Asda Tickled Pink.
The people behind the pink trolley.
With Smarts, I developed social concepts for Asda’s Tickled Pink breast cancer awareness and fundraising campaign.
My role: Concept development and pitching to the internal team and client. I wanted the idea to connect an everyday shopping moment with a reminder to make time for yourself.
More campaign work will be shared as it becomes public.
There’s a person behind every shopping list.
Asda’s Tickled Pink campaign raises awareness and funds for breast cancer charities. The brief placed one pink trolley in every ten at selected stores, making the campaign part of an everyday supermarket visit.
I wanted the film to make people pause and think about the lives around them. The shopper passing you in an aisle might be planning tea, remembering a birthday or thinking about Christmas. You see their trolley, but only a tiny part of their story.
Inspired by the “sonder” trend, I developed and pitched a concept that gave those ordinary moments a more personal meaning. The pink trolley brought the message back to breast cancer awareness: when you’re busy looking after everyone else and getting through your list, looking after yourself deserves a place on it too.
My role: Creative concept development and pitching to the Smarts team and client.