irene devila

Few brands spark as much creativity as Heinz, a brand that has become synonymous with iconic and disruptive ideas. Together with my creative partner Belén Gutiérrez and the help of the Dentsu team, we developed The Jewel Inside. The campaign was born from a simple truth: in luxury restaurants, you can’t ask for ketchup, the chef might even get offended. Our solution? A ring for Heinz lovers designed to discreetly encapsulate ketchup, turning it into a precious jewel that you can always carry with you.