The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 02 December 2005 12:00AM
ONE TO LOOK OUT FOR - Honda - Impossible dreams
Wieden & Kennedy is hoping to emulate the success of its award-winning "cog" and "grrr" commercials with a new campaign that celebrates the highlights of the marque's history.
The company is backing the 120-second film, directed by Ivan Zacharias, with a £4 million spend. Introducing the line "impossible dreams", the film follows a man driving a number of Honda's famous vehicles from the past 50 years. Shot in the style of an old-fashioned classic movie, it begins with him dressed as a Honda test driver lip-synching to the backing track Impossible Dreams, sung by Andy Williams.
His journey starts on a tiny Monkey Bike. It cuts through a series of scenes of him in control of different Honda creations including a Super Cub and a 60s Formula One car. In the final shot, he races off a waterfall in a powerboat which turns into a hot-air balloon.
Honda's UK sales have risen 35 per cent since the launch of "cog" in 2003. The new spot is backed by radio and online, where consumers can look up information on each of the vehicles.
SONY PSP - A DAY IN THE LIFE Project: A day in the life Client: Alan Duncan, director of marketing UK, Sony Computer Entertainment Brief: Create excitement around the PSP Creative agency: TBWALondon Writers: Tony McTear, Chris Bovill, John Allison Art directors: Tony McTear, Chris Bovill, John Allison Planners: Dan Joseph, Tom Morton Media agency: OMD UK Media planner: n/s TV producer: Di Croll Production company: RSA Films Director: Alex Rutterford Editor: n/s Post-production: The Mill Audio post-production: Wave Exposure: TV
Sony plans to whip up interest in its handheld PSP console to an even greater frenzy with a brand campaign introducing the console's four symbols.
Directed by Alex Rutterford, with additional "creative consultancy" by Chris Cunningham, the spot tells the story of a day in the life of the PSP symbols: music, film, gaming and stills icons. They form an animated character that continually evolves and morphs as it escapes from its museum home and tears around the city.
As the 60-second commercial draws to a close, the icons split in two, start fighting and chase each other up a crane. They fall from the crane, splitting into their component parts as they descend.
Sony has struggled to cope with demand for the PSP. Four days after its launch in September 2005, it was named the fastest-selling games console of all time, with 185,000 sales worth around £33 million.
JOHN LEWIS - CHRISTMAS CAMPAIGN Project: Christmas campaign Client: Evelyn Strouts, head of advertising and branch marketing, John Lewis Brief: Drive footfall and promote John Lewis' offline offering, tapping into a new online audience to increase reach for the overall campaign Creative agency: Agency.com Writer: Steve Whiteley Art director: Oliver Robinson Planner: Melissa Beecroft Designers: Rob Mills, Dan Harman Media agency: Agency.com Media planner: Jacquie Penn Exposure: Sky Sports, Times Online, MSN, Bounty, Handbag, and iVillage (reach of 4.5 million impressions)
This is John Lewis' first online campaign to promote its stores rather than its website. It uses eight executions and five landing pages plus video and animation to show off the department store's product range.
There are two interactive features: a remote-control Mini Cooper that can be driven around the computer screen and an overlay that asks users to take a present from a man who snatches it away at the last second, building on the campaign line: "Shame you've got to give them to someone else."
The ads also promote a prize draw to win a £5,000 spending spree at the store. The landing pages include a letter to Father Christmas for children to fill in and post.
UN WORLD FOOD PROGRAMME - NO FOOD DIET, BANKER, DESERT Project: No food diet, banker, desert Client: Greg Barrow, senior public affairs officer, UN World Food Programme Brief: Raise the profile of, and generate funds for, the UN World Food Programme Creative agency: Leagas Delaney Writer: Tim Delaney Art directors: Tim Delaney, Rob Burleigh Planner: Tony Quinn Media agency: n/s Media planner: n/s Producer: Michelle Hickey Production company: Partizan Director: Phil Jones Editors: Joe Parsons, The Whitehouse; Rich Shaw, Swordfish Post-production: VTR, Framestore Audio post-production: Tape Gallery, Soho Sound Studios Exposure: BBC World, CNN International, terrestrial TV, cinema
The United Nations' World Food Programme is using a TV campaign to expose the fact that more than 850 million people go hungry in the world, even though we produce more food than we can eat.
Leagas Delaney has produced three commercials. The first, entitled "no food diet", features a woman collecting stones that she then boils in a pan in front of her children until they fall asleep. In another, a businessman dressed in a pinstripe suit is shown struggling to cope with the daily challenges that Africans face. The spot ends by posing the question: "852 million people live like this. Could you?"
The World Food Programme was established in 1963 and feeds an average of 90 million people a year.
BECK'S - 20 YEARS OF BECK'S ART Project: 20 years of Beck's art Client: Beck's Brief: Celebrate Beck's 20 years of promoting contemporary art Creative agency: Leo Burnett Writers: Nick Pringle, Clark Edwards Art directors: Nick Pringle, Clark Edwards Planner: Damian McKeown Media agency: Starcom Mediavest Media planner: Karl Guard Photographer: Dave Gill, Siobhan Squire Retouching: Tigga Exposure: Outdoor
Beck's is celebrating 20 years of using famous artists in its advertising with a campaign involving some of the world's most celebrated contemporary artists.
In its first work for the company since it took over the global account this year, Leo Burnett has produced a two-phase campaign.
The campaign broke with work from the likes of Tracey Emin and Damien Hirst, who designed labels for Beck's bottles. This is being followed by a poster campaign featuring work from artists including Tim Head, Tatsuo Miyajima and Donald Urquhart.
There is also a digital element, created in partnership with Draft London.
MOTOROLA - PEBL Project: Pebl Client: Motorola Brief: Launch the Motorola Pebl model Creative agency: 180 Amsterdam Writers: Adam Chasnow, Niklas Lilja Art director: Antero Jokinen Planner: Josh Mandel Media agency: Universal McCann Media planner: Kelly Poynter Production company: Anonymous Content Director: David Fincher Editor: Angus Wall Post-production: Digital Domain Audio post-production: Mit Out Sound Exposure: Global TV
180 Amsterdam has developed a TV campaign to mark the launch of the Motorola Pebl mobile phone.
Compressing millions of years into 30 seconds, the TV spot dramatises the development of the smooth, pebble-shaped phone. The ad follows the path of an asteroid as it smashes into a prehistoric landscape, where it is eroded by the elements, encased in a glacier and lost in the ocean. It is finally washed up on a beach as the Motorola Pebl, where it is discovered by mankind.
Motorola is the second-biggest mobile-phone manufacturer in the world, with 15.4 per cent of the market, followed by Samsung with 12.6 per cent. Nokia is the market leader, with a 30.7 per cent share.
LOGITECH - WORKING LATE Project: Working late Client: Garreth Hayes, European project manager, Logitech Brief: Boost sales of Logitech computer peripherals during the Christmas shopping period Creative agency: Kitcatt Nohr Alexander Shaw Writer: Ben Golik Art director: Phil Wyatt Production company: RSA Director: Wayne Holloway Exposure: Direct mail to more than eight million people in the UK, Europe and the US
The computer hardware manufacturer Logitech is promoting its webcams with a viral campaign in the run-up to Christmas. The film, by Kitcatt Nohr Alexander Shaw, opens with a man sitting in an office telling his sympathetic girlfriend via a webcam that he'll be late home from work. The camera zooms out to reveal he is in fact in a pub toilet cubicle, which has been transformed into a mock office. The ad is being distributed to more than eight million technologically savvy people who use communication such as instant messaging.
THE AIR MILES TRAVEL COMPANY - MERRY CHRISTMAS TO ME Project: Merry Christmas to me Client: Sarah Wood, director of marketing, The Air Miles Travel Company Brief: Give yourself a gift when purchasing gifts for others Creative agency: Archibald Ingall Stretton Writers: Jon Vinton, Matt Morley-Brown Art director: Steve Stretton Planner: Carole Lowe Exposure: National DM
The Air Miles Travel Company is using a direct marketing campaign to encourage its members to increase their points while doing their Christmas shopping. In its first project for the company, Archibald Ingall Stretton has developed a mailpack, which is being sent out to 350,000 Air Miles members who have not earned sufficient points to fund a trip. The creative shows images of UK high streets juxtaposed with popular continental landmarks such as the Arc de Triomphe in Paris, the Coliseum in Rome and the Grand Canal in Venice. The images are meant to make people think of the places they could use their Air Miles to visit.
GLAXOSMITHKLINE - BEECHAMS Project: Beechams Client: Lucy Chown, senior brand manager, GlaxoSmithKline Brief: Position Beechams as the commonsense remedy for the common cold Creative agency: Grey London Writer: Jonathon Marlow Art director: Jimmy Blom Planner: Alison Hardy Media agency: MediaCom Media planner: Jo Higginson Photographer: Julien Wolkenstein Production companies: Rokkit, Reginald Pike Directors: The Pelorian Brothers Editors: Brian Wells, School Editing; Leo Scott, Speade Post-production: Rushes Exposure: National TV, press, outdoor, online
GlaxoSmithKline is putting £5 million behind a campaign to promote its Beechams' Flu Plus and All in One brands this winter. The campaign positions Beechams as a reliable remedy for colds and flu.
The campaign revolves around two TV spots that run with the "until there's a cure there's Beechams" line. The ads are shot in the style of dark Russian folk tales and feature people attempting various cures for their colds. The first, "ice hole", shows a fierce grandmother bullying her grandsons into a hole in the snow.
Accompanying print ads show alternative cures such as drinking urine, leech therapy and self-flagellation. Beechams is the number-two cold-remedy brand, with a market share of 32 per cent, according to IRI figures.
This article was first published on campaignlive.co.uk
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