Jon Matthews writes:

There's a thing on the wall in the basement we all walk past most days and don't even notice.

Every now and again, I point people at it as an example not just of brilliant writing – I wish I'd written it – but of what we and our clients are capable of doing.

It's called Little, Medium, Big and it's worth another read.

Here are two of the lines:

Little can make big things happen

Big can change the world

I got reminded of it again today when I began to realise what will be happening this weekend in Tesco.

We got briefed a few weeks ago on some instore stuff they had in the works. They'd planned to do a collection for Foodbanks, the organisation that hands out food for people who are in real need.

All we really had to do was make their leaflets look a bit better and do an instore poster and a bib for the collectors. And a print ad.

Which is fine, but we thought it might be good to do a little film they could stick on Facebook, so long as it didn't cost much.

But they quite liked what we did and asked us to turn it into a tv spot. Which we did, but we still made sure it didn't cost much.

The stuff's running for the next couple of days. Here's the tv spot:

But that's not the point of this email, really, because they're just ads.

What matters is that in hundreds and hundreds of stores up and down the country this weekend, hundreds of thousands of people will be buying a can or a box or a packet and donating it to people who might otherwise be going hungry. Not because of our ads but because Tesco are making it happen.

It's just a little thing, but because they're so big, it will make a massive difference to lots of people.

(If you want to get an idea of the scale of this beast, see some of the local press coverage here. 

If you're in Tesco this weekend and they're doing a collection, please stick a tin in the bin.

Jon