People complained about getting their hands dirty. Well, we figured it was some sort of necessity, juicy burgers must stain shirts, soil tables and mess with your hands. That’s just what a good burger do: get all over you. However, complaints never died down and people were even asking for knives and forks. HT had to introduce „wet wipes“ for our guests convenience, as knives and forks would have meant some sort of conceptual death to the free burger joint spirit we wanted to evoke. We knew that knives and forks would ask for white tablecloth which again would ask for waiters in dark suits and guys in needle striped suits smoking cigars… well, you get the picture.

Wipes it was. However, HEIDI & TELL Co. could not just introduce some wipes off the rack. That’s not how we do things. It had to be a bit more creative. But how do you transform dull wipes into more appealing wipes? Well, hands were dirty and wipes were wet…  „Wet wipes for your dirty hands“ was born and in connection with „made by hand“ and our imperative „eaten by hand“, delivered a message that called for a socially acceptable way of finger or fist use.

Eventually, the idea was extended for a print campaign. The „Dirty Hands“ series features employees of HEIDI & TELL Co. in a provocative setting, reinforcing the message „sometimes you have to get your hands dirty“ as previously addressed by the wet wipes, but now much more striking…