The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 09 December 2005 12:00AM
ONE TO LOOK OUT FOR - METROPOLITAN POLICE - DOMESTIC VIOLENCE Project: Domestic violence Client: Emma Taylor, campaign manager, Metropolitan Police Brief: Increase awareness that the Met will independently pursue abusers even without a victim's statement Creative agency: Miles Calcraft Briginshaw Duffy Writer: Jeremy Carr Art director: Jeremy Carr Planner: Andy Nairn Media agency: MediaCom Media planner: Matt Buttrick Photographer: Jocelyn Bain Hogg Exposure: 48-sheet Underground posters, consecutive pages in London press and magazines, football matchday programmes, radio, washrooms
Miles Calcraft Briginshaw Duffy has developed a print campaign that aims to reduce domestic violence at Christmas - a peak time of the year for abuse.
The campaign addresses a number of myths that abusers believe exempt or protect them from prosecution. One misconception is that abusers can't be prosecuted if their partners don't report them - when actually, the police can prosecute without the co-operation of the victim. Another execution addresses gay relationships and the myth that domestic violence law applies only to straight couples.
Each execution comes in two parts: one ad that features a fictional belief and a second that corrects it. In one, a headshot of a man shows him looking nonchalant and indifferent. In the corresponding ad, the picture zooms out to reveal that he is, in fact, in a police cell. Press ads run on consecutive pages and posters show both executions side by side.
The Metropolitan Police estimates that in London domestic violence accounts for one in four murders. At Christmas, the number of reported incidences rises.
BRITISH AIRWAYS - SNOWMAN Project: Snowman Client: Jayne O'Brien, head of marketing, British Airways Brief: Merry Christmas from British Airways Creative agency: Bartle Bogle Hegarty Writers/art directors: Dan Hubert, Amber Casey Media agency: ZenithOptimedia Exposure: Outdoor, national press
In its first work for British Airways, Bartle Bogle Hegarty has created a 96-sheet poster and press ad for the airline to wish its customers a merry Christmas.
The poster is an image of a snowman made from clouds with a BA plane in the background. BBH is in production on a TV campaign for BA, which is set to launch in the new year. The new work is expected to introduce BBH's new slogan: "Upgrade to BA."
SKODA - OCTAVIA vRS LAUNCH CAMPAIGN Project: Octavia vRS launch campaign Client: Lisa Kirkbright, communications manager, Skoda Brief: Generate intrigue and excitement around the launch of the Octavia vRS Creative agency: Archibald Ingall Stretton Writers: Matt Morley Brown (AIS), Jonny Watson (Dais) Art directors: Martin Lythgoe (AIS), Dan Harrison (Dais) Media agency: MediaCom Photographer: Graham Young Exposure: Online, extreme sport sites, customer and prospect mailing
Archibald Ingall Stretton and its online arm, Dais, have developed an integrated campaign to back the launch of the high performance Skoda Octavia.
The creative idea uses the Jekyll and Hyde-style characters Dr Skoda and Mister vRS to highlight the car's opposing characteristics - practical, yet exciting. Their story is told online in a blog by the character's daughter. She tells how by day he is a respectable GP, but at night and at weekends, he craves adventure and excitement, which he gets from driving his car.
A mailpack contains a reversible eye mask, which is either good or evil, depending on which way up it is. Recipients are encouraged to take a test drive or request more information.
Since 1998, Skoda sales have increased from 1,273 to more than 10,000 in 2005.
PINK - SPEED-DATING Project: Pink speed-dating. Client: Martin Stead, Pink Brief: Help gay, professional men who are tired of the "scene" meet like-minded people in a convivial, sociable environment Creative agency: Leo Burnett Writers: Tony Malcolm, Guy Moore, Caroline Oliver Art directors: Tony Malcolm, Guy Moore, Sarah Clift Planner: Stephanie Sieber Media agency: Starcom Photographer: Tif Hunter Retouching company: Happy Finish Exposure: 48-sheet posters in selected London locations
Pink is the first internet-based gay speed-dating agency in the UK and has been designed to give the 47 per cent of gay men who are single the opportunity to meet a partner.
To back the launch, Leo Burnett has developed a print campaign. Consisting of three 48-sheet posters, the work features pictures of well-dressed, handsome gay men. Emblazoned across each image is a tongue-in-cheek line such as: "You never know, you might get taken up the aisle."
The dating site claims that 77 per cent of its clients have at least one follow-up date after their online speed-dating experience.
The campaign has been released at an important time for the gay community, following the recent passage into law of the Civil Partnership Bill, which establishes same-sex partnerships as legal relationships.
LYNX - ALPHABET GIRLS Project: Alphabet girls Client: Lauren Gold, brand executive, Lynx Brief: Play the mating game this Christmas Creative agency: Dare Writer: Alistair Robertson Art director: Olivier Rabenschlag Planner: Rebecca Mackenzie Designer: Rufus Kahler Exposure: www.lynxmas.com and e-mail to existing base to drive traffic
Dare has developed a saucy Christmas viral campaign to raise awareness of the Unilever-owned male fragrance brand Lynx.
An e-mail has been sent to a select database of men. It directs them to a web page where they can create a special Christmas message to send to their friends. On the site are computer-generated women dressed in festive red underwear. Visitors to the site choose a message to send to their friends and the women pose to form the first letter of the greetings. Recipients of the greetings will be encouraged to send one to their friends, creating a viral effect. Last year, a viral for Axe - as the brand is known in other markets - allowed men to tickle the Slovakian model Silvia Valcikova with a feather.
PIZZA HUT - PIZZA MATHS Project: Pizza maths Client: Simon Wallis, director of retail marketing, Pizza Hut Brief: Launch the Big New Yorker Creative agency: Wieden & Kennedy Writer: Darren Wright Art director: Stuart Harkness Planner: Stuart Smith Designer/typographer: Guy Featherstone Media agency: Starcom Media planner: Will Phipps Production company: Another Film Company Director: Steve Reeves Editor: Scott, Quarry Post-production: Glassworks Exposure: National TV
Pizza Hut is ditching its "Who's in the hut?" endline and scrapping its man-sized birds in its latest tranche of advertising by Wieden & Kennedy.
The new £2 million campaign backs the Big New Yorker, which it claims can feed a family of four for £9.99.
Based on tongue-in-cheek mathematical conundrums, with the tagline: "You do the maths, we'll do the pizza", the campaign aims to promote Pizza Hut as a restaurant where you get proper table service and fantastic deals.
The restaurant is looking to turn around a decline in profits, which have dropped by 13 per cent this year, to £7.3 million.
REFUGE - CHILDREN'S CAMPAIGN Project: Children's campaign Client: Lisa King, director of communications, Refuge Brief: Raise awareness that 90 per cent of domestic violence cases are witnessed by children Creative agency: McCann Erickson Writer: Peter Higgins Art director: Sean Cullen Planner: Robbie Burton-Sanigar Media agency: Universal McCann Media planners: Trudi Baker, Kelly Poynter Photographer: Gary Bryan Retouching: Steve Rochford Exposure: Outdoor, national press
McCann Erickson has created an emotive campaign for the domestic violence charity Refuge, which aims to raise awareness that 90 per cent of domestic violence cases are witnessed by children.
The press and poster campaign, which builds on the "don't ignore it" strategy introduced in 2003, uses children's own words as captured in diaries and letters to make the reader feel as if they have stumbled across a private moment.
One execution, entitled "Santa", is a crumpled note to Father Christmas which reads: "This year, all I want for Christmas is for daddy to stop hitting mummy. I don't want toys, just for mummy to stop being hurt and crying."
VIRGIN TRAINS - GREAT BRITAIN FOR GREAT PRICES Project: Great Britain for great prices Client: Vickie Passingham, direct marketing manager, Virgin Trains Brief: Illustrate that Virgin Trains' great product is great value too Creative agency: Craik Jones Watson Mitchell Voelkel Writer: Chris Childerhouse Art director: Anthony Cliff Planner: Alison Payne Exposure: Direct mail to customers who have previously bought off-peak/value fares
Since the beginning of the year, Virgin Trains has been running its "Great Britain for great prices" campaign, offering cut-price train tickets to cities around the country.
To remind people of the offer, Craik Jones Watson Mitchell Voelkel has created a set of die-cut postcards. Each postcard highlights a famous aspect of the destination city it promotes.
The postcard for Birmingham is cut in the shape of a Bull because of the renovated Bullring shopping centre, while London's postcard is shaped like Nelson's column.
Each image has a price sticker on it that can be peeled off to reveal the route on offer.
FAT CAT KIT - SKIP Project: Skip Client: David Williams, chief executive, Avanti Screenmedia Brief: Promote the launch of www.fatcatkit.com Creative agency: Avanti Screenmedia Writer: Stuart Gill Art director: Stuart Gill Media agency: Avanti Screenmedia Media planner: Vivienne McKenzie Production company: Avanti Screenmedia Director: Stuart Gill Exposure: Avanti Screenmedia in UK shopping malls and bars
Fat Cat Kit is an online supplier of branded flat-screen TVs. To generate interest among the over-18 male market, Avanti Screenmedia (which owns Fat Cat Kit) has developed an out-of-home screen campaign.
One ad, which will be aired in shopping centres, pubs and bars, features a crowd seated around a skip while a man puts his rubbish in it. The strapline reads: "Why watch rubbish?" A second ad, which will be screened late, stars a couple in a kitsch sitting-room. The man slides under a glass coffee-table while his partner squats above him. The endline reads: "Why watch crap?".
This article was first published on campaignlive.co.uk
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