Tesco has recently put on sale a range of patches in different shades of ‘skin‘ colors to make the whole British population feel comfortable.
It all came about by chance on social media when an employee of the well-known supermarket noticed a tweet in which a person was talking about the emotional impact of wearing a patch in a color that finally matched their skin.

From a banal tweet was born the Tesco’s campaign: “About bloody time” created by Bartle Bogle Hegarty, which with three different shades, “light, medium and dark“, launched an invitation to other competitors and colleagues to better represent the multi-ethnicity of the British population.

A strong and bold campaign of great visual impact, difficult to ignore, but above all complicated to achieve. The artistic director and the photographer spent a lot of time casting. They were looking for someone who not only had a right and beautiful skin tone but who would allow the patch to be highlighted, without the help of post-production or photoshop effects.

The campaign doesn’t even show the whole body. It wants to focus more on the lines and curves of the body, its natural shadows, lights, and bone structure, preferring an approach that we could call sculptural.

Tesco will also launch its campaign in both print and digital media and will be featured in the Evening Standard and Metro newspapers in the coming weeks.