Tesco.
Making a shop that was difficult
to find, impossible to miss.
Shedding light on an old format.
While working at BBH Dublin I got a brief to promote the opening of a new Tesco in Charlemont Sq. in Dublin. There wasn’t a lot of footfall near the shop so we needed to create something that would really stand out.
Projecting success.
After walking around the area I felt that the 6 sheet sites were a little too easy to miss. There was a lot of construction, scaffolding and hoarding in the area so I started thinking about whether we could do something bigger to have a bit of impact.
I mocked up some projection ideas on some of these sites but the location that was most feasible turned out to be staring us right in the face from our office building which was this 48 sheet. I had the idea that if we created a blank canvas here and projected onto the ad space we could get more interaction for the space.
The video above is the result of that idea. The copywriting was written by Aubrey O'Connell, Sam Caren was CD, Peter Martin was on Camera / Director, ALGORITHM did the projecting and Emma Ellis was producer.
This featured in LBB online, Best Ads on TV, The Drum and possibly a few more since and won 2 ICADS and 2 Sharks.
There was a lot of hoarding around due to the construction works beside the beloved old Bernard Shaw pub. We didn't particularly want to mess with the street art for an ad though.
I created mockups including projections / wraps onto the buildings. Incredibly one was knocked down between when we pitched this and the following Monday morning.
As mentioned, the answer was staring us in the face. We had an ad appearing here the following week and this was the view from our office. Perfect positioning for a projection.
Before we did our live text and shoot, we displayed some rotating lines.
Including some cheeky digs.
We had these looping overnight to take advantage of the space.
We did also get some traditional ads live around the location which I don't have photos of but these are the mockups.
