Brief: RSA 2010 The Resourceful Supermarket. Produce a campaign for British supermarkets that promotes their positive involvement in the local community. The solution should advocate positive relationships between the core parties in the community - the supermarket itself, the suppliers and the customers in an attempt to rebuild trust and allegiance post-recession.

Rationale: The recent financial climate has meant that supermarkets have entered a price war, portraying them as unthoughtful, cold-blooded and greedy companies.

Solution: An interactive digital wall projected at supermarket sites which displays photos uploaded by the community via Twitter
SMS and email. The digital wall offers a live view of what’s happening in the community from all 3 perspectives (the supermarket, the suppliers and the customers)
and sparks a sense of action, collaboration and friendship whilst using ‘on trend’ digital platforms and new social networking capabilities.

The Big Community Wall Visualisation from Rachel Wells on Vimeo.

The Big Community Wall is an idea that can be transfered to any British supermarket and is not just restricted to Tesco. The logo can be changed 
in terms of colour scheme to match the appropriate supermarket. I designed a hand-crafted logo to create an accessible and friendly feel.

The community can find out more about The Big Community Wall on the website which is also linked to each supermarket’s website. Online, users can log on and view their local wall via webcam, submit photos for their local wall and find out information about the different ways the particular supermarket is working to create a positive impact in the community.

All content © copyright Rachel Wells 2011. All rights reserved.