Sainsbury’s
This UGC approach was a departure from the traditional Sainsbury’s campaigns
The fresh thinking contributed to helping retain the incredibly significant PHD media account
Sainsbury's wanted to get customers excited about Summer - and in turn, get them in store by owning the build up and anticipation for Summer - keeping them the front of mind supermarket choice when it came to shopping.
By celebrating the customer's own experiences of Summer and mixing them with footage shot on phones, we created a series of vignettes made of user generated content that updated every week, culminating in a "best of" celebration of Summer.
This was a partnership with ITV that played out each week in primetime ad break slots.
Dir. Mark Henderson / Marcus Liversedge