Ocado launched a new campaign with a catchy strap-line and jingle. I was called in by St. Luke's, their ad agency, as lead designer, to explore how this would express itself in print, online and social media. The team and I generated hundreds of ads, in almost as many different formats. We always felt that their van was the single most recognisable asset, and that it should appear, wherever possible, in place of just the regular logo. The client agreed and the work was passed down to other agencies for them to adopt our look and feel.
We produced multiple campaigns, across a variety of media. One of the most striking was these massive bus wraps. Although the end results look simple, like with many things, this required a huge amount of work to get right, including almost daily discussion with the various producers and printers involved. One of the main issues was trying to ensure that key parts of the superimposed image would not disappear when placed over parts of the bus that could not be covered (like windows, wheels, and emergency apparatus). It was a journey in itself, finding out exactly what percentage of windows can be covered in graphics, then working out the very best way to utilise that.
"I can wholeheartedly say, there’s no one I’ve ever worked with that I can trust like Tod Butler. I’m always instantly reassured when I know he’s on a project with me. Tod is so methodical, calm and rational, it’s like having a second producer on the job. More often than not, Tod will have prepared something before you even have to mention it."
Georgie Moran
Head of Creative Producers, St. Luke's
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Head of Creative Producers, St. Luke's
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After the dust settled on our initial work, I was tasked with looking at alternative layouts, that would work across the key messages of good value, convenient delivery slots, exclusive deals and wide range. The idea was for it to form an easily-identifiable house style as the brand communications progressed into their next phase. For a few weeks I explored hundreds of different layouts, looking at ways to present products, deals, and headlines, while keeping the Ocado delivery van as an intrinsic and integral part of the design.
