Overview

Little stories, big difference

When Sainsbury’s came to us asking “Why don’t we get enough credit for living our values?” we realised that their employees did not know what the values were. How were Sainsbury’s customers to believe the supermarket’s commitment to these values if their first point of contact was unaware of them?

We decided to make Sainsbury's colleagues the ambassadors of the values by making them the heroes of short surprising films that would become conversation starters around the values.

Client

Sainsbury's

Project team

  • Matthew Shannon — Creative Director
  • Enora Thépaut — Art Director, Designer
  • Brad Sussex — Designer
  • Mel Martinez — Script Writer
  • Green Lions — Film
Sainsbury's Little stories, big difference project ambition
Sainsbury's Little stories, big difference brainstorming room
Sainsbury's Little stories, big difference storyboards
Filming the little stories in Sainsbury's stores with Green Lions
Filming the little stories in Sainsbury's stores with Green Lions

Description

The videos were then shared on a dedicated page of Sainsbury's corporate site where people can find more facts about each commitment. They were also posted by Sainsbury's PR team in response to relevant conversations on twitter or facebook, and they illustrated some of their blog posts.

“I'm honestly so proud to work for Sainsbury's. To be given an opportunity to take part in the filming experience is just overwhelming” Danielle, Colleague at Sainsbury's

The colleagues involved really became ambassadors of Sainsbury's commitments and helped spread the word in the stores.

Sainsbury's Little stories, big difference portal
SSharing the stories on social media
Generating conversations
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