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Cooking and sandwich making is ridiculed as a "feminine" thing amongst gamers, and the phrase "Make me a sandwich" is commonly used to hate on gamer girls. 

So we decided to rebrand the condescending phrase and teach everyone how to make a sandwich, by creating Sandy. 

Sandy is Heinz' own bot, programmed to respond to the phrase and guide the gamers to a website filled with tasty sandwich recipes, with Heinz as a key ingredient.

This campaign was made in collaboration with:

Caroline Amalie Nøkleby Dammen

Gjon Gjokaj

Our contribution:

Idea development and production 

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