Tesco Ireland greeted Dubliners one by one through a copywriter-run billboard

Charlemont Square is a new Dublin development with heavy footfall, but its new Tesco Express was a little hard to find. The store needed the neighbourhood to know exactly where it was — without boring them.

BBH Dublin took a traditional 48-sheet poster site and projected onto it, with a copywriter manning the keyboard sending bespoke, personally tailored messages to unsuspecting passers-by, each pointing to the store nearby. The site also championed other local businesses such as pubs and takeaways. Creatives: Sam Caren, Aubrey O'Connell, David Kee; production by Algorithm.

The material reports no metrics; the site turned a wayfinding problem into a human-scale running stunt that positioned the store as part of the neighbourhood rather than a parachute-in.

Tesco opened a new store at Charlemont Square, a new development in a historic, high-footfall part of Dublin — and it was tucked away. So instead of another directional poster, Tesco Ireland and BBH Dublin built a piece of media that could talk to the neighbourhood one person at a time.

The format: a traditional 48-sheet billboard transformed with a projector, and a copywriter live at the keyboard. Bespoke messages — personally tailored to whoever was walking past — appeared on the site in real time, each one pointing the way to the nearby Tesco Express.

The site did more than direct traffic: it championed local pubs and takeaways, acknowledging their place in the community. 'Just because something is functional and hard working doesn't mean it has to be boring,' said BBH Dublin creative lead Sam Caren.

Live human typing makes an out-of-home site feel one-to-one — something passers-by do not expect.

Saluting local pubs and takeaways tied the new store into the community instead of dropping it in.

One poster site plus a projector is endlessly repeatable: a single installation, unlimited bespoke messages.

A functional brief — we're hard to find — earns attention when the medium talks to one person at a time instead of everyone.

The store opened at Charlemont Square with the projected messages announcing its location; the material records no sales data.