Tesco fruit giant scores Thinkboxes triumph

A generous giant made of fruit and veg who gradually shrinks as he crosses the country giving away pieces of himself to children has won Tesco and BBH London the March / April Thinkboxes award for TV advertising creativity.

TV has long played a central role in Tesco marketing thanks to its reach and storytelling power and emotional punch.

And with its stunning mix of live action and CGI, the winning TV ad –promoting the expansion of the retailer’s ambitious Free Fruit & Veg for Schools programme – capitalises on all three with a televisual feat of scale and craft.

“Every day, children across the UK are missing out on the fruit and veg they need to thrive at school,” Tesco UK marketing director Murray Bisschop explains.

“That’s why our Free Fruit & Veg for Schools programme is so important. And we’re delighted that we have been able to bring the meaningful work to life in a way that feels very Tesco through the giant campaign.”

Read the full article on Campaign.

Tesco: "The fruit giant"

• Agency: BBH London
• Creative team: Felipe Guimaraes Serradourada, executive creative director; Holly Fallows and Charlotte Watmough, associate creative directors
• Client: Murray Bisschop, UK marketing director, Tesco
• Production company: MJZ London
• Director: Nick Ball

TK Maxx: "Every day can be iconic with a TK Maxx deal"

• Agency: Wieden & Kennedy London
• Creative team: Freddy Taylor and Philippa Beaumont, creative directors; Joaquin Aubele, art director; John Speer, copywriter; Ana Balarin and Hermeti Balarin, chief creative officers
• Client: Catrina Funk, marketing director, TK Maxx
• Production company: Biscuit Filmworks
• Director: Andreas Nilsson

Hargreaves Lansdown: "Helping Britain invest through it all"

• Agency: Wonderhood Studios
• Creative team: Aidan McClure, chief creative officer; James Rafter, creative director; Myles Vincent, creative director
• Client: Ciara Cox, marketing director, Hargreaves Lansdown
• Production company: Stink Films UK
• Director: Tom Green

Dulux: "Life is what you paint it"

• Agency: Ogilvy UK
• Creative team: Jules Chalkley, chief executive creative director; Lizzie Sharma, senior art director; George Allen, senior copywriter
• Client: Sarah Sherry, senior brand manager, Dulux UK
• Production company: Academy Films Director: Si&Ad

Wise: "Settling in"

• Agency: Ace of Hearts
• Creative team: Mia Silverman, senior creative; Ben Harris, senior creative; Richard Brim, co-founder and chief creative officer
• Client: Matt White, head of strategy and planning, Wise
• Production company: Packer Productions
• Director: Harold Einstein