The Work: New Campaigns - UK
campaignlive.co.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
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.
BBC - BBC DIGITAL
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.
CLUB 18-30 - JUMP SQUAD
Project name: Jump squad
Clients: Andy Tidy, managing director; Clare Burns, marketing manager,
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 (www.beonthelist.co.uk) 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.
VISIT LONDON - CHOOSE YOUR OWN LONDON
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.
DEPARTMENT FOR EDUCATION AND SKILLS - AIM HIGHER
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, www.aimhigher.ac.uk/dontstop, where enquirers can find more information.
FLASH - FLASH CAR WASH
Project: Flash Car Wash
Clients: Emma Jenkins, Usama Alqassab, Procter & Gamble
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.
RNLI - LIGHT IN THE DARKNESS
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
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.
PRINGLES - MIDNIGHT HOLIDAY HUNT
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
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.
This article was first published on campaignlive.co.uk
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