The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 21 October 2005 12:00AM
ONE TO LOOK OUT FOR - Vodafone - Mayfly Project: Mayfly Clients: David Wheldon, global director of brand and customer experience; Colin Clarke, head of global advertising, Vodafone Brief: Launch "make the most of" campaign Creative agency: Bartle Bogle Hegarty Writers: Nick Gill, Ewan Patterson. Art directors: Nick Gill, Ewan Patterson Planner: Matthew Palmer Media agency: OMD UK Media planner: Michael Antero Production company: Gorgeous Director: Peter Thwaites Animation director: Darren Walsh, Passion Pictures Post-production: Passion Pictures, Absolute Audio post-production: Wave Exposure: TV, cinema, press, outdoor
Vodafone is launching a TV spot by Bartle Bogle Hegarty as part of its ú100 million global branding campaign to replace JWT's "how are you?" strategy.
The campaign introduces BBH's "Make the most of now" idea. It is the first work BBH has created for Vodafone since it was appointed to work alongside JWT on the global business a year ago.
The centrepiece of the campaign is a TV spot that breaks in the UK on 24 October. It follows a mayfly, who has to make the most of his 24 hours on the planet. He surfs down a river on a leaf, juggles, plays tennis and gives the love of his life a flower. The creative is based on the proposition that Vodafone can help its customers make better use of their time.
The spot will also run in cinemas from November, and the campaign also includes outdoor executions, which show six versions of the word "now".
Vodafone has 55 million customers worldwide and is the biggest mobile network in the UK.
ARGOS - CHRISTMAS CAMPAIGN Project: Christmas campaign Client: Jenny Parry, advertising and PR manager, Argos Brief: Launch the Argos Big Book of Christmas Creative agency: Clemmow Hornby Inge Writer: Pete Gatley Art director: Pete Gatley Planner: Sarah Clark Media agency: MindShare Media planner: Andy Parr Production company: HLA Director: Marc Charach Editor: Bruce Townend, The Quarry Post-production: The Moving Picture Company Audio post-production: Scramble Exposure: National TV
Clemmow Hornby Inge's first work for Argos aims to boost sales for the retailer in the run-up to Christmas. The spot marks the launch of a new advertising strategy to replace the three-year-old "Zac and Pam" campaign by Euro RSCG London.
The ad features Malcolm, who has so many friends he hasn't time to shop for their Christmas presents. He is introduced to the Argos Big Book of Christmas, which contains hundreds of products to help him choose gifts for all of his 1,700 friends. Aiming to position the retailer as an alternative to the high street, the spot introduces the line: "Don't shop for it. Argos it."
Argos' UK sales are worth ú3.5 billion annually.
BARCLAYS - CYBOT, INVISICARD, NAPKIN, ORB Project: Cybot, invisicard, napkin, orb Client: Jim Hytner, marketing director, Barclays Brief: Move away from "fluent in finance" Creative agency: Bartle Bogle Hegarty Writer: Dean Wei Art director: Ian Williamson Planner: Rachel Hatton Media agency: Starcom Media planners: Jez Groom, Ben Reynolds Production company: Moxie Pictures Director: Frank Todaro Editor: Richard Orrick Post-production: The Moving Picture Company Audio post-production: Wave Exposure: National TV
Bartle Bogle Hegarty has created four TV ads for Barclays to introduce the bank's new brand position. This centres on inventive spirit and good ideas.
The new campaign has ditched the Hollywood actors and moved away from its previous "fluent in finance" strategy. It introduces the new strapline: "Barclays, now there's a thought."
The four TV spots aim to show the different ways Barclays can help its customers. "Invisicard" highlights Barclays' commitment to card theft by featuring an employee who designs an invisible debit card that cannot be stolen. "Napkin" and "cybot" promote the bank's current accounts and customer service respectively.
CRAVENDALE - HINT OF ... LAUNCH Project: Hint of ... launch Client: Thryth Jarvis, senior brand manager, Arla Foods Brief: Launch Cravendale Hint of ..., a natural, flavoured milk for adults Creative agency: DDB London Writer: Tim Charlesworth Art director: Michael Kaplan Planner: Andrew Perkins Media agency: Carat Media planner: Graeme Douglas Production company: Anonymous Content Independent Director: Garth Davis Editor: Steve Gandolfi, Cut & Run Post-production: Framestore CFC Audio post-production: Wave Exposure: National TV
DDB's latest work for Cravendale milk develops the "it's so good the cows want it back" theme.
The ad promotes the launch of Cravendale Hint of ..., which is a strawberry-flavoured milk drink.
Reminiscent of a horror film, the ad starts with a mother and her son getting into a car at the supermarket. As the door shuts, the boy gets a fleeting glimpse of a red cow in the wing mirror. As the journey continues, the tension builds as the child sees more and more red cows in the deserted streets. Once home, he tentatively walks into the garden. As the music reaches a crescendo, he sees a herd of red cows. A voiceover says: "It's so good the strawberry cows want it back."
Cravendale's sales have risen 33 per cent over the past year.
VIRGIN MOBILE - SHOW OFF OR MONEY OFF Project: Show off or money off Client: James Kydd, brand director, Virgin Mobile Creative agency: RKCR/Y&R Brief: Promote the "show off or money off" deal Writers: Rob Messeter, Yu Kung, Andy Brittain Art directors: Rob Messeter, Yu Kung, Andy Brittain Planner: Ian Leslie Media agency: Goodstuff Media planner: Andrew Stephens Production company: Therapy Films Director: James Howarth Exposure: National TV, outdoor, press
Virgin Mobile has created an offer for its contract customers called "show off or money off".
At the end of their yearly contract, customers now have the choice of receiving a brand new phone or having money taken off of their bill.
Rainey Kelly Campbell Roalfe/Y&R has created three humorous ads, "wedding", "dog show" and "lovers", to back this campaign. All feature people showing off their phones. In "dog show", one man has his mobile on a lead, while everyone else is parading their pampered canines.
Virgin Mobile has almost six million UK customers and a market share of 8 per cent.
FRANK - ANTI-DRUGS CAMPAIGN Project: Frank anti-drugs campaign Clients: Ben Lynam, marketing manager, Home Office; Chris Neish, senior campaign manager, Department of Health Brief: Increase awareness of Frank and encourage young people to find out more about drugs via talktofrank.com Creative agency: Profero Writer: James Taylor Art director: Ian Owen Designer: Jon Biggs Media agency: i-level Media planner: Tom Dunn Exposure: Online
Profero has created an online advertising campaign to increase awareness of the Government's drug helpline, Frank, and to encourage young people to use its website, www.talktofrank.com.
The campaign uses interactive banners, skyscrapers and rollovers, and aims to engage teenagers without patronising or alienating them.
One element of the campaign, called "drug and drop", features a banner containing items such as an ecstasy pill and an acid tab. Each item can be dragged and dropped on to a picture of a teenager on a neighbouring skyscraper ad. The teenager demonstrates the different effects each drug has on them.
The campaign follows the launch last week of TV activity by Mother, which shows how young people take drugs as a result of inquisitiveness and peer pressure.
DYSON - DYSON CLEANERS Project: Dyson cleaners Client: Iain Laing, UK marketing manager, Dyson Brief: Bring customers closer to the brand Creative agency: Stephens Francis Whitson Writers: Heidi Stephens, Neil Francis Art directors: Ken Underhay, Chris Rawlings Planner: Chris Whitson Photographer: Andy Rudak Exposure: Direct mail
Dyson has launched its first customer relationship marketing campaign to deepen its connection with existing users.
As the first part of the programme, Stephens Francis Whitson has created a welcome pack that explains how an idea captured in a quick pencil sketch can develop into a new Dyson model.
Pictures of pencils surround the pad. Each carries a word explaining the development process. A pencil is included to encourage recipients to send Dyson their suggestions for improvements. The pad turns into a reply-paid envelope on which ideas can be supplied.
Subsequent mailings feature a range of accessories.
ORANGE - DANCE Project: Dance Client: Ian Smith, media manager, Orange Brief: Build customer loyalty Creative agency: Mother Writer: Mother Art director: Mother Media agency: Initiative Media planner: n/s Production company: Blink Director: Dougal Wilson Editor: Joe Guest, Final Cut Post-production: The Moving Picture Company Audio post-production: Factory Exposure: National TV
"Dance" is the third execution in Orange's "The future's bright" campaign, which was launched last month.
The new spot was created to build customer loyalty among Orange's 14 million UK users and is based on the theme that relationships get better with age.
The execution features a middle-aged couple who are clearing up after eating their breakfast. As some tranquil music begins in the background, the couple begin dancing. Through a series of choreographed moves, they move out into the garden, dancing all the way. Then they link arms and set off for a walk down a tree-lined avenue.
This article was first published on campaignlive.co.uk
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