The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 04 November 2005 12:00AM
ONE TO LOOK OUT FOR - Egg - The experiment begins, using the card Project: The experiment begins, using the card Clients: Mark Pearson, brand director, Egg Brief: Launch the new Egg Money Card Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Media agency: MediaCom Media planner: Lizzy Nolan Production company: Stink Director: Ne-o Editor: Tim Thornton-Allan, Marshall St Editors Post-production: Glassworks Audio post-production: The Factory Exposure: National TV
Mother has found acting roles for the guinea pig stars of its Egg credit card press campaign in two films promoting the new Egg Money card.
The card aims to reward customers for both saving and spending and Egg claims the idea is so innovative it needed to be tested.
Two ads tell the story of Egg's guinea-pig experiments. The first introduces a rodent-sized model city complete with suburban semis and an out-of-town shopping centre that the finance company has had built in a research facility. Human scientists introduce the Egg Money card to the guinea pigs and film the results. The second, "using the card", stars a guinea pig taxi-driver who sings the praises of the new card.
Egg is launching the service on the back of a strong performance this year. Sales were up 34 per cent and pre-tax profits for the first six months of 2005 rose to £15 million, against a loss of £1.7 million the previous year.
Last year, Prudential, which still has a 79 per cent stake in Egg, failed to find a buyer for the credit-card business.
SAINSBURY'S - SAME OLD ... PRAWNS Project: Same old ... prawns Client: Helen Buck, director of brand communications, Sainsbury's Brief: Encourage customers to "try something new today" this Christmas Creative agency: Abbott Mead Vickers BBDO Writer: Dave Buchanan Art director: Mike Hannett Planner: Craig Mawdsley Media agency: PHD Media planner: Toby Nettle Production company: RSA Director: Luke Scott Editor: Cyril Metzger, Cut & Run Post-production: Digital Lab AMV Audio post-production: Wave Exposure: National TV
Sainsbury's is kicking off its Christmas advertising with a TV spot by Abbott Mead Vickers BBDO that encourages consumers to put the fun back into Christmas.
The ad, fronted by Jamie Oliver, is based on the retailer's new strapline: "Try something new today." In the spot, Oliver is shown in scenes from past Christmases when he was always given the same present - frying pans. The film then cuts to Jamie making "juicy jumbo prawns on gem lettuce heart leaves". It suggests trying different ingredients from traditional Christmas fare.
"Try something new today" was introduced in September by AMV as part of the chief executive Justin King's attempt to reinvigorate the supermarket in the face of competition from the market leader, Tesco.
BULLDOG COMMUNICATIONS - OPEN THE GATE Project: Open the gate Client: Gregory Thorpe, head of communications, Bulldog Brief: Dramatise the possibilities that fast broadband offers Creative agency: WCRS Writers: Yann Jones, Simon Robinson Art directors: Yann Jones, Simon Robinson Planner: Cameron Saunders Media agency: MediaCom Media planners: James Atherton, Darren Barber Production company: JoyRSA Director: Mehdi Norowzian Editor: Art, Speade Post-production: Lola Audio post-production: 750mph Exposure: National TV and DRTV, press, outdoor, direct marketing, online
The number of homes with broadband internet access overtook those with dial-up access for the first time this year. The broadband provider Bulldog Communications is aiming to take advantage of this switch by launching its first consumer ad campaign.
Created by WCRS, the £6 million campaign extends across television, press, outdoor and direct marketing. The ads focus on the speed of Bulldog's connection and uses the idea that it "opens the gate".
The 60-second TV spot features a young girl waiting for a file to download and asking her father why they can't throw open the "half-open gate" that she's experiencing with her slow internet connection. She and her father are joined by a mass of people wanting better broadband, until someone introduces Bulldog and opens the gate.
According to Ofcom, there were 8.1 million broadband connections in the UK by June 2005.
PIMM'S WINTER - SAUNA Project: Sauna Clients: Candice Burton, Matthew Hunt, senior brand managers, Diageo Brief: Launch Pimm's Winter within the Diageo Pimm's portfolio Creative agency: Mother Writer: Mother Art director: Mother Media agency: Carat Media planner: Laura Nice Production company: One Small Step Director: Stephen Tsuchida Editor: Joel Miller, Cut & Run Post-production: The Moving Picture Company Audio post-production: The Factory Exposure: National TV
Pimm's, the drink traditionally associated with English summer days, is looking to extend its appeal as a winter tipple with a new burst of TV advertising through Mother.
The campaign is to promote Pimm's Winter, a brandy-based drink that includes seasonal additions such as orange zest, cinnamon and caramel. The new campaign continues to feature the brand's established spokesman, Harry.
Described as having a more robust and spicy flavour than the famous Pimm's No.1, the drink can be served with warm apple juice or enjoyed cold with ginger ale or lemonade.
The appearance of Pimm's Winter is in line with the programme of brand innovation being carried out by its Diageo owner. It includes such brand extensions as Smirnoff Ice and Baileys Minis.
SAMARITANS - LIFE GOES ON Project: Life goes on Client: Emma Smith, senior direct marketing officer, Samaritans Brief: Attract high-value donors Creative agency: Kitcatt Nohr Alexander Shaw Writer: Ben Golik Art director: Phil Wyatt Planner: Caroline Gibbs Photographer: Seamus Ryan Exposure: 45,000 high-value regular charity donors
A direct mail campaign from Kitcatt Nohr Alexander Shaw asks 45,000 affluent charity donors to pledge £100 to the Samaritans.
The creative is based on the idea that the Samaritans can help people live longer. A leaflet in the pack shows pictures of elderly people accompanied by what at first appears to be strangely macabre copy.
A picture of an elderly woman sits alongside the text: "Thanks to Samaritans, Julie Greenward died of a heart attack." The leaflet ends with the line: "With Samaritans, life goes on."
MASTERCARD UK - CHRISTMAS PRESS 2005 Project: Christmas press 2005 Client: Rita Broe, head of marketing, MasterCard UK Brief: Create a Christmas "priceless" campaign to run across the UK to increase the use of MasterCard when making gift purchases Creative agency: McCann Erickson Writer: Matt Crabtree Art director: Simon Hepton Planner: Paul Simonet Media agency: Universal McCann Media planner: Mark Middlemas Photographer: Mark Leary Retouching: Love Me Studio Exposure: Press, radio, online
Credit-card spending in the next three months is predicted to fall 10 per cent on last year. So MasterCard is putting £1.5 million into a campaign to encourage consumers to put their Christmas shopping on plastic.
The ads, by McCann Erickson, centre on the lengths people go to to hide gifts from their loved ones at Christmas. Four executions feature different gifts peeking out from their hiding places. One shows a toy dinosaur poking over the top of a fridge. In another, a ballet shoe ribbon sticks out through a crack in the floorboards.
The ads are backed by radio and internet activity. An online game - in which you have to find hidden presents - offers the prize of having your December credit-card bill paid off.
RADIO 1 - BRAND CAMPAIGN Project: Brand campaign Client: James Wood, head of marketing, Radio 1 Brief: Attract non-listeners to Radio 1 Creative agency: Fallon Writer: Sam Heath Art director: Frank Ginger Planners: Rachel Barrie, Kirsty Saddler Media agency: PHD (non-TV) Production company: Partizan Director: Chris Cairns Editor: Alex Hagon, Final Cut Exposure: BBC TV
Fallon has created a national TV campaign for the Radio 1 breakfast show.
The two spots feature the breakfast show presenters, Chris Moyles and Zane Lowe, and use a film technique that blends stop-frame animation with live action.
The Moyles execution shows the DJ in his studio starting his show. To the sound of the Gorillaz track Dirty Harry, the infectious nature of the show spreads throughout the city, first in a playground and later a greasy spoon cafe.
BARCLAYS - BRAND ADVERTISING Project: Brand advertising Client: Sarah Woodhams, online marketing manager, Barclays Brief: Online advertising campaign to promote the launch of the new Barclays brand proposition Creative agency: Dare Writers: James Cooper, Kate Pozzi Art directors: Ivar Eden, Claire Thompson Planner: Nick Emmel Media agency: Starcom Media planners: Ben Reynolds, Antonia Howe Designer: Adrian Rowbotham Exposure: Internet
Dare has produced an online campaign to accompany Barclays' new above-the-line advertising.
The online work features three ads, which aim to demonstrate that Barclays staff are right at the heart of generating inventive ideas.
The ads demonstrate how its staff are trying to innovate online but show their wild ideas failing. However, Barclays says it still offers its customers plenty of online inventions that do see the light of day.
One of the ads shows a member of staff wearing a helmet that helps customers to apply online for a current account. However, the invention backfires as the machine breaks down and doodles all over the application form.
This push forms part of Barclays' multimillion-pound bid to establish itself as a customer-friendly bank. It is the bank's biggest ad campaign in four years.
ITV4 - ITV4 LAUNCH Project: ITV4 launch Client: Clare Salmon, director of marketing and creative strategy, ITV Brief: Launch ITV4 as a place where opposites collide Creative agency: Red Bee Media Creatives: Oscar Cariss, Catherine Farrow, Niall Towl Media agency: MindShare Media planner: Mark Kirby Post-production: Spirit by George K, Blue Audio post-production: Damien Reynolds, TSI Exposure: National TV
ITV is firing the first salvo in its battle to get viewers to reappraise the network with a new branding initiative for its upcoming male-oriented channel, ITV4.
The strategy is reflected in six idents that suggest things are not always what they seem.
Developed by BBC Broadcast, now rebranded as Red Bee Media, the idents are based on the concept of a "collision of opposites". In one, an unremarkable cloudy blue skyline changes dramatically as the clouds merge to form a human face, which appears to swallow some passing birds.
ITV4 launched on Freeview and ntl on 1 November and will launch on Sky Digital next week.
This article was first published on campaignlive.co.uk
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