Francesca Newland chooses St Ivel's tube card buying for Carapelli olive oil.
'Scowling at the sheer horror that is my tube journey home, I was suddenly interrupted by a series of beautifully shot photographs. Every card in my carriage had been bought by St Ivel for Carapelli. Each execution is a photograph of Italian life. Having a carriage full of only one campaign seemed to tidy up the advertising space and the carriage. It gave it a classy, interior design feel. Classy is exactly the right positioning for an olive oil brand.'
Client St Ivel
Medium Tube cards
Media strategy Susi Parr at BMP Solutions in Media
Creative Abbott Mead Vickers BBDO
Brief Raise awareness of the Carapelli brand.
