We helped Sainsbury’s make an epic zoetrope cake to celebrate its 150th anniversary as part of the recently launched ‘Proudly Doing Our Bit’ campaign.

A 60″ TVC leads the campaign and follows the creation of a cake that embodies the supermarket’s values and heritage over the last 150 years. Each tier represents contributions from Sainsbury’s colleagues, from the opening of the very first store on Drury Lane to more recent initiatives like the retailer’s 20-year partnership with Comic Relief, which has raised over £130 million.

A combination of model making, 3D printing and traditional sugar craft artistry were combined to create the cake, which uses a zoetrope technique to give the illusion of an animated moving image. The zoetrope technique was one of the earliest forms of animation, invented in the early 1800s and still popular at the time of Sainsbury’s founding in 1869. The top tier of the cake was created by Californian pastry chef, Claire Ptak, who baked the wedding cake for Prince Harry and Meghan Markle in 2018.

The film was directed by Noah Harris via Agile Films.

Dan Norris and Ray Shaughnessy, Creative Directors at W+K London, said: “Making Sainsbury’s history come to life via the medium of a zoetrope cake was quite the challenge (massive understatement), but it truly is fitting of such a big birthday. Lucky we had Noah on board; the team couldn’t be prouder of the work.”

TK Maxx has launched a musical extravaganza to encourage shoppers to ‘TK Maxx The Right Way’, designed to help customers get the most out of the labels-for-less retailer.

Mention TK Maxx in conversation and you’ll quickly come across a lot of people who feel very strongly about the retailer. Some shoppers feel the store is time consuming, overwhelming even, but on the flip side you’ll find loads of TK Maxx lovers who ‘get it’ and are positively evangelical about the store’s treasure hunt experience and big brand bargains.

The spot, directed by Gary Freedman via Independent Films, shows shoppers who are ‘TK Maxxing wrong’ being converted by brand evangelists, delivering handy tips on how to ‘TK Maxx The Right Way’ through song. In this musical-inspired production, we enter the wonderful, colourful world of Ridiculous Possibilities, ending with a delightful chorus number and the advice that bargains are available to all when you ‘TK Maxx The Right Way’.