Outdoor advertising
2026
02 Graphic design / Outdoor advertising
TM Pick n Pay / Zimbabwe
The whole billboard became the shopping bag.
Role
DesignerContext
Agency project / Jericho AdvertisingTeam
Jericho AdvertisingDiscipline
Graphic designA nationwide billboard campaign for TM Pick n Pay, turning a familiar brown shopping bag into a simple, oversized expression of “Real Value Always.”
01Outdoor concept development
02Art direction
03Image composition
04Typography and hierarchy
05Production adaptation
01 / Campaign context
“Real Value Always” already had strong outdoor equity. The 2023 execution relied on clear branding and restraint; the 2025 billboard used a more elaborate 3D wordmark and flying products. These are campaign references—not designs I claim as my own.
02 / The selected idea
Rather than placing a bag on the billboard, I made the entire billboard the bag. Its kraft-paper texture, oversized handle and abundance of familiar products turn an everyday shopping object into the campaign’s central message.
03 / Alternative routes
Agency review called for multiple directions. Alongside the bag concept, I explored a digital-service story built around Click n Collect and a dimensional treatment that evolved the earlier wordmark-led campaign. The first route remained the clearest.
04 / Format system
The hierarchy stays recognisable as the campaign moves from long landscape boards to tall portrait formats. Live-site photographs will replace these mock-ups when the final selection is ready.
Outdoor principles / final system
01 / The challenge
The campaign had to follow two established “Real Value Always” billboards: a deliberately simple brand-led execution in 2023 and a more elaborate 3D wordmark in 2025. The new idea needed to feel just as immediate without repeating either approach.
02 / The idea
I visualised value as a familiar TM Pick n Pay brown shopping bag filled with everyday products, then allowed that bag to become the billboard itself. The object, the product abundance and the payoff line can be understood in a single glance.
03 / The outcome
My first direction was selected during the first client review. It was adapted across more than 25 production formats for a nationwide rollout beginning in March 2026—an especially meaningful moment on a brand of this scale.
Project credit
TM Pick n Pay “Real Value Always” billboard concept and execution designed by Denzel Maupa at Jericho Advertising. Earlier campaign references are shown only to explain the creative context.