The Work: New campaigns - UK
campaignlive.co.uk, Friday, 01 September 2006 12:00AM
ONE TO LOOK OUT FOR - KRONENBOURG 1664 - SEAT SEARCH
Project: Seat search
Client: Sharon Annette, marketing manager, premium lagers, Scottish &
Brief: Reposition Kronenbourg as the lager that is worth taking the time
Creative agency: M&C Saatchi
Writer: Tom Drew
Art director: Uche Ezugwu
Planner: Jacqueline Biggs
Media agency: Starcom Mediavest
Media planner: n/s
Production company: Another Film Company
Director: Steve Reeves
Post-production: The Moving Picture Company
Audio post-production: Jungle
Exposure: National TV
Scottish & Newcastle is using a TV campaign to encourage 25- to 35-year-old men to take time out to enjoy Kronenbourg 1664 draught lager.
The 60-second spot, developed by M&C Saatchi, is part of an £18 million campaign for the brand. It follows a thirtysomething man, who, having grown out of his laddish, boozy nights out, wants to find a quiet spot in which to sit down and enjoy his pint in peace.
The film follows the man through the streets of Paris on an apparently hopeless quest for the elusive spot. After missing the last seat in the pub, he ventures outside. He spots a sofa on the street, but it gets carted off by removal men. When he finds a seat on a bench in the train station, he is immediately compelled to offer it to an old lady. He finally wanders into an art gallery, where he spots a lone chair in the middle of a hall. The action then cuts to him sitting down wearing nothing but a smile, surrounded by artists in a life drawing class. The ad ends with the line: "Sit. Savour. 1664."
Last year, Kronenbourg was the eighth-biggest beer brand in the UK with sales of £65 million to £75 million in 2005, according to TNS Worldpanel figures.
AMERICAN EXPRESS RED CARD - GISELE, MY CARD, MY LIFE
Project: Gisele, my card, my life
Client: Alison Bain, head of European advertising, American Express
Brief: Encourage people to sign up for the American Express Red credit
Creative agency: Mother
Art director: Mother
Media agency: Carat
Media planner: Rory Lindsay
Photographer: Nick Knight
Retouching: Allan Finamore
Exposure: Outdoor sites across London, national magazines
This press and poster campaign from Mother for the American Express Red card stars the Brazilian supermodel Gisele Bundchen and Keseme Ole Parsapaet, a Masai warrior in full tribal dress.
The juxtaposition of the two figures - a fashion icon alongside a traditional Kenyan tribesman - is designed to show how shopping can help Aids victims in Africa. For every £1 spent on a Red card, American Express donates at least 1p to a global fund for Aids relief.
The campaign introduces the revised "my card, my life" strapline, which switches the usual Amex "my life, my card" line around. The images were styled and shot by the British fashion photographer Nick Knight.
The American Express Red card is part of Product Red, a charitable project launched in January by the U2 frontman, Bono, and supported by brands including Converse, Gap and Giorgio Armani.
SWIFTCOVER.COM - POUNDS 275
Client: Tina Shortle, marketing director, Swiftcover.com
Brief: Underline why Swiftcover.com's "no call-centre" proposition means
cheaper car insurance
Creative agency: Mortimer Whittaker O'Sullivan
Writer: Gordon Graham
Art director: Adrian Kemsley
Planner: Dom Boyd
Media agencies: Spark, Initiative
Media planner: Sarah Jennings
Production company: HLA
Director: Marc Charach
Editor: Cut & Run
Post-production: Framestore CFC, Absolute
Audio post-production: Grand Central
Exposure: National TV
Swiftcover.com has launched a TV spot that explains how much people can save by using its purely online insurance service.
The ad, created by Mortimer Whittaker O'Sullivan, opens on a farmhouse. Around the back in the chicken run, a man is shown feeding money to his poultry - a visual metaphor designed to convey how other insurance companies waste money by running call-centres.
As he walks around the farm, the man explains how a customer can save as much as £275 when they take out a policy with Swiftcover.com because the company does not operate any call-centres.
Swiftcover.com launched last summer, backed by a £12 million adspend. The company is headed by Andrew Blowers, a former Churchill Insurance board director, and has been positioned to capitalise on the growing amount of car-insurance business conducted online.
REFUGE - BIGGEST COVER-UP
Project: Biggest cover-up
Client: Sandra Horley OBE, chief executive, Refuge
Brief: Expose the fact that one woman in four is affected by domestic
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: Rebecca Rae
Art director: Olu Falola
Planner: Caroline Parkes
Exposure: Low-volume London distribution
Craik Jones Watson Mitchell Voelkel has developed an ambient campaign for the domestic violence charity Refuge, in an attempt to raise awareness of both the charity's work and the realities of domestic abuse.
The campaign comprises two creative executions. One appears at first glance to be a free sample of blemish concealer. However, closer inspection reveals text on the package that reads "tested on women by animals" and "recommended for keeping up appearances". The samples will be handed out in shopping centres and other places women visit.
The second execution consists of stickers stuck on fruit, bearing the message: "Stop the bruising." The fruit will be distributed in offices.
FULL TILT POKER - FULL TILT POKER
Project: Full Tilt Poker
Client: Bob Wolf, marketing consultant to Full Tilt Poker
Brief: Learn from the world's best poker players at Full Tilt Poker
Creative agency: Clemmow Hornby Inge
Writer: Nigel Roberts
Art director: Paul Belford
Designers: Dan Beckett, Murray Wyse
Media agency: Naked
Exposure: Lifestyle and poker magazines
Full Tilt Poker is using its latest campaign to tell poker fans that they can learn more about the game from the world's best players by logging on to the gaming site.
Full Tilt Poker gives players access to the skills and experience of the game's top professionals. Each print ad, created by Clemmow Hornby Inge, focuses on an expert's particular skill. One stars Jennifer Harman, whose speciality is bluffing. The copy beside her picture is blanked out except for the text: "Bluff Harman? Forget it. It's like she's reading your mind. Hundreds of years ago, they'd have chased her out of the village." The campaign will appear in lifestyle and poker magazines.
FIRST DIRECT - CREATE A BANK AROUND YOU
Project: Create a bank around you
Client: Liz Carruthers, head of direct marketing, First Direct
Brief: Encourage prospects to open an account
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: Natasha Ali
Art director: Emma Robinson
Planner: James Champ
Planning director: Caroline Parkes
Exposure: Direct mail
First Direct is communicating its versatile and friendly approach through a direct marketing campaign built around Fuzzy Felt, the retro children's toy.
Mail packs, created by Craik Jones Watson Mitchell Voelkel, are being sent to 2,000 young adults who have registered an interest in joining the bank.
Each pack takes the form of a box of Fuzzy Felt. The lid carries the message: "Does your bank give you that warm, fuzzy feeling?" and a picture of a colourfully dressed, smiling bank manager. Inside is a Fuzzy Felt kit and a booklet that explains the benefits of First Direct, such as a gift of £50 when you open an account and free banking, even when overdrawn.
GREATER LONDON AUTHORITY - WE ARE ONE
Project: We are one
Client: Greater London Authority
Brief: Celebrate London's multicultural diversity
Creative agency: Nitro
Writers: Steph Dunk, George Gremin
Art director: Andy Bird
Planner: Verra Budimlija
Media agency: Kinetic
Media planner: Laura Moorcraft
Exposure: Outdoor, press, online
The Greater London Authority is running a campaign that attempts to arouse a sense of pride among the capital's seven million inhabitants.
The ads have been developed by Nitro and follow a first burst of activity that used the strapline "Seven million Londoners, one London" and appeared after the terrorist bombings in July last year.
This time around, Nitro conveys two messages in one sentence by picking out certain letters in red and others in white. This means the sentence "We are Londoners" reads simultaneously as "We are one".
The campaign, sponsored by British Gas and Capital Radio, is running online and in print media as well as on 3,500 outdoor sites across the capital.
ITV2 - I'M WITH VINCE
Project: I'm with Vince
Client: Tom Lucas, controller of channel marketing, ITV
Brief: Help ITV2 become the favourite channel of Britain's youth
Creative agencies: M&C Saatchi (print), ITV Creative (TV)
Writers: Tom Drew (print), Paul Braithwaite (TV)
Art directors: Uche Ezugwu (print), Laurie Smith (TV)
Designer: Peter Saville
Typographers: Simon Warden, Paul Barnes
Planner: Richard Storey
Media agency: MindShare
Media planner: David Wilding
Production company: ITV Creative
Director: Laurie Smith
Editor: Laurie Smith
Post-production: ITV Creative
Exposure: National TV, press, outdoor, online, ambient
ITV is running a campaign to launch its latest US import, Entourage, which follows a Hollywood actor and the childhood friends who join him on his path to stardom.
The advertising, created and produced jointly by ITV Creative and M&C Saatchi, includes cross-channel on-air promos as well as cinema, PR, online and poster activity.
The "I'm with Vince" campaign, which refers to the lead character, incorporates a dedicated website, where users can access a "lost" episode. The PR campaign includes celebrity endorsements and T-shirts designed and signed by the renowned graphic designer Peter Saville.
Entourage will make its UK terrestrial debut on ITV2 this autumn. The show is famed in the US for featuring cameo appearances from Hollywood stars such as Matt Dillon and Mark Wahlberg.
This article was first published on campaignlive.co.uk
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