“Looking at Shopping Trolley Iconography, I Could See Upside Down Faces...”

Shop Responsibly was a Publicis Groupe UK initiative which came out of Publicis Media to help encourage the public to adopt more considerate shopping habits during the Covid-19 pandemic.

Ben Mooge CCO of the Publicis Groupe UK led the creative enlisting Kerry Roper the head of design at Saatchi & Saatchi London.

Kerry said: “Ben approached me about this project and asked to help out on the design and art direction front. We needed something that was smart and would grab people’s attention. I researched various ways of representing shopping - shopping baskets, trolleys etc.

“One thing that immediately struck me was looking at shopping trolley iconography, was I could see upside down faces. With this in mind and knowing the campaign was to be a public service announcement, it made total sense to make the trolley ‘the face’ of the campaign. Super simple and relevant. I chose to use a vibrant yellow and black to give visual cut through on all levels - from print to TV. For the TV spot, we brought it to life with the use of animation so you could see it was both a trolley and face by simply turning it upside down.

“What I loved about the project was the true collaboration between group agencies and disciplines - it was also great to see both external brands and agencies take on the campaign too. Channel 4, Sky and Channel 5 all made channel idents using the campaign assets, which again showed huge respect to the importance of the campaign messaging. All was done remotely by a talented bunch of people who went above and beyond to create it."