U.K. supermarket chain Tesco has unveiled a new marketing campaign as it announces that it is doubling its Free Fruit & Veg for Schools program from September, increasing participation from 500 to over 1,000 schools, with the aim to double the program again the following year. The work builds on Tesco’s recently launched brand platform, which reimagines its iconic “Every Little Helps” through the everyday question: “Need Anything From Tesco?”–a simple expression of how the brand continues to show up for customers’ and communities’ needs, in a meaningful way.
The Free Fruit & Veg for Schools program, along with Fruit & Veg Grants and Free Fruit for Kids in Tesco stores, aims to support one million school children across the U.K. in getting more of the good stuff. Customers will be able to help grow the program with Tesco donating every time customers buy fruit and veg at Tesco up until 24th May. Created by BBH, this film follows a joyful fruit giant on a journey across the U.K., alongside his young companion, Theo. Set to Roger Hodgson’s “Give a Little Bit,” the story unfolds as the giant travels from school to school, gradually shrinking as he shares pieces of himself – a simple but powerful metaphor for giving. “The Fruit Giant” film was directed by Nick Ball through MJZ, with postproduction/VFX treatment by Untold Studios.
Bringing the giant to life was a feat of craft and scale. The giant was built over six months of postproduction work, and at his biggest size, is made up of more than 105,000 individual pieces of photorealistic fruit and vegetables, spanning 86 different varieties.
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Credits
Client Tesco Agency BBH London Felipe Serradourada Guimaraes, executive creative director (since promoted to CCO of BBH in UK and Ireland); Holly Fallows, Charlotte Watmough, associate creative directors; Khusali Patel, Sarah Millyard, creatives; Saskia Jones, deputy chief strategy officer; Arabella Saunders, strategy director; Alexi Hall, sr. strategist; Miguel Sousa, Keiti Collins, Lucia Volpe, Matthew Manlove, designers; Nicole Southey, film producer; Pete Wiltshire, assistant film producer. Production MJZ London Nick Ball, director; Ewen Brown, producer; Dickie Jeffares, exec producer; Daniel Guy, production manager; Ben Fordesman, DP; Ben Gill, 1st assistant director; Marco Puig, production designer; Hannah Birkett, casting director; Ellie Walker, wardrobe stylist. SFX Machine shop. Editorial Stitch Leo King, editor; Ruoyu Ou, assistant editor. VFX Studio Untold Studios Tom Igglesden, exec producer; Ella Glazer, producer; Jonathan Wood, creative director; Tim Van Hussen, animation creative director; Adam Grint, shoot supervisor; Christian Baker, VFX supervisor; Hudson Martins Ribeiro, CG supervisor; Chloe Dawe, character supervisor; Alex Doyle, Bhaveesh PV, Cyriel Verkuijlen, Phillippe Moine, Sriram Namana, lead artists; Natalie London, production coordinator; Therese Vildefall, concept artist; Alex Miller, Aswin Bal, Avinash Savant, Brad Willis, Carlo Carfora, Claudio Quarra Sacco, Deniz Cinar, Dinesh Reddy, Ed Turvey, Emre Samioglu, Faizal Tahir, Giacomo Cavalletti, Greta Kossowska, Henry Affonso, Jayadeep Chandran, Jessica Zanetti, Kanishk Chouhan, Kim Ranzani, Laurie Garnier, Manjunath R, Manoj Ravi, Marcel Ruegenberg, Marta Esteban-Infantes, Mary Doyle, Mohammad Azeem, Upasana Choudhary, VFX artists; Richard Harris, online. Color Grading Time Based Arts Simone Grattarola, colorist; Tom Matthews, Aiden Tobin, color assistants; Jameson White, datalab; Thea Dagnaud, producer; Dan Kreeger, exec producer. Audio Post Sine Phil Bolland, sound supervisor/designer/mixer; Frankie Beirne, sound designer; Beth Tomblin, Aishah Amodu, audio producers. Music Composition SAW Music Music Supervision Hywel Evans, music supervisor. Music Company Black Sheep Music
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“This powerful new work is grounded in a simple truth: you don’t need the perfect words to show up for a friend,” said Ad Council chief campaign and program officer Heidi Arthur. “For eight years, in collaboration with our partners, ‘Seize the Awkward’ has continually evolved to meet the needs of young people today, and young people need real human connection.”
The new PSAs feature original music from a collaboration between Grammy Award-winning producer and artist Lil Silva and award-winning singer-songwriter and producer Sampha. By depicting informal and intimate moments between friends, with minimal or unheard dialogue, the films remind viewers that being a good friend doesn’t mean you have to... Read More
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