#13 Tesco That’s True Value
Tesco led the way amongst the retailers when they launched Aldi Price Match. When the campaign initially launched it was very simple typography with a roundel, with the main focus on value. The campaign grew after time as it was identified that customers not only wanted value but inspiration and exciting recipe ideas as well to help with their daily meal occasions. We were supplied above the line assets and were tasked to translate them across the shopper journey on several Point of Sale formats. It resulted in a fully integrated campaign that continues in bursts in-store throughout the year.
“ The introduction of mouthwatering macro photography to help inspire customers was a welcome step change for Tesco. The link-up with above the line also helped elevate the campaign simultaneously across all channels.”
Michele Callieu Account Director
#12 Woolworths Australia: Minecraft Cubeez launch
Bringing the blocky world of Minecraft into the aisles of Woolworths, we created a collectible campaign that was impossible to miss. From towering cube-shaped displays to eye-catching shelf signage, in-store captured the playful energy of Minecraft while guiding shoppers seamlessly through the promotion.
“ It was a massive team effort to take such an iconic game and translate it into an in-store experience that felt authentic and engaging. The Cubeez were more than collectibles, they became a reason to visit Woolies again and again.”
Stuart Richardson Art Director
#11 Sensodyne Out of Home
Sensodyne is the no.1 dentist-recommended toothpaste brand for sensitive teeth, offering a wide range of products with unique formulations. Blackdog created immediate impact with an OOH execution that made the ‘2-minute repair’ message more relatable and engaging through contextual copy and playful creative.
Previous OOH activations also used eye-catching 3D layering and lighting to deliver the ‘2 shades whiter teeth’ message with striking clarity.
“This is some of the cleverest and best OOH we’ve seen. A true display of clever creative to show best-in-class execution.”
Global Brand Manager Sensodyne, Haleon
“ Love an OOH brief – it lends itself to playful installations, and when it’s on prime sites like the Oxford Street ICON, you know there’s plenty of eyes on it.”
Gurps Chahal Creative Head
#10 Wickes Trade Paint & Tools Refresh
Blackdog was tasked with refreshing Wickes’ Trade Paint brand and their tools range. We brought clarity to the paint range and made the Wickes branding more central and confident.
The brushes range benefited from a refresh including semiotic cues that showed customers usage ideas via images of fences or stone walls.
“A lot of our work is about bringing clarity to the shopping experience. For this work we used techniques such as tessellating design cues that created strong brand blocking on-shelf.”
Phil Pawsey Executive Creative Director
#9 Nexium Seasonal Campaign
As a strong heartburn relief product, Nexium wanted to remain ahead of the crowd in a clustered category. The brief was to remind people of all the hidden, leading causes of heartburn in everyday foods. With strict brand and asset guidelines and clever copywriting, we took double take to the next level in an updated creative toolkit.
Our ‘hamburger’ visual was so well received we were asked to work up further seasonal imagery to celebrate the hidden heartburn foods at Christmas, Diwali and Easter.
“What started as quite a tricky brief turned into a really fun one as our clever thinking and AI image manipulation really took hold and turned this campaign into a great success.”
Stefan Daniels Account Director
#8 Tinchy Stryder - Goji Cloud 9 Campaign
Beats by Dre had a firm grip on the celebrity rapper headphones scene – until we shook things up. Teaming up with Tinchy Stryder and Currys PC World, we launched a bold new audio brand that challenged the status quo.
Our integrated campaign spanned everything from eye-catching packaging and viral videos to in-store displays and vlogger collaborations. The result? A credible, buzzworthy brand that didn’t just look the part – it delivered on sales too.
“Brand development is a real passion, and it doesn’t get more exciting than creating a brand from scratch with one of the most talented up and coming rappers of the time.”
Matt Green Deputy Creative Director
#7 Lucozade – Take on the Day
In early January there were some fantastic media opportunities with Tesco for mid-late February. A new global design tool kit had been created, but with no time for a shoot, a copy-led campaign was required.
Aimed at families who often need an energy boost to help them battle through their busy lives, we developed a new shopper platform: ‘Take on the Day’. We identified the key milestones of a typically busy day, and this hard-hitting copy helped remind our shoppers that Lucozade was there to help them take it on. The work went live across Tesco.com and in stores early in 2025.
“Working at pace can be exhilarating. Conception to execution in under 6 weeks was testament to a strong partnership with Suntory.”
Josh Hatton Growth Director
#6 ARGOS B.E. - Brand Creation
Personal care is a vast and competitive category, and for Argos, we named & created a distinctive new brand: B.E. (Best Everyday)—a haircare range designed for everyday use.
“The idea was inspired from consumer research groups, and once we had the idea of being at your everyday best, we developed the brand name, visual identity, and a style guide to bring the range to life.”
Jackie Hemmings Client Services Director
#5: Dreams Beds - Revived Launch
When Dreams asked us to launch their new ‘Revived’ mattress range, we dived in with both feet! Made using recycled ocean plastic, Revived offers a way for customers to care for the planet—while they sleep.
The work picked up a Gold Popai Award in its category and a bronze overall.
“It’s always nice to be part of an award winner! The idea of ‘Enhance your home, protect theirs’ gave us a really rich creative platform to educate and engage. Bringing it to life using creatures emerging from mattresses was also really fun”
Matt Green Deputy Creative Director
#4: Voltarol London Marathon partnership
As the Official Pain Partner of the London Marathon Voltarol needed a big idea and stand for Mile 21 of the 2025 London Marathon. To celebrate resilience and diversity at Rainbow Row we created a huge Boombox with DJs, dancers and motivating tunes to encourage runners and gee up the supporting crowd. ‘DO THE VOLT’ became a call to action and celebratory pose that runners and supporters could strike.
“It was one of those eureka moments- “Do The Volt” was inspired by Voltarol’s on-pack mascot and the similarity to sports poses such as The Mobot & The Bolt , as well as a celebrating runner. It was bang-on as a visual shorthand for accomplishment.”
Phil Pawsey Executive Creative Director
#3: Unleash their Potential - Royal Canin
A simple idea. Show the future magnificence of a family pet to new puppy or kitten owners. Royal Canin’s expert nutrition is tailored by breed and lifestage to lay the foundation for a healthy future. The campaign focussed on locking new pet owners into the Royal Canin brand.
“I love it because it was our first piece of work for Royal Canin. It won us the pitch and kick-started a great relationship”
Paul Kent Account Director
#2: Krispy Kreme - Shopper Principles
Krispy Kreme (KK) had a challenge in their supermarket space – many of their 1,200 iconic cabinets were now out of sight from shoppers’ usual shopping journeys and half of all sales is based on impulse.
As their recent appointed shopper agency, Blackdog were commissioned to develop a Playbook to help deliver best-in-class shopper principles. We benchmarked best practice across other categories/brands and then filtered these insights into creating our masterclass in cabinet comms to help KK achieve more stand-out and tempt shoppers to indulge in the delights of doughnuts.
Our final task was to then develop and roll-out KK’s very first price value proposition, where we re-framed the cabinets’ comms to focus on the Original Glazed being available for £1.99 which ran for the first quarter of 2025.
“This was bang-on in the middle of what we call the ‘Retail Trinity’. A brand challenge in the retailer environment through the lens of the shopper. Going global from a UK start, was the cherry on the doughnut”
Josh Hatton Growth Director
#1: Tesco - The 4 Rs
We created Tesco’s platform for plastic reduction in 2019. We wrapped up all the great things Tesco were already doing or about to do in reducing, removing, reusing or recycling plastic as ‘The 4Rs’: a customer-facing platform, which was colour coded to bring clarity to customers.
“We’re proud of this one. It neatly highlights Tesco’s commitment to tackling plastic waste and it’s become part of the DNA of their packaging and comms around the subject.”
Phil Pawsey Executive Creative Director