The Work: New Campaigns - UK, Friday, 01 April 2005 04:12PM

ONE TO LOOK OUT FOR - Wall's - Magnum five senses

Project: Magnum five senses

Client: Oliver Rudgard, senior brand manager, Wall's

Brief: Launch the Magnum five senses limited edition

Creative agency: McCann Erickson

Writer: Martyn Smith

Art director: Mark Hurst

Planner: David Hook

Media agency: Carat

Media planner: Stuart Butler

Production company: Quad Films, Paris

Director: Bruno Aveillan

Editor: Fred Olzack

Post-production: Wizz

Audio post-production: Noise Box, Tape Gallery

Exposure: Pan-European TV

THE LOWDOWN McCann Erickson's latest spot for the Wall's Magnum brand has taken a sexy approach reminiscent of Bartle Bogle Hegarty's iconic work for Haagen-Dazs to back the launch of limited-edition ice-creams with a five senses theme.

The TV campaign, which will run across Europe, plays on the five senses and is composed of tightly cropped and cut scenes of gooey licking, stroking, nuzzling and sucking. A whispered voiceover and a breathy soundtrack add to the sexual overtones.

The ú6.5 million "senses" campaign succeeds the promotion of the Wall's "Seven deadly sins" limited-edition Magnum range last year. It is a key campaign for the ice-cream maker's Unilever parent; Magnum suffered a UK sales decline of almost 20 per cent last year. This was partially attributable to the poor weather last summer, with the ice-cream category as a whole suffering a 10 per cent sales decline.


Project: BBC Digital

Client: Amanda McGregor, head of marketing, BBC Digital

Brief: Build the uptake of digital TV by promoting the full range of the

BBC's digital offering

Creative agency: DFGW

Writer: Brendan Wilkins

Art director: Brendan Wilkins

Planner: Nick Southgate

Production companies: BBC Broadcast, Aardman

Director: Luis Cook

Post-production: Framestore CFC

Audio post-production: Wave

Exposure: BBC TV


Martin, an anti-digital student, is the latest character to join DFGW's animated family to push the BBC's six digital TV channels. The new character is an awkward teenager who resents his parents for "joining the digital movement", and is cast as the antithesis of what the BBC hopes is the more reasoned reaction to digital TV.

Two new spots promote the BBC's additional channels: BBC3 and BBC4, BBC News 24, BBC Parliament and the children's channels CBeebies and CBBC. They are funded by ú150 million-a-year of licence-fee money.

A government-ordered independent review, published in October 2004, slammed BBC3 and BBC4 as "poor value for money". Separately, however, Ofcom says the BBC's digital presence has contributed to digital take-up, which now reaches almost 60 per cent of UK households.


Project name: Jump squad

Clients: Andy Tidy, managing director; Clare Burns, marketing manager,

Club 18-30

Brief: Shift perceptions of the Club 18-30 brand to the ultimate party


Creative agency: Saatchi & Saatchi

Writers: Dave Henderson, Richard Denney

Art directors: Richard Denney, Dave Henderson

Planner: Leigh Park

Media agency: BLM

Media planner: Tristan Brooks

Production company: Hungry Man

Director: Owen Harris

Editor: Ben Stephens, The Whitehouse

Post-production: The Mill

Audio post-production: Wave

Exposure: Cinema, national magazines</Paragraph[xyz]


Moving away from a focus on sun, sex and sangria, the new campaign for Club 18-30 aims to drag the brand into altogether more sophisticated territory.

Created by Saatchi & Saatchi, a new line of cinema and print ads focus on the idea of "being on the list". The cinema spot focuses on the story of a man about to throw himself off a building. A detective, Jack Hammer, disastrously fails to stop him and the endline reads: "Jack Hammer. Not on the list." Viewers are then directed to a website ( where they can get tickets to parties and VIP passes to various clubs.

The shift in strategy coincides with mounting pressure on tour operators to do more to discourage alcohol abuse and to reduce antisocial behaviour. Club 18-30 is looking to target a more discerning audience and is aiming to distance itself from its bar-crawling, binge-drinking image. The company hopes the campaign, which represents a marketing spend of ú1.5 million, will boost sales of its holidays by around 10 per cent this year.


Project name: Choose your own London

Client: Martine Ainsworth-Wells, marketing director, Visit London

Brief: Attract visitors to London this spring

Creative agency: Iris

Writer: Guy Ordway

Art director: Grant Hunter

Planners: Grant Hunter, Guy Ordway

Media agency: OMD

Media planner: Joachim Medalen

Photographer: Martin Brent

Exposure: Posters (UK); press (Ireland, France, Germany); radio


Apparently, London wants more tourists, although anyone who grinds their way to work on the Tube in the morning could be forgiven for thinking we've already got enough, thank you very much.

Last year, 27.5 million visitors brought ú12.8 billion to the capital - figures that Visit London, the government-backed body responsible for driving tourists to the capital, wants to improve on in 2005.

A new press, print and radio campaign running across the UK and Europe aims to show that London is a different city every day, although the lack of beach means its impression of Rio de Janeiro is, frankly, poor.

The ads emphasise London life, and focus on activities including markets, fringe theatre and tourist-friendly events occurring throughout spring 2005.


Project: Aim higher

Client: Jo Cole, senior campaign manager, COI Communications

Brief: Encourage pre-GCSE teens into higher education, with particular

emphasis on children with no history of higher education within their


Creative agency: Draft London

Writer: Drew Forsyth

Art director: Jake Rusznyak

Planner: Karen Enver

Exposure: Direct mail to 35,000 recipients


Draft London is behind "aim higher", a campaign backing the Department for Education and Skills initiative that is aiming to increase the proportion of teenagers in higher education to 50 per cent by 2010. The drive places particular emphasis on children with no history of higher education within their family.

The creative for the illustrated mailer centres on a rapper known as EP, and includes his own hip-hop CD, entitled: "Aim higher, cos your brain's brighter."

The campaign follows EP's dream to be a writer and focuses on the role higher education played in realising his ambitions. A voiceover at the end of the track gives details of a website,, where enquirers can find more information.


Project: Flash Car Wash

Clients: Emma Jenkins, Usama Alqassab, Procter & Gamble

Brief: n/s

Creative agency: Ape TV

Writer: Richard Chong

Art director: Richard Chong

Media planning: ZenithOptimedia

Media buying: Starcom

Media planner: Tony Robinson

Production company: PMPP

Director: Richard Chong

Exposure: Sky Digital


Procter & Gamble is teaming up with the World Rally Championship for an interactive TV campaign to push its new Flash Car Wash product - a Flash-filled device that fits on the end of a hosepipe.

Featuring rather unlikely footage of rally drivers washing their cars intercut with shots demonstrating their driving prowess, the ad runs on the Sky Active platform. Interactive elements include a button that allows viewers to find local stockists, and the chance to enter a competition to win a VIP trip to Finland to watch the World Rally Championship in August 2005.


Project: Light in the darkness

Client: Geraldine Cetin, supporter marketing manager, RNLI

Brief: Bring new supporters on board with a ú3 monthly donation to the


Creative agency: Proximity London

Writer: Reuben Turner

Art director: Sarah Morris

Planner: Julie Randall

Media agency: Proximity Media

Media planner: Anita Rayat

Production company: Firehouse

Director: Babak (on loan from RSA)

Editor: Paddy Payne

Post-production: Firehouse

Audio post-production: Aquarium

Exposure: UK digital TV


The Royal National Lifeboat Institution shot "light in the darkness", its first TV campaign for more than five years, in the midst of a Force Eight gale in Poole Harbour.

The ad places the viewer in the position of a person trying to stay afloat at night in terrifying seas. A voiceover, by the actor Paul McGann, says: "If no-one comes in the next 60 seconds, you'll drown," before a lifeboat's spotlight appears in the distance. The ad then makes the case for donating ú3 a month and ends with the spotlight going out, leaving the viewer alone in the water.

According to the creative agency, Proximity London, the ad was an outside contender before research showed it had what Proximity describes as a "dramatic effect" on focus groups, with the agency going so far as to claim that it reduced some viewers to tears.


Project: Midnight holiday hunt

Client: Emma Jenkins, head of interactive marketing, Procter & Gamble UK

Brief: Promote excitement about the Pringles promotion

Creative agency: Glue London

Writer: Gavin Gordon Rogers

Art director: Gemma Butler

Planner: Jerome Courtial

Media agency: Starcom

Designer: Simon Cam

Production: Mad Cow

Exposure: Internet


Pringles' first attempt at a viral campaign is designed to promote the brand's biggest ever on-pack offer, which appears on 16 million tubes, offering consumers a ú200 holiday voucher for every five tubes of Pringles they buy.

The viral stars Sanjeev the shop assistant, who works in the service window of a virtual 24-hour garage and reacts in various ways to statements made by the user: flatter him and he'll give you a tube of the crisps. There are also some funny tricks programmed in - ask him if he owns an iPod and watch him morph into an iPod-style silhouette dancer.

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