofficial FIFA sponsor at the 2022 World Cup finals.
The man in charge of the creative masterpiece was Federico Fanti, Chief Creative Officer at FP7 McCann. He called the Grand Prix winning campaign a “beautiful disaster” listing all the things that went wrong along the way.
The Heinzjack brief was clear and simple – get Heinz Arabia noticed at the World Cup as a non-sponsor. “That’s an amazing challenge to solve,” said Fanti. “We took our adver
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