This was a reward scheme for the Big Food Group, that included Iceland and Booker. These posters and leaflets were going to be displayed in warehouses so they needed to be bright and colourful. The idea being staff are rewarded for coming up with ideas for improving the workplace.

The Einstein poster was introduced halfway through the campaign to reignite interest; it encourages staff to come up with more ideas, 'take another look' at the scheme. The idea has duality as take another look at the poster… Einstein's face is made up of great inventions/great ideas since 1880.