Tiger Trust ‘Barcode’

Shortly after I arrived at Leo Burnett, we were invited to pitch for Esso Pricewatch.

I had the idea to take the face of Esso, the tiger, and to combine it with a symbol of price, the barcode.

We took this idea to the board of Esso but were unsuccessful in winning the business.

I didn’t want to waste this powerful image and so I researched animal charities.

The Tiger Trust were thrilled with the idea and, by pulling favours with media owners, we ran a print and outdoor campaign.

The idea won a Cannes Silver Lion.