Sainsbury’s kicked off a major shift in strategy with a joyful film starring people dancing in their kitchens.

The spot, “Food dancing”, is the first since Sainsbury’s moved its ad account out of Abbott Mead Vickers BBDO and into Wieden & Kennedy after 35 years.
I joined AnalogFolk in December – helping them with the digital delivery:
From rich media banners to UGC supercuts and everything in between.

We also created a set of GIFs packed full of LOLs – launching Sainsbury’s first ever Giphy page (getting a whopping 16.8 million views in the first 11 days) – what’s not to love?

And as a juicy cherry on the pie of social whatnots  #FoodDancing also featured as No.1 on Twitter’s list of ‘Creative wins on Twitter in January’ for the campaign strategy as a whole and our Twitter Moment.