Sainsbury's: Proudly Doing Our Bit by Wieden+Kennedy London

Date: May 2019
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Sainsbury's is marking 150 years in the business with a fantastical TV ad which sees the brand reflect on its heritage.

The ad sees the grocer celebrate how it's been 'Proudly Doing Our Bit' over the years via the creation of a colourful cake that embodies its values, starting with the opening of the very first store in London's Drury Lane.

The video, created by Wieden+Kennedy London, shines a spotlight on why Mary Ann and John James Sainsbury opened doors in in 1869 — to provide one of the poorest areas of the capital with good value, quality food. It then zooms right into the modern day, showing how the grocer has supported the likes of Comic Relief.

Credits

Wieden+Kennedy

Creative Director: Dan Norris & Ray Shaughnessy

Creatives: Florence Deary & Ruby Norman-Curran

Executive Creative Directors: Tony Davidson & Iain Tait

Group Account Director: Katherine Thomson

Account Director: Mike Waywell & William Smith

Account Manager: Johno Fagan

Account Executive: Oliver Mitchell

Communications Planning Director: Lee Ramsay

Planning Director: Andy Wright

Planner: Rory Foster

TV Producer: Tom Dean

Project Director: Mark D’Abreo

Creative Producer: Rebecca Herbert & Emily Khoury

Design Director: Karen Jane

Designers: Phil Rosieur, Jackie Hudson & Kyle Ellis

Motion/Animation Designer: Tom Pounder

Studio Artworker: Ross Bennett

Studio Manager: David Brodie

Agile Films

Director: Noah Harris

Executive Producer: Myles Payne

Producer: Cathy Hood

Character Design and Animation: Feed Me Light

Animation Producer: Ryan Goodwin Smith & Daniela Hornskov Sun

Director of Photography: Patrick Meller

Production Designer: James Hatt

Costume Designer: Stasya Monastyrska

Editorial Company: Final Cut

Editor: James Rosen

VFX Company: Nineteen Twenty

VFX: Producer: David Keegan

2D Lead: Ludo Fealey

Grade: Duncan Russell @ Free Folk

Service Production Company: Radioaktiv Film

Line Producer: Ira Nepomenko

Composer: Alex Baranowski

Mix Company: String and Tins

Sound Design + Mix: Jim Stewart

Print Production

CGI production: Co Feed Me Light

Post Production: Stanleys Post

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