SIMPLE REMINDER
When people forget the bad times in our history, they need to be reminded. Preferably with a simple symbol.
SCIENCE
method
CULTURAL STRATEGY
Cultural strategy is one of the most efficient marketing methods to anchor brands in human minds. We used deep knowledge of local cultural experience, such as shortage of some fruits in shops during the communist regime, symbolizing its deficiency in contrary to “western freedom and abundance”.
CREATIVITY
idea
TANGERINE OF FREEDOM
Tesco became a part of cultural memory of Slovaks by giving away 200K tangerines on 30th anniversary of Velvet Revolution, to remind people that freedom is never for free.