Role: Design Director @BBH London

Food Love Stories - Tesco’s most effective campaign ever, driving an incremental sales uplift of 38% YOY, with £231 million of sales being attributable to the campaign.

“Quality of food” is the biggest driver of supermarket choice, but Tesco shoppers thought they were too big to care. Tesco wanted to tackle this (mis)perception head on, reminding the nation of their passion for food.

As Tesco’s first food campaign for three years, the strategy, anchored in insight, was to take a long-term view; changing quality perceptions would require commitment and a media strategy focused on delivering a through-the-line plan powered by data.

Tesco brought the stories to life throughout stores and owned media including: POS, recipe cards, emails, Tesco magazine and tesco.com.

RESULTS

Since FLS launched, the YouGov quality score has increased by 18%. 75% of this attributable to the campaign.

Adaption across customer touchpoints (Online, OOH, In-store)

Role: Creative Director

Recognising that the technology sitting behind Brighterion’s AI offering is highly complex, we worked closely with the team to develop a narrative that simplified their approach into language that is easily understandable to the man on the street. This simplicity was then reflected in the video design, with clean, modern-looking animations that laddered up to Mastercard’s decision to update its logo by removing text, leaving only the two iconic Mastercard spheres.

Reception of the video by Brighterion’s customers was so positive that Mastercard decided to share it more widely, using it in both internal and external communications. It’s now one of the most watched videos on Mastercard’s YouTube channel.

RESULTS

Other teams across Mastercard’s global operations requested implementation of our new design across coms. The aim is that this elegant visual becomes as instantly recognisable as the Mastercard logo itself.

Role: Creative Director

The International Consensus Conference for Advanced Breast Cancer (ABC). We exhibited the Invisible Woman 2.0 interactive installation at ABC5, in Lisbon, 2019.

The installation allowed audiences to explore patients’ stories and the experiences of ABC, through reflection and storytelling. Visitors were able to interact with the installation, by casting silhouettes and moving to reveal the stories/quotes of inspiring women with ABC in a personal and visually captivating way. The conceptual piece was highly unusual to take centre stage at a healthcare congress, however this approach captivated audiences elevating the importance of the patient experience.

“From today’s installation I can relate more to my patients and I can see them more holistically.” Healthcare professional.