Safe Love
Make the Safest love during COVID-19
A campaign for Tesco Mobile that helps people stay close during lockdown – by sending extra mobile data to the one they love.
The Challenge
The COVID-19 and lockdowns made dating more difficult, especially for couples living in different cities or countries. Face-to-face dating during a pandemic was not ideal due to the several social distance requirements and health reasons. Due to these reasons, many couples faced serious problems when trying keep their long-distance relationships going. People say the corona virus has broken their new relationships.
The opportunity
Tesco Mobile could help people stay close by giving them a simple way to “be together” at a distance.
Concept
“Buy extra giga for your loved one to keep him/her close – but safe.”
A quiet, modern action on mobile-dating culture – turning extra mobile gigabytes into a symbol of safe, responsible love during lockdown.
Visual Direction
Bold, intimate visuals using closeness as a metaphor for responsible connection. A familiar “safe love” language reinterpreted for a digital-first context.
Tone & message
A warm, light and cheeky tone that reframes “safe love” as responsible digital closeness.
Summary
A creative campaign concept that helps couples stay close during the pandemic through Tesco Mobile. Mobile data becomes a simple, responsible way to connect when physical closeness wasn’t possible.
Client: Tesco Mobile (CZ)
Role: Art Direction | Concept
Type: Social Media | OOH
Year: 2020
DesignTools: Concept development, visual storytelling, digital composing