Title	THE FRESHEST TESCO
Brand	TESCO
Product/Service	RETAIL
Category	B01. Fast Moving Consumer Goods
Entrant Company	MADE BY VACULIK Bratislava, SLOVAK REPUBLIC
Advertising Agency	MADE BY VACULIK Bratislava, SLOVAK REPUBLIC

Name	Company	Position
Boyo Dohnal	Made By Vaculik	Creative Director
Tomáš Krajčík	Made By Vaculik	Art Director
Jakub Gerhard	Made By Vaculik	Art Director
Petra Števonková	Made By Vaculik	Copywriter
Kristína Karabinošová	Made By Vaculik	Copywriter
Lenka Ďurkovičová	Made By Vaculik	Copywriter
Pavol Schejbal	Made By Vaculik	Account Manager
Lukáš Švaro	Made By Vaculik	Strategy Director

Creative Execution

In all the commercials we can see a perfect, shiny and colorful fruits and vegetables. Do you believe that is it really so? Is that so fresh ? We are looking at it differently. according to us freshness looks different. We started showing actual images directly from the store. We placed cameras in the sales and we transmitted live images directly to the website. In addition to the images the customers could see the work of freshness auditor. We have broadcasted the stream through citylught.

More than 120,000 visitors on the web site. "Freshest” facebook activity affected more than 800,000 people.

The task promote the freshness of fruits and vegetables available at Tesco. All grocery chains communicate this through flawless photos of fruits and veggies. We took a different approach. All the banners that usually show retouched photos now featured real images captured in the store and created The Freshest Spot on the Internet. We even transformed the freshness into a citylight. And The Freshest Citylight was born. We used the potential of live stream to the fullest via Facebook. People left their freshest messages via the stream counted sheep at night guessed fresh proverbs got hints, and enjoyed the Live Reality Show.