The Work: New campaigns - UK

campaignlive.co.uk, Friday, 22 September 2006 12:00AM

ONE TO LOOK OUT FOR - BOOTS - ALICE IN BOUDOIRLAND
CREDITS
Project: Alice in boudoirland
Client: Helen Miller, commercial director for cosmetics and fragrance,
Boots
Brief: Add premium values to the UK's biggest-selling cosmetics brand
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Producer: Mother
Media agency: MediaCom
Media planner: Naked
Production company: Gorgeous
Director: Chris Palmer
Editor: Paul Watts, The Quarry
Post-production: Alteration
Audio post-production: Factory
Exposure: National TV

THE LOWDOWN

Boots No. 7 continues its "secrets of the boudoir" campaign with a surreal film from Mother.

The ad is a conscious departure from conventional make-up advertising, with its airbrushed celebrities and baffling scientific explanations.

To the tune of the psychedelic classic White Rabbit, by Jefferson Airplane, a woman takes a dream-like journey through a series of luxurious bedrooms until she finds her perfect match.

The ad is based on the insight that getting ready is the best part of a night out. In it, a woman magically shrinks like Alice in Wonderland and walks through her mirror into a world where rooms are upside down and time runs backwards.

The 50-second commercial incorporates a number of products from the No.7 range, which Boots relaunched in February last year.

The make-up line saw a 20 per cent increase in sales following the relaunch, and is the UK's market-leading cosmetic brand.

KINGSMILL - NO CRUSTS
CREDITS
Project: No crusts
Client: Brian Robinson, chief executive, Allied Bakeries
Brief: Promote Kingsmill bread Crusts Away as the solution for kids who
hate crusts
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Simon Briscoe
Planner: Howard Miller
Media agency: ZenithOptimedia
Media planner: Jenny Davidson
Production company: Another Film Company
Director: Jeff Stark

Editor: Bruce Townend, The Quarry
Post-production: The Moving Picture Company
Audio post-production: Soho Studio
Exposure: National TV

THE LOWDOWN

Kingsmill is backing the launch of its latest bread, Crusts Away, with a £3 million ad campaign through M&C Saatchi.

The bread is aimed at children and, as the name suggests, already has the crusts taken off.

The centrepiece of the campaign is a 20-second TV spot. The ad comprises a series of vignettes showing inventive ways in which children dispose of crusts.

The execution begins with a crust tied to a model train-set track as the train comes hurtling towards it. The next shot shows a girl on a pogo stick jumping up and down on some crusts.

Other demolition techniques include firing them up into the sky on a bottle rocket, dragging them behind a radio-controlled car and hitting them with a golf club.

THE ECONOMIST - AUTUMN POSTER BURST
CREDITS
Project: Autumn poster burst
Client: Jacqui Kean, global brand marketing manager, The Economist
Brief: Surpass yourself
Creative agency: Abbott Mead Vickers BBDO
Writers: Prabs Wignarajah, Mark Tweddel, Mark Fairbanks, Mike Nicholson,
Barney Ashton
Art directors: Jeremy Tribe, Tony Hardcastle, Paul Cohen, Paul Pateman
Planners: Clare Townhill, Clare Hutchinson
Media agency: Paul Gummer Associates
Media planner: Paul Gummer
Exposure: 48-sheets, cross tracks, six-sheet airports

THE LOWDOWN

The Economist's latest print campaign aims to attract new readers while keeping existing ones loyal by positioning the title as a tool that helps people surpass themselves.

The campaign, through Abbott Mead Vickers BBDO, comprises a series of executions, with all but one in its trademark white-out-of-red style.

In a break from tradition, one execution features the words "Economist reader" written in the style of the Superman logo set on a white background.

The rest are set on the famous red background. One shows the "open doors" button for a lift, to symbolise how reading The Economist can lead to new opportunities. Another shows a skull attached to a backbone, constructed of the words "Have an opinion".

SCOTTISH WIDOWS - PREPARATION IS EVERYTHING
CREDITS
Project: Preparation is everything
Client: Mike Hoban, customer and brand marketing director, Scottish
Widows
Brief: n/s
Creative agency: Leo Burnett
Writer: n/s
Art director: n/s
Planner: Kim Douglas
Media agency: Zed Media
Media planner: Dan Sear
Production company: Therapy Films
Director: Sean de Sparengo
Editor: Cyril Metzger, Cut & Run
Post-production: Nico Cotta, The Moving Picture Company
Audio post-production: Alex Nicholls-Lee, Olly Usher, Scramble
Exposure: National TV

THE LOWDOWN

Scottish Widows is returning to TV after a two-year absence, with a new campaign backed by a £10 million media spend.

The campaign is the first TV work to be developed by Leo Burnett since it won the account in 2004. It introduces the brand's third widow, the model Hayley Hunt, and is built on the strapline: "Preparation is everything."

Shot against a backdrop of Icelandic hills, the ad shows Hunt in the widow's famous black cloak and gown. A voiceover explains how, even though people have different plans for the future, Scottish Widows can help.

The ad launches on 1 October and will appear as a 50-second spot and two 20-second cut-downs. It will run throughout 2007.

THE SPECTATOR - CHAMPAGNE FOR THE BRAIN
CREDITS
Project: Champagne for the brain
Client: Kimberly Quinn, publisher, The Spectator
Brief: Capture the title's intellectually stimulating, challenging views
Creative agency: Large Smith Walford
Writer: Julian Walford
Art directors Hugh Large, Mark Wilkie
Planner: Nick Steyn
Media agency: Large Smith Walford
Media planner: Large Smith Walford
Photographers Large Smith Walford/Paul Raeside
Exposure: Outdoor, Underground, DLR, press, online

THE LOWDOWN

The Spectator is running an outdoor campaign aimed at ditching its image of a stuffy, Conservative-leaning title read by Old Etonians and Oxbridge graduates.

The £200,000 campaign - through Large Smith Walford - runs across the main rail commuter sites in London, the Home Counties and the Midlands, throughout the autumn. Each execution features a word, composed in part by letters from the magazine's masthead, to publicise aspects of its editorial coverage.

The campaign's centrepiece is a 48-sheet poster featuring the word "agitator" to suggest provocative editorial content. A series of six-sheets feature different words, such as "competitor" to reflect its sports coverage and "illuminator" for its arts pages.

DEBENHAMS - DESIGNERS AT DEBENHAMS
CREDITS
Project: Designers at Debenhams
Clients: Alison Jones, marketing director; Lisa Morrison, brand manager,
Debenhams
Brief: Launch Debenhams' autumn collection with a focus on Designers at
Debenhams
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Jeremy Carr
Art director: Richard Stoney
Producer: Donna Baker
Media agency: Carat
Production company: RSA
Director: Jordan Scott
Editor: Ben Stephens
Post-production: The Moving Picture Company
Audio post-prodcution Wave
Exposure: TV

THE LOWDOWN

The star of the BBC series Hustle fronts a campaign created by Miles Calcraft Briginshaw Duffy for the second-largest department-store chain in the UK. Debenhams signed the actress Jaime Murray as the face of its autumn advertising drive.

The TV spot is shot in the manner of a stylish spy thriller and features Murray in a number of outfits, attempting to track down the fashion designers responsible for the Designers at Debenhams range.

Debenhams became a quoted company on the London Stock Exchange in April this year. The chain has 126 stores and plans to open a further 15 franchises by the end of the 2008 financial year.

NSPCC - BARRIERS CAMPAIGN
CREDITS
Project: Barriers campaign
Client: John Grounds, director of communications, NSPCC
Brief: It is time for everyone do something to end cruelty to children -
every action counts
Creative agency: Saatchi & Saatchi
Writer: Rob Porteous
Art director: Dave Askwith
Planner: Jo Bartholomeou
Media agency: ZenithOptimedia
Media planner: Sheila Bowden
Production company: Outsider
Director: Steve Hudson
Editor: Bill Smedley
Post-production: Work
Exposure: TV

THE LOWDOWN

The NSPCC is combining online activity with a TV campaign to encourage people to help stop child abuse.

The campaign contains two TV ads by Saatchi & Saatchi and online activity by DNA.

In the first TV spot, a father apparently abusing his daughter is stopped when runners raising money for charity run through her bedroom. The second spot shows a woman prevented from attacking her son by rows of volunteers. The ads direct viewers to the website www.bethefullstop.tv.

Each month, the NSPCC needs to make £7 million and to attract 2,000 volunteers.

SWATCH - FALL-WINTER 2006
CREDITS
Project: Fall-Winter 2006
Client: Roberto Costa, director of marketing, Swatch
Brief: Promote the new fashion watch range as part of the "Flash
Mobbing" brand campaign
Creative agency: Joshua
Creative team: Rod Clausen, Manolo Perrotta
Planner: Elizabeth Tindall
Media agency: In-house
Media planner: Agneta Gumaelius
Photographer: Kristian Schuller
Exposure: Fashion press, poster, online, point-of-sale

THE LOWDOWN

Swatch is putting EUR14 million behind a burst of integrated activity to back the launch of its autumn and winter range of watches. The campaign, developed by Joshua, includes press, poster, online and point-of-sale. It continues the "flash mobbing" theme of its two previous campaigns, which aims to communicate the brand's positioning as fun and spontaneous.

The print ads feature models in a series of poses. In one, a group of female models are having a bag fight. In another, they are posing on the ski slopes. Another spot shows grown men dressed as cowboys and Indians, who have invaded a cinema where a Western is being shown. The campaign will run globally.

This article was first published on campaignlive.co.uk

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