TSB - "Pride of Britain 2022"

McCann London

McCann London London, United Kingdom

2038

This ad is part of the ACT Responsible Collection

Brand: TSB
Country: United Kingdom

Advertiser: TSB Bank plc

Title	Pride of Britain 2022
Agency	McCann London
Campaign	Pride of Britain 2022
Advertiser	TSB Bank plc
Brand	TSB
Date of First Broadcast/Publication	2022 / 10
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Philosophy	TSB has revealed Britain’s biggest portrait mural in East London to honour this year’s Pride of Britain winner. Created by McCann London - with the support of the7stars, Kinetic and Global Street Art - the mural coincides with the sixth consecutive year of TSB’s partnership with the Pride of Britain Awards. The mural celebrates TSB’s 2022 Community Hero, Michelle Dornelly. A mum of four who’s worked tirelessly to feed and support families within her community. When Michelle realised many of her neighbours in Hackney, East London, were going hungry, she decided to take direct action. In April 2020, Michelle formed the Hackney Food Hub, putting calls out via social media to gather a team of 100 volunteers to help feed the community. With no permanent base, Michelle and the Food Hub team collect and deliver supplies to four different venues across the borough and have currently fed over 100,000 neighbours in need. The mural was developed to celebrate and thank Michelle on behalf of the East London Community and the individuals she’s worked so tirelessly to support. The mural includes a QR code in the design, encouraging passers-by to find out more and provide help to the Hackney Food Hub initiative, whilst simultaneously raising awareness of Michelle’s efforts at a time when many may need support from similar services and offerings as the nation heads into a difficult winter period. The mural was painted by Global Street Art and will be in Tabernacle Street until 6th November and is understood to be the largest portrait mural ever created in the UK. The creative was led by Richard Morgan and Christopher McKee with the mural executed by lead artist Neil Burton. The mural is part of a wider fame driving OOH plan developed by the7stars, with high impact sites across key UK cities with a skew towards Michelle’s home in East London. The OOH activation is supported by a broader cross channel approach demonstrating how TSB celebrates those that have helped their community during the cost-of-living crisis. The7stars also worked with Global to develop a partnership with Heart radio, encouraging listeners to nominate people in their community who have helped others. Winners and their stories are featured during key Heart segments and listeners are encouraged to head down to Tabernacle Street to visit Michelle’s TSB Pride of Britain mural.
Media Type	Outdoor/Out of Home
Media Agency	the7stars
Chief Marketing Officer (CMO)	Emma Springham
Advertising Manager	Keith Gulliver
Advertising Manager	Nicholas Lancaster
Advertising Manager	Emma Beckingsale-Smith
Advertising Manager	Oliver Bett
Chief Creative Officer	Laurence Thomson
Chief Creative Officer	Rob Doubal
Chief Strategy Officer	Theo Izzard-Brown
Creative Director	Richard Morgan
Creative Director	Christopher Mckee
Creative Team	Yann-Gael Cobigo
Creative Team	Thibault Michal
Creative Team	Holly Henderson
Creative Team	Georgia Horrocks
Strategy Director	Emily Ellis-Mitchell
Planner	Flora McKaig
Managing Partner	Tom Ghiden
Business Director	Kate Hindley
Account Director	Vicky Humphries
Account Associate	Milo Draco
Project Manager	Sophie O’Brien
Head of Design	Lisa Carrana
Designer	Aleksi Tammi
Chief Production Officer	Ben Clark
Production Company	Craft London
Senior Producer	Mandeep Kalsi
Artworker	Robbie Maynard
Retoucher	john martin
Planning Director	Lauren Fishwick
Account Planner	Olivia Biddis
Partnerships Lead	Tanzen Barnett
Partnerships Project Manager	Carla Glozier
Agency	Kinetic
Creative Account Director	Hannah Russell
Head of Projects & Operations	Sam O’Connell
Group Business Director	Julia Dobbin
Production	Global Street Art
Producer	Lee Bofkin
Producer	Lalina Patel
Lead Artist	Neil Burton