On 5th and 6th July 2013, Tesco asked its customers to come together and help people in need by donating food to its first – and the largest ever – National Food Collection. The donated food was distributed to two charities, Trussell Trust and FareShare, as well as local food banks.
To help this initiative we launched a new identity for the scheme and an animated TV spot putting the emphasis on the community aspect of the scheme. This was also my first campaign I’ve made since I jumped into the advertising world.
In those two days alone, enough food was collected to provide a staggering 3.5 million meals. To celebrate this impressive feat of kindness, I’ve created and design print ads tailored to individual regions. Featuring grocery-themed iconography depicting each city's most famous landmark, the ads were designed to thank people on a local level and speak directly to the communities that came together to help those in need. Cities featured on the posters included Belfast, Birmingham, Bristol, Cardiff, Glasgow, Leeds, Liverpool, London, Manchester, and Newcastle.
Creative Directors: Joseph Ernst & John Matthew
Art Direction & Illustration & Design: Artur Deyneuve
Animator: Tim Ruffle - Aardman