Marine Stewardship Council

The MSC faced a unique problem promoting their eco-label in conveyor-belt sushi restaurant’s where diners often make decisions without the aid of printed packaging or POS. In collaboration with the chefs at Moshi Moshi, we developed sushi made with edible squid ink QR codes and laser-cut nori forming the distinctive eco-label. Each piece of sushi linked to a mobile site that traced where the fish was caught and featured a short film about how the sushi was made.

The campaign brought the issue of sustainability to the attention of diners and press coverage helped grow awareness of the MSC eco-label far beyond the restaurant.


To support the ‘Joyville’ campaign we created a Cadbury airline that would bring joy to shoppers in airports across the globe.

We transformed the travel retail space using aircraft parts and parachuting chocolate. Shoppers took control of a Joyville Jumbo, and shared their first holiday photo via social media. Flight attendants handed out samples of the latest Cadbury products. The campaign was hugely successful, tapping into shoppers holiday mindset and creating moments of joy in an otherwise grey and mundane airport.

HTC Trainer Tom

We reinvented the way HTC engaged with the trade, cut through all the noise and delivered a game changing trade campaign, for a game changing handset. We grabbed the attention of our RSPs by sending them each a personalised trainer called ‘Tom’ to deliver our message. Created the first-of-it’s-kind video lanyard sales tool and designed an easy to navigated e-learning module.

“Excellent unique tool. Well done HTC for leading the way again” – Barry Watt, RSP.

Creating an army of HTC advocates.

Creating an army of HTC advocates.


We needed to generate awareness of Cîroc ultra premium vodka in Duty Free and compete with the likes of Grey Goose and Champagne brands. In collaboration with British illustrator, Sean Freeman, we created a striking campaign that reflected the weekend millionaire lifestyle of our audience and positioned Cîroc As the icon of “Vivid and Luxury Celebration”

Shopper Centric Design - Our approach

In today’s retail landscape joint value creation is imperative for both retailers and brands. Brands rely on partnerships with retailers and both rely on building sustainable relationships with shoppers, whenever and wherever they shop. Saatchi & Saatchi X capitalises on the best shopper and consumer insights, shopping behavior, retailer operations understanding and market trends to develop ideal shopping experiences that deliver value for the retailer and brand, in-depth category principles, exceptional design and practical implementation.