The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 26 November 2004 12:00AM
ONE TO LOOK OUT FOR - GORDON'S GIN - BREEZE
Client: Mark Sandys, marketing manager, Gordon's Gin
Brief: Demonstrate the fact that Gordon's is a clear drink with a
Creative agency: Bartle Bogle Hegarty
Copywriters: Dave Monk, Matt Weller
Art directors: Dave Monk, Matt Weller
Planner: Gwen Raillard
Media agency: Carat
Media planner: Sue McGrath
Production company: Passion Pictures
Director: John Robertson
Editor: John Robertson
Audio post-production: Wave
Exposure: National TV
THE LOWDOWN Diageo is using a painting-by-numbers-themed television campaign to help cement the market-leading position of its Gordon's Gin brand in the UK.
Gordon's saw its share of the UK gin market grow nine points to 40.2 per cent in the year to September - three times the percentage growth of the overall drinks market, according to ACNielsen figures.
The new ad, by Bartle Bogle Hegarty, aims to capitalise on the Christmas period, which accounts for 30 per cent of Gordon's annual sales. It will run well into next year.
The commercial, produced and directed by Passion Pictures' John Robertson, is set in a landscape constructed entirely from painting-by-number scenes, animated to the psychedelic strains of the track Pictures of Matchstick Men by Status Quo. Numbers, which represent the brand's ingredients, detach themselves from their natural environment and float into a glass of G&T, communicating the colourful flavour of the drink.
BRYLCREEM - NAKED
Clients: Julie Baker, marketing director, and Andy Rawle, senior brand
Brief: Reinforce Brylcreem's uniquely male "Original British Style"
Creative agency: WCRS
Copywriter: Andy Brittain
Art director: Yu Kung
Planner: Debbie Klein
Media agency: ZenithOptimedia
Media planner: Richard Oldfield
Production company: Epoch Large
Director: Matt Aselton
Editor: Paul Watts
Audio post-production: 750mph
Brylcreem is putting ú1.1 million behind a risque cinema ad to increase sales among its core 16- to 24-year-old male audience.
The 30-second spot, by WCRS, for the Sara Lee-owned brand shows men in a series of eyewatering situations wearing nothing but Brylcreem. One is a butcher, chopping up a string of sausages with a large, sharp knife. Another is riding a bicycle naked. However, people who see them don't notice their state of undress because they've got such great hair. The campaign's strapline is: "All you need is Brylcreem." The ads will appear around forthcoming features including After the Sunset and The Manchurian Candidate.
AQUAFRESH - SENSORY ZONES
Project: Aquafresh Sensory range
Client: Harriet Whiting, brand manager, GlaxoSmithKline
Brief: Launch Aquafresh's Sensory range of toothpaste
Creative agencies: Michaelides & Bednash, Antidote
Copywriter: Tim Ashton
Art directors: Chris Wigan, Oliver Davies
Planners: Paul O'Neill, James Clent
Media agencies: Michaelides & Bednash, MediaCom
Media planners: Paul O'Neill, James Clent, Clay Gill, Rob Sawyer
Exposure: Bus stops and poster sites in Manchester
Manchester commuters who suddenly find themselves in visually assaulting "sensory zones" instead of at their usual bus stop should have no cause for concern - the op-art redecoration of bus stops around the city is part of a through-the-line campaign for Aquafresh devised by Michaelides & Bednash and Antidote.
Twenty "zones" have been created in three colours to reflect the new range of invigorating Aquafresh flavours. The "wakey wakey", "refresh" and "revive" zones, supported by a series of six-sheet posters across Manchester, form part of a ú4.3 million marketing push by GlaxoSmithKline for its new toothpaste lines. A TV campaign for the brand, created by Grey, is already on air and in-store activity, sampling and a targeted consumer PR campaign are included in the marketing spend.
LOOT - RELAUNCH
Project: Loot relaunch
Client: Jo Earl, marketing director, Loot
Brief: Support the Loot relaunch activity and articulate the new
offering, driving advertising sales
Creative agency: Liquid Communications
Copywriter: Jamie Fleming
Art director: Steve Bewick
Planners: Olly Raeburn, Chris Friend
Exposure: 95,000 mailing
Faced with stiff competition from eBay, Loot is relaunching in a bid to boost its weekly circulation of 147,000. Liquid Communications is promoting the relaunch with a direct marketing campaign to raise awareness of Loot's revised print and online products.
The campaign targets four audiences: new customers; lapsed customers; higher-value regular users and customers who rarely use a specific Loot category.
A simple fold-out pack, sent to 95,000 contacts, features graphic representations of different items that might be found in the newspaper or on its website.
Liquid's DM work complements taxi, bus, poster and press work created by Bloom, and a relaunch e-mail message to 350,000 contacts.
MARMALADE - CORNERSHOP
Client: Sacha Spencer Trace, editor, Marmalade
Brief: Drive subscriptions to Marmalade magazine
Creative agency: HHCL/Red Cell
Copywriters: Saskia Burrowes, Blainey
Art directors: Saskia Burrowes, Blainey
Planner: Alex Best
Illustrator: Mr Bingo
Exposure: Marmalade (international)
The niche style magazine Marmalade, from Hotbed Publishing, claims an international circulation of 45,000 in cities including London, New York, Rome, Milan, Paris and Tokyo. However, it is aiming to boost this number by turning casual readers who buy it at newsagents into full subscribers.
HHCL/Red Cell has created two full-page ads showing cut-out sketches of items available in the average high-street corner shop, so those casual readers will not feel they are missing out on anything.
The pages, which were designed by the animator Mr Bingo, will run in the revamped December issue and feature such items as penny chews, copies of Campaign, Design Week and the Daily Mail, and (presumably) over-priced and out-of-date yoghurts.
WAITROSE - CHRISTMAS CAMPAIGN
Project: Waitrose Christmas campaign
Client: Amanda Bindon, head of marketing, Waitrose
Brief: Demonstrate the superior quality of the Waitrose Christmas
Creative agency: HOW
Copywriter: Chris O'Shea
Art director: Ken Hoggins
Planner: Andy Nairn
Media agency: Brand Connection
Media planner: Rob Bellass
Production company: Nice Shirt Films
Director: Stuart Douglas
Editor: Jonathan Scarlett
Post-production: Tom Sparks
Audio post-production: Jungle
Exposure: National TV, cinema
In September this year, Waitrose split its ú9 million ad account between Clemmow Hornby Inge and HOW, the start-up formed by Ken Hoggins and Chris O'Shea after their departure from Banks Hoggins O'Shea/FCB.
The Waitrose Christmas campaign is the first to come from HOW following its appointment. Taking a different approach from previous advertising, the two 30-second spots focus on supplier relationships, illustrating how farmers, growers and suppliers work together to create the perfect family Christmas.
The spots follow in a long line of beautifully art-directed Waitrose work. Set to the Bill Withers' track Lovely Day, nine suppliers are shown in their daily working life producing everything from sherry to sprouts.
This year, Waitrose boosted its market share from 3.2 per cent to 3.6 per cent following new store openings.
VAUXHALL - NEW TIGRA
Project: New Vauxhall Tigra
Client: Peter Hope, integrated marketing manager, Vauxhall
Brief: Launch the new Tigra
Creative agency: Lowe
Copywriter: Simon Brotherson
Art director: Steve Paskin
Planner: Simon Cotterrell
Media agency: Initiative
Media planner: Steve Pople
Production company: Smith and Jones
Director: Ulf Johansson
Yet another player in the competitive female-targeted small car sector, the new Tigra is running a cinema campaign alongside the new Bridget Jones film.
In what we are led to believe is a driving test, a young woman performs a series of manoeuvres in her new Tigra. As the ad - by Lowe - progresses, her male passenger's behaviour becomes more aggravating. The girl races back to the test centre where she informs him he has failed her test - he's going to have to find another date. The ad ends with the line: "Two seats. Use them wisely."
ENERGY SAVING TRUST - LOOK FOR THE LOGO
Project: Look for the logo
Client: Jasper Bell, new-media manager, Energy Saving Trust
Brief: Increase public awareness of energy efficiency in domestic
Creative agency: Dare
Producer: Keiron Matthews
Planner: Rebecca MacKenzie
Media agency: i-level
Media planner: Alex Miller
Exposure: Websites, including Channel 4 Homes, UK Style and Ciao
In the UK, around 28 per cent of all CO2 emissions come from the energy used to run homes. The Energy Saving Trust's digital campaign aims to encourage homeowners to buy white goods labelled with the energy efficient logo.
The campaign features a homepage takeover execution that spins the content around like a washing machine drum. There are also banners and skyscrapers where dishwasher and fridge doors swing open to reveal how much energy the appliances can waste. The ads target consumers searching for white goods online and will appear on web pages where the products are available.
VOTE NO - POOL
Client: Alex Hickman, chief executive, Vote No
Brief: Raise awareness of the European constitution and make a case to
the public for voting against it in a referendum
Creative agency: WCRS
Copywriters: Jo Davies, Iskra Tsaneva
Art directors: Jo Davis, Iskra Tsaneva
Planner: Liz Steadman
Media: Carlton Screen Advertising
Production company: The fink tank
Director: Dan Cohen
Editor: Steve Beard, Boomerang
Post-production: The Moving Picture Company
Exposure: Selected London cinemas
Vote No is an initiative set up by some of Britain's business leaders to stop the proposed European Union constitution, and the campaign's cinema ad is a worthy bid at explaining an issue that leaves many people cold.
The 40-second low-budget commercial features a young man, looking uncannily like a young Bob Geldof (himself the star of a "keep the pound" campaign), talking to camera in a bare room with a pool table. First, he pushes a white cue ball, representing the voter, against a red, representing the Government. So far, so good. But what would happen, he asks, under the new EU constitution? Again, he hits the white against the red ball, but this time the red hits a supersized black ball - the EU - that stops it in its path. The endline reads: "Say yes to Europe. No to the EU constitution."
This article was first published on campaignlive.co.uk
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