The Work: New campaigns - UK
campaignlive.co.uk, Friday, 15 September 2006 12:00AM
ONE TO LOOK OUT FOR - VIRGIN TRAINS - APACHE
Client: Craig Inglis, sales and marketing director, Virgin Trains
Brief: Demonstrate that time spent on Virgin Trains is time well spent
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Ben Hartman
Art director: Neil Durber
Planner: Lucy Howard
Media agency: Manning Gottlieb OMD
Media planner: Claire Marker
Producer: Anna Hashmi
Production company: MJZ
Director: Fredrik Bond
Editor: Rick Russell
Post-production: The Mill
Exposure: TV, cinema, broadband
Virgin Trains is following last year's high-profile "return of the train" spot with a TV campaign to promote the improved experience on its Pendolino trains.
Marauding Apaches replace Hollywood greats as Virgin Trains attempts to show that travelling by train is an enviable experience.
Rainey Kelly Campbell Roalfe/Y&R has created a spot that features Apaches riding their horses alongside a speeding Virgin Train as a man relaxes on board devising ideas in his notebook. But while they appear to be attacking the train, they are actually attempting to capture the man's ideas from his notebook. The ad ends with the line: "Man who go on big train have big idea."
The TV spot, which was shot on location in County Durham and Penrith, will be supported by a print campaign that develops the theme of being able to have "thinking time" on Virgin Trains.
The ad has been tailored to three lengths (80 seconds, 60 seconds and 40 seconds) for TV and will run in cinemas as an 80-second execution.
ORANGE - MAGIC NUMBERS 'PORTAL'
Project: Magic numbers "Portal"
Client: Pippa Dunn, brand marketing director, Orange
Brief: Introduce Orange's "magic numbers" product
Creative agency: Mother London
Writer: Mother London
Art director: Mother London
Planner: Mother London
Media agency: Initiative
Media planner: Julia Francis
Producers: Jay Veal, Biscuit; Richard Packer, Independent
Production companies: Independent Films; Biscuit
Director: Noam Murro
Editor: Avi Oron, Bikini NYC
Post-production: Framestore London
Exposure: National TV, press, poster
This month, Orange is introducing a product called "magic numbers". This allows Orange customers to have unlimited conversations with a nominated "magic number", and to add a new number every six months.
Mother London has developed a TV ad to introduce the product. The 60-second spot centres on the idea that having a conversation is a bit like being inside someone's head. The ad opens with a woman walking through different rooms, as if she were walking through someone's thoughts. In one room, shapes float through the air; in another she climbs into a gramophone.
The spot uses a rainbow to symbolise the threshold people cross when they enter a conversation. The ad closes with the voiceover: "With magic numbers, get to know each other better."
HARVEY NICHOLS - HARVEY NICHOLS BRAND 2006
Project: Harvey Nichols brand 2006
Client: Julia Bowe, marketing director, Harvey Nichols
Brief: Reinforce Harvey Nichols' fashion status
Creative agency: DDB London
Writer: Ben Tollett
Art director: Emer Stamp
Planner: Elisa Edmonds
Media agency: Rocket
Media planners: Kate Jarrett, Kate Roberts
Photographer: Dimitri Daniloff
Exposure: Fashion magazines and supplements
DDB London has launched a new campaign for Harvey Nichols to reinforce the department store's position as the UK's most renowned fashion retailer.
Three press executions demonstrate the power of Harvey Nichols, using striking visual metaphors. In the first ad, for Harvey Nichols Beauty, a woman applies make-up while being watched over by two men. The woman's head has been removed and replaced with a lightbulb. The men have moth heads. In the menswear execution, the male model's head has been substituted with a blowtorch. He approaches two women who have ice-cube heads. In the third ad, for Harvey Nichols womenswear, the model's head has been replaced with a giant pin. She strides down a corridor towards two men who have balloon heads.
MINI - THE WHITE RABBIT
Project: The white rabbit
Client: Ysabel Vazquez, marketing manager, Mini
Brief: Target cultural influencers and trendsetters and take them to
destinations on the internet they would not have found for themselves
Creative agency: Profero
Art director: Scott Clark
Planner: Jesse Basset
Designers: Jamie Long, Johan Arlig
Media agency: Zed
Media planner: Katie Donnelly
Profero won Mini's digital account in June on the strength of this idea, which builds on the idea of a Mini adventure by taking users to interesting sites on the web.
Users are encouraged to click on a Mini that appears out of the ad, and are then taken not to Mini's own website but to a variety of niche, non-commercial sites such as www.hencam.co.uk (a live webcast from a chicken coop) and www.settleforbrian.com (a site run by the eponymous Brian that aims to convince women that they would be happier with him than with Brad Pitt).
The user never actually ends up being directed to the Mini website - making this that rarest of beasts, a branding-based online advertising campaign.
PHONES 4U - SEASIDE
Client: Jim Slater, marketing director, Phones 4U
Brief: Drive consideration levels of Phones 4U
Creative agency: WCRS
Writers: Andy Dibb, Steve Little
Art directors: Andy Dibb, Steve Little
Planner: Cameron Saunders
Media agency: MediaVision
Media planner: Ian Lees
Producers: Vanessa Hetherington, Wanted; Eliot Liss, WCRS
Production company: Wanted
Director: Brian Baderman
Editor: Scott Crane, The Quarry
Post-production: Mark Benson, The Moving Picture Company
Audio post-production: Wave
Exposure: National TV
Phones 4U continues its humorous campaign featuring the Americanised hero Jack and other odd characters, in a series of ads set by the sea.
The quirky ads, part of a £12 million campaign by WCRS, suggest that Phones 4U cuts through the confusion of the mobile phone market.
In one, entitled "paddling", a girl plays a small accordion on a seemingly pleasant beach. The calm atmosphere suddenly turns to chaos, as people run out of the sea, in a scene reminiscent of Jaws. As people flee from the water, Jack offers a character called Scary Mary a selection of phones from the inside pockets of his coat. Jack calms her fears about which phone to choose, and then he reassures her that: "Phones 4U can find exactly what you need. Then offer the phone that's right for you."
BARCLAYS - WIN A CONTRACT
Project: Win a contract
Client: Ching-Har Wong, senior online marketing manager, Barclays
Brief: Encourage use of Connect and Electron cards by making use of
Barclays' Premiership football sponsorship
Creative agency: Dare
Writers: Alistair Robertson, James Cooper
Art director: Tim Palmer
Planner: Nick Emmel
Media agency: Walker-i
Media planner: Mark Syal
Production company: Dare
Exposure: Online, TV
Barclays' latest online and interactive TV campaign aims to get customers using their Connect and Electron cards by offering the chance to win a £10,000 playing contract with a Premiership club.
A series of online ads ask users to enter their surname into a box. The ads then spin out to show a front page Sun headline featuring the user's name. The website, at www.winacontract.com, features online-only video footage of Rory McGrath explaining the different ways users can enter the draw to win a personalised shirt and also how they can sign up for the main prize.
SPECIAL OLYMPICS - SPECIAL OLYMPICS AWARENESS CAMPAIGN
Project: Special Olympics awareness campaign
Client: Karen Wallin, operations manager, Special Olympics GB
Brief: Raise awareness of Special Olympics
Creative agency: JWT
Writer: Ryan Lawson
Art director: Andy Smith
Planner: Louise Hinchliffe
Media agency: MindShare
Media planner: Si-Chong Man
Photographer's agency: Rankin Photography
Retouching company: Lightbulb
Exposure: National outdoor
JWT has created a challenging pro bono print campaign for Special Olympics Great Britain, the country's largest volunteer sports organisation for the learning disabled.
The prize-winning photographer Rankin donated his time and studio to capture the Special Olympics athletes on film. The campaign aims to challenge the response many people experience when confronted with a person with intellectual disabilities. This is done by opening the headline with a seemingly negative twist, which then resolves into a positive statement. Each execution features a photo of a Special Olympian. One reads: "Mark was born with a serious ability." The posters all carry the line: "Supporting people with ability. Special Olympics GB."
ENERGY SAVINGS TRUST - ENERGY EFFICIENCY CAMPAIGN
Project: Energy efficiency campaign
Client: Kate Rogers, business marketing executive, Energy Savings Trust
Brief: Encourage housing association tenants to save energy
Creative agency: Tullo Marshall Warren
Writer: John Aitcheson
Art director: Mickey Madgett
Graphic designer: Barry Redford
Production: Paul Hayes,Chris Dale
Exposure: 450 helium-balloon mail packs to local housing associations
and 401 letters to housing association chief executives
Tullo Marshall Warren has developed a programme for the Energy Savings Trust asking management within housing associations to encourage tenants to save energy. The agency has created two mail packs to reach housing associations across the UK.
Housing association staff will receive a box labelled "Less hot air. More action", which, when opened, reveals a helium balloon with the message: "Leaving a light on for just 40 minutes releases this much C02 into the atmosphere."
TMW is also targeting housing association chiefs with a letter explaining the Energy Savings Trust's aims and the benefits of energy efficiency to their businesses.
ODDSCHECKER - HELLO TREVOR
Project: Hello Trevor
Client: Simon Miller, marketing and data analyst, Oddschecker
Brief: Communicate the Oddschecker core proposition in a simple,
compelling and entertaining way: only an idiot would place a bet online
without checking they've got the best odds
Creative agency: Karmarama
Writer: Will Flack
Art director: Aaron Willmer
Planner: Sid McGrath
Media agency: PHD
Media planner: Lindsay Weedon
Photographer: Olaf Blecker
Exposure: Outdoor, national press from mid-September
Karmarama has developed a campaign for Oddschecker, the odds comparison betting website.
The press and poster ads, backed by a £1 million spend, introduce the Oddschecker anti-hero, Trevor, a "lovable" ginger idiot who always chooses the wrong option. With so many betting sites now available online, the ads aim to raise awareness of the Oddschecker brand by discouraging gamblers from betting as badly as Trevor.
The campaign is running in the national press and outdoor sites across London.
There has been a sevenfold increase in betting in the UK since 2001, and the industry now accounts for £50 billion a year, or more than £800 a person, according to research from Nottingham Trent University.
This article was first published on campaignlive.co.uk
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