Brief: RSA 2010 // The Resourceful Supermarket.
To produce a campaign for British supermarkets that promotes their positive involvement in the local community. The recent financial climate
has meant that supermarkets have entered a price war, portraying them as unthoughtful, and greedy companies. This has resulted in a lack of
trust from the community who instead are turning to shops which offer a more ethical, honest and community concerned solution. 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.

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 and sparks a sense of action, collaboration and friendship
whilst using 'on trend' digital platforms and new social networking capabilities .

Video visualisation of the wall:

Visualisation of The Big Community Wall in the day.



Visualisation of The Big Community Wall at night.

 

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.e. below, potential logos for (L-R) Tesco, Waitrose, Sainsbury's and Morissons.

 

The community can find out more about The Big Community Wall on the website linked to each supermarket's website. On the website, the community
can watch a live view of 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.

Visualisation of a potential online hub for The Big Community Wall project. The colours and typefaces have been chosen to give a sense of
positivity, friendliness and honesty. The handrawn style typeface particularly gives a 'human' voice to the supermarkets who in today's climate are
most commonly labelled greedy and consumerist.

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