Campaign details
Brand: TescoAgency: Lumen ResearchCountry: UK
The challenge
'Trade driving' print campaigns for multiple retailers rarely get a look-in at creative excellence awards. This is a pity, because print ad campaigns offer near-perfect laboratory conditions for assessing the impact of art direction. Given the homogeneity of messaging, the only way supermarkets can successfully differentiate themselves is through creative design. This is 'commercial creativity' in its purest form - a great opportunity for creative excellence, properly understood. It may not be sexy or ostentatiously artistic, but as Jeremy Bullmore himself said once said, 'Art is;...