Tesco’s biggest ever fundraiser

Tesco Plc

The brief

Tesco asked us to create the branding for its biggest ever fundraiser, Dance Beats, to help raise money for its charity partners – Cancer Research UK, the British Heart Foundation and Diabetes UK.

The identity had to be energetic, motivational, and flexible enough to be used across all channels.

What we delivered

We developed a bold event identity forged from the master colours of the three charity partners. Celebratory in style, it captures the spirit of carnival / summer festivals – encapsulating the energy and motion of dance itself.

We also went on to create a campaign for the Tesco head office launch event for colleagues, which included sourcing a choreographer and planning a photoshoot.

In addition, we created the look & feel for the regional Dance Beats tour in stores across the country and for a (successful) Guinness World Records attempt at Wembley Stadium – for the longest dance marathon relay. Our work encompassed everything from designing environmental graphics, to t-shirts and make-up stencils, as well as copywriting. We advised Tesco’s event activation agency throughout the process, to ensure all planned activation successfully translated the event branding, used it to maximum effect and created maximum impact.

And of course, the Sherlock team danced the night away at Wembley to round off this fantastic project!

You can watch a video showing our Dance Beats branding come to life as the Dance Beats Super Group perform, by clicking here.

What the client said

“Sherlock did a great job at creating a fun and vibrant identity for our biggest ever fundraiser. Using the charity colours as the main focal point for the logo helped customers and colleagues really engage with the brand and stand out”, Millie Johnston, Campaigns Project Manager



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    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

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