Sainsbury’s Tu x Stylist

Editorial - Social - Art Direction- Brand Guardian- DRUM

In 2020 Sainsbury Tu wanted to inspire the nation to get dressed with their wellbeing in mind. After a tough start to the year where most people were getting dressed for comfort and concentrating on making their top half look good for Zoom calls, Tu wanted people to be able to start celebrating getting dressed to go out again.

The campaign line being “Dress well. Feel good” our job was to bring this to life in a partnership where we decode why we wear what we do, driving awareness and consideration of Tu’s stylish and quality clothes.

We knew our 35-44 year audience regularly looked to Stylist magazine for the latest style tips, therefore we worked with them to create an experiment using an EEG headset to see whether clothes truly make us feel happy, rather than just look good. We done this by looking at people’s brainwaves to see how Tu clothes made them feel as they tried them on for the first time.

Alongside the experiment was seven articles delving deeper into why we make the clothing choices we do, including three interviews where people discussed how clothes have the power to make them feel good and truly be themselves.

Creative Director: Claire Baker