November tangerine

Creative idea

Slovakia, as a part of the 'easter block', was occupied for more than 40 years, resulting in a lack of basic human rights and an ideological blockade from everything 'western', including consumer goods. A perfect symbol of this deficiency was tangerine. This, now common fruit, was only available on Easter or during Christmas in limited quantities that sold out very quickly. Tesco, as a grocery retailer, decided to commemorate the fall of this tyrant regime and evoke gratitude for freedom, that we can now cherish by giving out the symbol of these hard times, a day before this important anniversary.

Brand name: Tesco
Advertiser / client: Tesco Slovakia
Product / service: CSR
Campaign name: November tangerine from Tesco
Agency network: OGILVY
Agency: Istropolitana Ogilvy Bratislava
Web address: https://www.tesco.sk/
Creative director: Peter Darovec, Katarína Pšenáková and Tesco Team
Art director: Peter Hrevuš, Simona Micháliková
Copywriter: Hugo Paulíny
Designer: Peter Hrevuš
Account director (agency): Zuzana Kormancová
Strategic planner / strategist: Veronika Romsauerová, Juraj Plánovský