Albert Heijn's Action Heroes Get Supermarket Shoppers Super Discounts

The Netherland’s largest supermarket retailer has introduced a new savings mechanism in the form of an action hero family, ‘ActieHelden’ (Action Heroes). 

Created in partnership with creative agency TBWA\NEBOKO and creative production studio Ambassadors, the tiny superhero family fly through the supermarket using throwing stars, jetpacks and acrobatic skills to ensure every customer gets all the super-discounts. 

“Who knows, there could be more than meets your eye at your local Albert Heijn. This was our mission to prove as Ambassadors from all expertise came together to seamlessly blend the action heroes’ animated world into a real-life Albert Heijn store,”  says Nick Groeneveld, art director, Ambassadors. “We played with scale to really zoom in and show a different perspective to the world of Albert Heijn; one with strong characters and funny little lines that can lend well to any campaign in the future.” 

Ambassadors worked on full creative production of the commercial, from live shoot through to character design, animation, VFX & 3D, sound design, music composition, edit and colour grade.

Sander Heeroma, executive producer, Ambassadors: “We usually call ourselves a ‘house of craft’ with all production expertise under one roof, but with people working a lot more remotely, that didn’t quite ring true for this project. We’re really proud of how this came together under lockdown, and how together with the trust of TBWA and Albert Heijn we got through any new challenges that come with that.”

‘ActieHelden’ is the first campaign as part of an ongoing partnership between Albert Heijn’s in-house AH Studios and Ambassadors.