The Work: New campaigns - UK
campaignlive.co.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.
PIMM'S - PRISON
Project name: Prison
Client: Russell Jones, marketing director, Diageo
Brief: Celebrate summer with Pimm's
Creative agency: Mother
Art director: 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.
ROYAL NAVY - FLEET AIR ARM
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.
CLARKS - 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.
BUDWEISER - PREMIER LEAGUE SPONSORSHIP
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.
THE ECONOMIST- SPRING POSTER BURST
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.
WARBURTONS ALL IN ONE - YOGHURT WEAVERS
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.
T-MOBILE - 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.
This article was first published on campaignlive.co.uk
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