Client
Tesco
Agency
BBH London
Period
2023
Tesco Christmas 2024 Campaign
Branding
Tesco helping the nation 'Become more Christmas'
The more Christmas you experience, the more Christmassy you feel. It’s a simple, wonderful truth. The more decorations you see. The more songs you hear. The more food you smell and taste. The more you’ll get into the Christmas spirit. The more Christmas you become. This campaign shows the journey shoppers go on from November to the 25th, as they become more Christmassy with every bit of Tesco Christmas they experience.
Credits
Deputy Executive Creative Director: Felipe Guimaraes
Senior Copywriter: Elliott White
Senior Art Director: Wil Maxey
Production Company: Iconoclast
Directors: Alaska (Marco Lafer and Gustavo Moraes)
CGI House: Dippin Sauce
The brief was to create a campaign visual identity (VIS-ID) that adhered to the limitations of Tesco's brand guidelines while elevating the campaign's central theme: Christmas is growing and gradually taking over. The primary focus was on an animation-first approach, with a design influenced by motion to convey the transformation of Christmas. This animated design would be implemented across various platforms, beginning with TV end frames and extending to social media, print, in-store displays, and experiential marketing.
Before collaborating with the CGI house Dippin Sauce, I designed and built the Christmas decorations, defining the final look for the campaign branding. Each component underwent simulation and physics tests. Using Tesco's secondary color palette, we ensured the decorations matched those used in TV and static shoots by the prop house, creating a cohesive campaign look. We then created enhanced endframes where the decorations completely take over the screen and field of view.
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