Sainsbury's "Proudly doing our bit" by Wieden & Kennedy London

Sainsbury's 150th anniversary ad mixes cake, poetry and a 19th-century form of entertainment.

Starting with John James and Mary Ann Sainsbury setting up their first store in London in 1869, the spot segues into the present day, showing a tiered cake and decorations being made by Sainsbury’s workers. Halfway though, it switches from black and white to colour, and the completed cake is revealed to be a zoetrope, a 19th-century spinning device that’s a predecessor to cinema. The work was created by Florence Deary and Ruby Norman-Curran, and directed by Noah Harris through Agile Films.


Creative directors
Executive creative directors
Group account director
Account director
Account manager
Account executive
Communications planning director
Planning director
TV producer
Project director
Creative producers
Design director
Motion/Animation designer
Studio artworker
Studio manager
Production company
Executive producer
Character design and animation
Director of photography
Production designer
Costume designer
Editorial company
VFX company
VFX producer
2D lead
Service production company
Line producer
Mix company
Sound design & mix
CGI production
Post production