01.22 - 06.22
01.22 - 06.22
01.22 - 06.22
GREENPEACE
GREENPEACE
GREENPEACE
Art Direction | Campaign Design
Art Direction | Campaign Design
Art Direction | Campaign Design
Introduction
Introduction
Introduction
It needs solutions. It needs change. It needs action.
It needs solutions. It needs change. It needs action.
It needs solutions. It needs change. It needs action.
My Role
My Role
My Role
Campaign Design | Art Direction
I worked on this project end to end, from research and defining problem to product strategy and final dashboard design.
Campaign Design | Art Direction
I worked on this project end to end, from research and defining problem to product strategy and final dashboard design.
Campaign Design | Art Direction
I worked on this project end to end, from research and defining problem to product strategy and final dashboard design.
Sponsor's Brief
Sponsor's Brief
Sponsor's Brief
Greenpeace is a movement of people who are passionate about defending the natural world from destruction. I got an opportunity to work with Greenpeace to create a campaign against TESCO as a part of my Exchange Program in Oxford Brookes, England.
Greenpeace is a movement of people who are passionate about defending the natural world from destruction. I got an opportunity to work with Greenpeace to create a campaign against TESCO as a part of my Exchange Program in Oxford Brookes, England.
Greenpeace is a movement of people who are passionate about defending the natural world from destruction. I got an opportunity to work with Greenpeace to create a campaign against TESCO as a part of my Exchange Program in Oxford Brookes, England.
Greenpeace UK Youtube
Greenpeace UK Youtube
Greenpeace UK Youtube
Secondary Research
Secondary Research
Secondary Research
Tesco Destroys Forests
Tesco Destroys Forests
Tesco Destroys Forests
How do we vilify the UK’s largest supermarket, Tesco, for fueling forest destruction, in a way that pressures them to take action and engages the millions of people who shop there every
week?
How do we vilify the UK’s largest supermarket, Tesco, for fueling forest destruction, in a way that pressures them to take action and engages the millions of people who shop there every
week?
How do we vilify the UK’s largest supermarket, Tesco, for fueling forest destruction, in a way that pressures them to take action and engages the millions of people who shop there every
week?
The Amazon is one of the largest areas of the planet now getting spoiled by humankind. It is important to understand the cycle to Break this vicious cycle of Deforestation and Animal cruelity.
The Amazon is one of the largest areas of the planet now getting spoiled by humankind. It is important to understand the cycle to Break this vicious cycle of Deforestation and Animal cruelity.
The Amazon is one of the largest areas of the planet now getting spoiled by humankind. It is important to understand the cycle to Break this vicious cycle of Deforestation and Animal cruelity.
We’re calling on Tesco to stop putting profit before the planet and end its role in forest destruction for good. It must do this by dropping forest destroyers like JBS and ending sales of factory-farmed meat (reducing its meat sales by half by 2025).
We’re calling on Tesco to stop putting profit before the planet and end its role in forest destruction for good. It must do this by dropping forest destroyers like JBS and ending sales of factory-farmed meat (reducing its meat sales by half by 2025).
We’re calling on Tesco to stop putting profit before the planet and end its role in forest destruction for good. It must do this by dropping forest destroyers like JBS and ending sales of factory-farmed meat (reducing its meat sales by half by 2025).
Deforestation
Deforestation
Deforestation
Forests are cleared out for many purpose, one of the major reason is to grown Soya Plantations.
Forests are cleared out for many purpose, one of the major reason is to grown Soya Plantations.
Forests are cleared out for many purpose, one of the major reason is to grown Soya Plantations.
Soya Plantation
Soya Plantation
Soya Plantation
Soya Plantations are grown by cleaning out forests to feed animals.
Soya Plantations are grown by cleaning out forests to feed animals.
Soya Plantations are grown by cleaning out forests to feed animals.
Soya-fed animals
Soya-fed animals
Soya-fed animals
These factory farmed animals are packed into cramped spaces with overuse off antiboitics to increase resistance. these animals are fed Soya and grown to then be cut and sent to bog factories.
These factory farmed animals are packed into cramped spaces with overuse off antiboitics to increase resistance. these animals are fed Soya and grown to then be cut and sent to bog factories.
These factory farmed animals are packed into cramped spaces with overuse off antiboitics to increase resistance. these animals are fed Soya and grown to then be cut and sent to bog factories.
Industrial Meat
Industrial Meat
Industrial Meat
This meat is then marketed as organic in Tesco and is sold to you. Meat on your plate is a Peice of Forest.
This meat is then marketed as organic in Tesco and is sold to you. Meat on your plate is a Peice of Forest.
This meat is then marketed as organic in Tesco and is sold to you. Meat on your plate is a Peice of Forest.
Secondary Research
Secondary Research
Secondary Research
Break the chain, Stop the cycle.
Break the chain,
Stop the cycle.
Break the chain,
Stop the cycle.
The campaign wants to reach people who shop regularly at Tesco 20M people, largely representative of the UK population, specifically the ‘flexitarian’ group of young families and millennials. They may not take action with us, but we want to raise their awareness of the issue that may drive behavior change in Tesco.
The campaign wants to reach people who shop regularly at Tesco 20M people, largely representative of the UK population, specifically the ‘flexitarian’ group of young families and millennials. They may not take action with us, but we want to raise their awareness of the issue that may drive behavior change in Tesco.
The campaign wants to reach people who shop regularly at Tesco 20M people, largely representative of the UK population, specifically the ‘flexitarian’ group of young families and millennials. They may not take action with us, but we want to raise their awareness of the issue that may drive behavior change in Tesco.
Call to Action
CTA or Call To Action is to prompt an immediate response or encourage the target audience to get more clued up / speak to friends/family / support the call for Tesco to drop suppliers.
Call to Action
CTA or Call To Action is to prompt an immediate response or encourage the target audience to get more clued up / speak to friends/family / support the call for Tesco to drop suppliers.
Brand Attack
Guerilla-style activities, ideas for subvertising and attacking the brand, to be carried out by trained activists to capture public attention and engagement.
Brand Attack
Guerilla-style activities, ideas for subvertising and attacking the brand, to be carried out by trained activists to capture public attention and engagement.
Brand look & feel Toolkit
Brand look & feel Toolkit
Brand look & feel Toolkit
A Global Movement, Simple toolkit
A Global Movement,
Simple toolkit
A Global Movement,
Simple toolkit
Greenpeace have a staggering ability to mobilise people across the world to make noise. The campaign toolkit encouraged this, offering design assets to pick up and proactively adopt by teams from Tokyo to Tunbridge Wells. We were blown away by what they did with it.
Greenpeace have a staggering ability to mobilise people across the world to make noise. The campaign toolkit encouraged this, offering design assets to pick up and proactively adopt by teams from Tokyo to Tunbridge Wells. We were blown away by what they did with it.
Greenpeace have a staggering ability to mobilise people across the world to make noise. The campaign toolkit encouraged this, offering design assets to pick up and proactively adopt by teams from Tokyo to Tunbridge Wells. We were blown away by what they did with it.
Main Campaign:
Main Campaign:
Main Tagline
Main Tagline
Main Tagline
A piece of the Amazon on your plate.
A piece of the Amazon on your plate.
A piece of the Amazon on your plate.
Secondary Tagline
Secondary Tagline
Secondary Tagline
Say NO to Amazon destroyers.
Say NO to Amazon destroyers.
Say NO to Amazon destroyers.
POPPINS
POPPINS
POPPINS
Logo of Greenpeace is kept in the corner.
Logo of Greenpeace is kept in the corner.
Logo of Greenpeace is kept in the corner.
Red Dot, following the visual language of the brand Tesco. The iconic Red Dot of Tesco is used all through out the posters..
Red Dot, following the visual language of the brand Tesco. The iconic Red Dot of Tesco is used all through out the posters..
Red Dot, following the visual language of the brand Tesco. The iconic Red Dot of Tesco is used all through out the posters..
This Tagline envokes a sense of guilt in the consumers for buying a meat from Tesco and conteibuting to the deforestation.
This Tagline envokes a sense of guilt in the consumers for buying a meat from Tesco and conteibuting to the deforestation.
This Tagline envokes a sense of guilt in the consumers for buying a meat from Tesco and conteibuting to the deforestation.
Brand Attack Campaign:
Brand Attack Campaign:
Main Tagline
Main Tagline
Main Tagline
Break the Chain
Break the Chain
Break the Chain
POPPINS
POPPINS
POPPINS
Using the Tagline ‘Break the Chain’, the message to stop the destruction of forest by not buying factory farmed meat from Tesco.
Using the Tagline ‘Break the Chain’, the message to stop the destruction of forest by not buying factory farmed meat from Tesco.
Using the Tagline ‘Break the Chain’, the message to stop the destruction of forest by not buying factory farmed meat from Tesco.
Following the Tesco Colours to convey the mesage indirectly to the audience.
Following the Tesco Colours to convey the mesage indirectly to the audience.
Following the Tesco Colours to convey the mesage indirectly to the audience.
Another part of the campaign incorporated stencil-style typography inspired by spray-painted street art, reinforcing the campaign's social and urban context.
Another part of the campaign incorporated stencil-style typography inspired by spray-painted street art, reinforcing the campaign's social and urban context.
Another part of the campaign incorporated stencil-style typography inspired by spray-painted street art, reinforcing the campaign's social and urban context.
Putting pressure on Giants
Putting pressure on Giants
Putting pressure on Giants
Going for the Goliath
Going for the Goliath
Going for the Goliath
The Tesco is the UK’s largest supermarket, which means funding the destruction of the Amazon and other regions of Brazil, by buying chicken and pork from JBS subsidiaries.
The Tesco is the UK’s largest supermarket, which means funding the destruction of the Amazon and other regions of Brazil, by buying chicken and pork from JBS subsidiaries.
The Tesco is the UK’s largest supermarket, which means funding the destruction of the Amazon and other regions of Brazil, by buying chicken and pork from JBS subsidiaries.
Greenpeace knew that if they could bring Tesco to the table on the factory-farmed meat, it could push the agenda for industrial meat. For this Greenpeace calls the general public to action through social media engagement, get more clued up / speak to friends/family / support the call for Tesco to drop suppliers.
Greenpeace knew that if they could bring Tesco to the table on the factory-farmed meat, it could push the agenda for industrial meat. For this Greenpeace calls the general public to action through social media engagement, get more clued up / speak to friends/family / support the call for Tesco to drop suppliers.
Greenpeace knew that if they could bring Tesco to the table on the factory-farmed meat, it could push the agenda for industrial meat. For this Greenpeace calls the general public to action through social media engagement, get more clued up / speak to friends/family / support the call for Tesco to drop suppliers.
Love this project as much as I do?
Love this project as much as I do?
Love this project as much as I do?
Shivali Meenakshi Murali © 2026
Shivali MM © 2025
Shivali Meenakshi Murali © 2026