The Work: New Campaigns - UK, Friday, 08 July 2005 02:58PM

ONE TO LOOK OUT FOR - DoH - Motivations that matter

Project: Motivations that matter

Client: Department of Health

Brief: Highlight the dangers of smoking to young men and women

Creative agency: Abbott Mead Vickers BBDO

Writers: Tim Morgan, Adam Rimmer

Art director: Pete Davies

Planner: Clare Hutchison

TV producers: Celestine Hall, Lindsay Hughes

Media agency: PHD

Media planner: Sharon Hillier

Production company: Gorgeous

Director: Vince Squibb

Photographer: Alan Mahon

Photographer's agency: Horton Stevens

Exposure: TV, press, online

THE LOWDOWN "Smoking damages your sex life" is the message in the latest anti-smoking campaign from the Department of Health. According to DoH figures, 70 per cent of smokers want to stop. The campaign, through Abbott Mead Vickers BBDO, aims to compel young smokers to quit by drawing their attention to how smoking can make them less attractive to potential partners.

The campaign targets young men and women with two TV executions. The first ad, called "fingerlegs", shows two fingers walking with a burning cigarette between them as a visual metaphor for a penis. It explains how smoking too much can cause impotence in men with the message: "Does smoking make you hard? Not if it means you can't get it up." The second execution targets women, telling them that smoking makes them less attractive. It uses the line: "If you smoke, you stink."

Print ads will be placed in pub toilets, reading: "Bad news. Smoking causes impotence. More bad news. These ads are in the ladies too" and "Think with your penis? Your penis thinks you should stop smoking."

The campaign also includes direct mail, online advertising and dedicated microsites.


Project: Operation Trident

Client: Luke Knight, Trident campaign manager, Metropolitan Police

Brief: Encourage Londoners to call Crimestoppers with information about

gun crime

Creative agency: Miles Calcraft Briginshaw Duffy

Writers: Malcolm Duffy, Richard Stoney, Angus Wardlaw, Jeremy Carr

Art directors: Paul Briginshaw, Dave Hobbs, Alexei Berwitz, Kerry Roper

Media agency: MediaCom

Media planner: Matthew Buttrick

Production company: Gorgeous

Director: Tom Carty

Exposure: London cinemas, TV, radio, black community press, music

magazines, flyers at London nightclubs


Last year, the Metropolitan Police's black-on-black gun crime initiative, Operation Trident, saw 420 firearms and 217 kilos of Class A drugs seized. The success of the operation relies heavily on people reporting the perpetrators of crimes.

Miles Calcraft Briginshaw Duffy has created a campaign to encourage people to contact the anonymous phoneline, Crimestoppers.

The campaign is built around a cinema ad, which follows two young men around a housing estate with one of them leaving a bloody mark wherever his hand falls. The message is that people who don't report gun crime have blood on their hands.


Project: Catherine appeal

Client: Asthma UK

Brief: Raise funds and generate awareness

Creative agency: Claydon Heeley Jones Mason

Writer: Kristian Wheater

Art director: David Morgan

Planner: Marion Harding

Exposure: Direct mail to 25,000 existing supporters


Since rebranding last year from the National Asthma Campaign, Asthma UK has embarked on a renewed drive to increase awareness of the condition and the needs of the five million in the UK who suffer from the illness.

Claydon Heeley Jones Mason, which was appointed by the charity last year, has developed a DM campaign aimed at increasing donations. The mailpack, which contains two letters (one from an asthma sufferer, Catherine Tunnicliffe, and one from the charity's chief executive, Donna Covey), comes in a plastic wrapper, emblazoned with the line "Help me! I can't breathe" to communicate how those who suffer from asthma feel during an attack.


Project: Ravenstoke

Client: Kate Moorcroft, category strategy executive, Lynx

Brief: Create a viral clip based on the concept of "the mating game"

involving "spray more get more"

Creative agency: The Viral Factory

Writer: n/s

Art director: n/s

Planner: n/s

Production company: n/s

Director: n/s

Editor: David Tree, Tree DV

Post-production: Hunter, Baraka

Audio post-production: The Strong Room

Exposure: Internet


This viral film for Lynx was shot in Canada and takes the form of a fake news bulletin set in the fictitious Alaskan town of Ravenstoke. The town has an unusual problem - fewer than 300 of its 3,000 residents are women. Inspired by the way animals use scent to get a mate, the town elders decide to spray the entire town with Lynx in an attempt to attract some females.

The film - the first work since The Viral Factory won the Lynx brief two months ago in a joint pitch with Cake - is unusual for a number of reasons. It's two-and-a-half minutes long and there is very little Lynx branding: no strapline, packshot or destination website, just a subtle logo on a truck that drives across the screen.

BBC2 - 2

Project: 2

Client: Johanna Crotty, marketing manager, BBC Entertainment

Brief: Unleash the comedy side of BBC2

Creative agency: BBC Broadcast

Writer: Charlie Mawer

Planner: Lori Gould

TV producer: Jane Booth

Production company: BBC Broadcast ("2" puppet produced by Neal Scanlon


Director: Mark Mylod

Exposure: BBC TV, radio and internet


BBC2 is supporting its Thursday night comedy season with a campaign that features a new, dog-like creature, called "2".

BBC Broadcast has created two TV spots featuring the new character, backed by radio and online activity.

In one spot, breaking on 11 July, the cast of the satirical comedy Absolute Power are found searching a dogs' home for a pet to soften up Tony Blair's image, while the second, supporting The Catherine Tate Show, features Tate's schoolgirl character refusing to play with the "dog".

The ads will be followed by four more executions later in the year, as well as a series of idents and an online competition that will ask viewers to come up with their best gag.


Project: Seriously, you can find anyone

Client: Keith Marsden, managing director,

Brief: Highlight the strength of's database

Creative agency: Profero

Writer: James Taylor

Art director: Ian Owen

Media agency: Unique Digital

Media planner: James Briscoe

Designer: Graham Jenks

Exposure: Internet


Profero's new campaign for uses photographs of unusual names and places from around the UK to highlight the directory's ability to find anyone, any place or any business.

The ads feature some amusing examples of typically British humour that were found on the database (a building contractor called Bill Ding, a shop selling military memorabilia called Norman D. Landing and a guest speaker at a conference called Chris Stutter).

The campaign comes three months after the online directory enquiries service relaunched as a search engine in an attempt to rival Yell and Google. The site has around four million subscribers and around 17 per cent of the online directories market, and is aiming to grow revenue to รบ20 million within two years.


Project: Charge

Client: Dominic Box, commercial director, Premier Foods

Brief: Launch Hartley's Fruit Smoothies and Fruit Bars

Creative agency: Delaney Lund Knox Warren & Partners

Writer: Charlie Harris

Art director: Remco Graham

Planners: Charlie Snow, Lisa Conway

Media agency: ZenithOptimedia

Exposure: National TV, cinema


The Premier Foods-owned brand Hartley's, famous for its jams, is launching fruit smoothies and fruit bars. The launch is being supported by a TV and cinema campaign from Delaney Lund Knox Warren & Partners, the agency's first work on the brief since it won it in November 2004.

The ad promotes how the products can help parents ensure their children eat enough fruit. In a battle between parents and children, Hartley's fruit snacks are the parents' weapons and the children brandish unhealthy snacks. The parents inevitably win.


Project: Breakfast transformer

Client: Brian McCarthy, marketing manager, Danish Bacon

Brief: Take Danish Bacon online to a youth audience

Creative agency: Meme Digital

Creative director: Anson Harris

Writers: Richard Peretti,Gary Lathwell

Art directors: Richard Peretti, Gary Lathwell

Producer: Matt Gee

Production company: Blink

Post-production: Ark VFX

Exposure: Viral e-mail


The digital agency Meme has created a viral spoof of the Citroen "transformer" ad for Danish Bacon.

The viral borrows the idea of a dancing robot by featuring a plate of full English breakfast that suddenly leaps from the plate to create a "bacon robot", which executes a series of dance moves before falling back on to the plate ready to eat.

Meme's viral work is targeted at a youthful, more affluent audience than Danish Bacon's traditional advertising, after research showed that groups of young professionals are an increasingly important target for bacon producers.

The endline reads: "Alive with bacon taste."

This article was first published on


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