The Work: New campaigns - UK, Friday, 15 April 2005 03:22PM

ONE TO LOOK OUT FOR - Honda - Yume no chikara

Project: Yume no chikara

Client: Matt Coombe, marketing communications manager, Honda

Brief: Talk about the Honda philosophy and explain the truth behind "the

power of dreams"

Creative agency: Wieden & Kennedy

Writers: Chris Groom, Sean Thompson

Art directors: Chris Groom, Sean Thompson

Planner: Stuart Smith

Media planning and buying: Starcom Motive

Media strategy: Naked

Media planner: Nilufar Fowler

Production company: Academy

Director: Nick Gordon

Post-production: The Moving Picture Company

Audio post-production: Wave

Exposure: National TV

THE LOWDOWN Wieden & Kennedy's latest offering for Honda is another feel-good campaign that explores the Japanese car manufacturer's "yume no chikara" - "the power of dreams" - brand message.

The 60-second spot explains the line, which stems from the Honda philosophy that when you have a dream you have to work at it to make it reality.

Set in a Tokyo boardroom, with all the dialogue in Japanese, the ad depicts the Japanese understanding of a dream as something you literally visualise as becoming a reality. It features a group of Japanese and European executives discussing various ideas, each of which appears as a balloon. The bad ideas start to form, but then deflate or pop. However, as the group focuses on one particular idea, it expands to form a perfect balloon. The ad explains that this is the power of dreams realised.

For the first time in its history, Honda (UK) topped 90,000 car sales and breached 3.5 per cent market share in 2004. The manufacturer's star performer was the Jazz model, which took more than a quarter of Honda's UK car sales. The Civic also remained Britain's most popular British-built compact.


Project name: Prison

Client: Russell Jones, marketing director, Diageo

Brief: Celebrate summer with Pimm's

Creative agency: Mother

Writer: Mother

Art director: Mother

Planner: Mother

Media agency: Carat

Media planner: Anna Hickey

Production: company: Blink

Director: Dougal Wilson

Editor: Joe Guest, Final Cut

Post-production: The Moving Picture Company

Audio post-production: Factory Studios

Exposure: National TV


It's Pimm's o'clock again, and this time, the brand's spokesman - Harry, the upper-class twit with a passion for the summer spirit - finds himself breaking into a prison with a foldaway barbecue and a near-limitless supply of booze, in the mistaken belief that he's in a holiday camp.

The ú3.5 million campaign from Mother comprises a 40-second ad and five 20-second spots. The 40-second spot, "porridge", finds Harry meeting the inmates and introducing them to a glass of Pimm's No. 1 and lemonade as the perfect accompaniment to a summer barbecue, while the shorter ads play on the holiday camp/prison misunderstanding.


Project name: Royal Navy Fleet Air Arm online campaign

Client: Lieutenant commander Simon Sparkes, directorate of Naval


Brief: Raise awareness of Royal Navy aviation units

Creative agency: Glue London

Writers: Simon Lloyd, Christine Turner

Art directors: Simon Lloyd, Christine Turner

Designer: Leon Ostle

Media agency: I-level

Media planner: Marcus Siddons

Exposure: Targeted e-mail campaign, plus supporting advertising on key



Glue London's new digital campaign for the Royal Navy follows last year's award-winning recruitment work and is designed to raise awareness of the Navy's Fleet Air Arm - most would-be pilots apply only to the Royal Air Force.

The campaign uses banners and skyscrapers to target a 16- to 23-year-old audience via websites including Channel 4 and Xfm, and runs alongside a targeted e-mail campaign, which will be sent to people who have previously applied for RAF jobs.

The digital executions include a skyscraper ad showing an aircraft landing strip. It asks "Could you land here?" before reducing in size and then panning back to reveal that the strip is on an aircraft carrier in the middle of the ocean.


Project: Spring/summer

Client: Ted Hart, marketing director, Clarks

Brief: Generate a positive disposition towards the brand and range

Creative agency: St Luke's

Writer: Tim Collins

Art director: Mike Hughes

Planner: Penny Harris

Media agency: Universal McCann Manchester

Media planner: Claire Keenan

Production company: Another Film Company

Director: Steve Reeves

Editor: Paul Watts, The Quarry

Post-production: The Mill

Exposure: National TV, print


The British shoe manufacturer Clarks is encouraging shoppers to buck fashion trends in a ú3 million TV campaign that urges consumers to find their own look and finish it off with shoes from Clarks' spring and summer range.

A series of ads from St Luke's features everyday people with their own unique looks, all sporting a pair of Clarks' shoes to match. A gypsy-styled girl is "Karen, 100 per cent natural", while an immaculately turned out man is "Richard, pour femme". The endline on each execution reads: "Be your own label."

Clarks has managed to reassert its market leadership in the high-street shoe sector, and has moved its target market away from 50-year-old shoppers to a more sprightly 35- to 45-year-old audience.


Project: Budweiser FA Premier League sponsorship

Clients: Oliver West, consumer marketing controller; Andy Pearcey,

consumer marketing manager, Anheuser-Busch Europe

Brief: Make the quintessential American beer a true part of the English


Creative agency: Rainey Kelly Campbell Roalfe/Y&R

Writers: Ted Heath, Mike Crowe, Nick Strada

Art directors: Paul Angus, Rob Messeter, Greg Mitchell

Planner: Jon Tipple

Media agency: Busch Media Group

Media planner: Richard Hurst

Production company: Hungry Man

Director: Scott Vincent

Exposure: National TV


Anyone who remembers the 1994 World Cup Finals will recoil in horror at the thought of the US getting its hands on the beautiful game in any way.

A new 40-second spot from Rainey Kelly Campbell Roalfe/Y&R promoting Budweiser's sponsorship of the Premiership plays on this fear by Americanising the game. "Soccertainment" additions include monster truck stunts at half-time and "overtime multiball" to avoid nil-nil draws. The ad ends with Budweiser acknowledging that the game needs no improvement.

The ad will air in all remaining Premiership games on Sky until the end of the 2005 season.

Budweiser signed a three-year deal with the FA Premier League to be its official beer from the 2004/2005 season. The beer has also been a World Cup sponsor since 1986.


Project: Spring poster burst

Client: Jacqui Kean, brand marketing manager, The Economist

Brief: Don't get left behind

Creative agency: Abbott Mead Vickers BBDO

Writers: Nigel Roberts, Andy McAnany, Ian Heartfield, Adam Rimmer, Tim

Riley, Richard Foster

Art directors: Paul Belford, Christian Sewell, Matt Doman, Pete Davies

Planner: Clare Hutchinson

Media agency: PHD

Media planner: Toby Nettle

Exposure: National poster sites


Fresh from announcing a circulation of more than one million, The Economist is launching a new outdoor campaign.

Nine posters continue in the vein of the iconic range created by the magazine's advertising agency, Abbott Mead Vickers BBDO, in 1998, echoing the white-on-red of the business title's masthead.

The ads, which will appear on nationwide poster sites, feature lines including "Never get stuck in a lift with the boss" and "Somebody mentions Jordan, you think of a country with a 3.3 per cent growth rate".

The posters are backed with escalator panels and sites on the Heathrow Express and Eurostar and Tube car panels on London Underground's Waterloo & City line.


Project: Yoghurt weavers

Client: Vanessa Railston, senior brand manager, All in One

Brief: Warburtons All in One - it's healthy and your kids will eat it

Creative agency: Bartle Bogle Hegarty

Writers: Steve Robertson, Justin Moore

Art directors: Steve Robertson, Justin Moore

Planner: Matthew Gladstone

Media agency: MindShare

Media planner: Mark Kirby

Production company: Bare

Director: Jackie Oudney

Exposure: National TV


The family-owned Yorkshire-based bakery Warburtons is launching a new white loaf with added wheatgerm and fibre, All in One, with a TV campaign created by Bartle Bogle Hegarty.

The 30-second spot features a vegetarian family that hasn't seen white bread on the kitchen table since 1989. Thankfully, the Warburtons All in One that the mother is serving up has all the fibre of wholemeal bread, although the father's suggestion that it would be perfect for a bacon sandwich is taking things a little too far.

According to the UK Federation of Bakers, white bread accounts for 76 per cent of all bread sales in an industry worth ú3 billion annually.


Project: U-Fix

Client: Karen Harrison, head of brand communications, T-Mobile

Brief: Launch T-Mobile U-Fix, with an idea that can work across all

media platforms including PR

Creative agency: Saatchi & Saatchi

Writer: Paul Domenet

Art director: Andy Clarke

Planner: Kate Kelly

Media agency: MediaCom

Media planner: Anna Berry

Production company: Stink

Director: Neil Harris

Editor: John Mayes, Marshall Street

Post-production: Framestore CFC

Audio post-production: Triangle

Exposure: TV, print, ambient


T-Mobile is launching its new U-Fix pricing plan with a campaign from Saatchi & Saatchi that centres on the idea that forewarned is forearmed.

Two spots feature T-Mobile customers with a sixth sense that enables them to dodge falling telephone poles or charging rhinos. The ads compare this to T-Mobile's new U-Fix price plan - a fixed bill that enables subscribers to avoid nasty surprises at the end of the month.

T-Mobile is the UK's fourth-largest network (including virtual networks such as Virgin Mobile), with 12.4 million subscriber. O2 remains the UK market leader, with 14 million subscribers.

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