M&S Plan A

Concept and creative direction for animated films: The creation of the world’s most acclaimed CSR programme, from positioning and logo design to communications roll-out through stores. M&S made a profit of £50m from Plan A in the year to March 31 2010, compared with the £40m cost it expected to incur delivering the plan through marketing, branding, internal comms and infrastructure such as the anaerobic digester featured in the digital animation.