The Work: New campaigns - UK
campaignlive.co.uk, Friday, 20 October 2006 12:00AM
ONE TO LOOK OUT FOR - BREAKTHROUGH BREAST CANCER - ODE TO BOOBS
Project: Ode to Boobs
Client: Deanne Gardner, head of communications, Breakthrough Breast
Brief: Encourage women to check their breasts for lumps
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Pip Bishop, Chris Hodgekiss
Art director: Chris Hodgekiss
Planner: Emily James
Media agency: Vizeum
Media planner: Zoe Schmidt
Production company: Weilands
Director: Susie Roberson
Post-production: The Moving Picture Company
Audio post-production: Jungle
Exposure: National cinema
The latest work for Breakthrough Breast Cancer by Rainey Kelly Campbell Roalfe/Y&R features a poem called Ode to Boobs, written by the creative team Pip Bishop and Chris Hodgekiss and read by The Vicar of Dibley star Emma Chambers.
In a daring move, the agency has backed the poem with a stream of images of women with their tops off.
The poem deals with how women often feel self-conscious about their boobs. It talks about the anxieties they have that their breasts are too big, too small or even that they "hang like two puppies in a sack".
As the poem draws to a close, it makes the point that no matter what a woman's breasts are like, it's better to have them than lose them to breast cancer, so women should always check them for lumps.
Most of the women in the ad are not actresses, and five actually work at the agency.
As many as 650 women a year die from breast cancer in the UK alone. According to the latest national figures, there were 2,285 new cases of the disease in 2005. This figure is set to increase to 4,700 cases per year by 2020.
BBC JAM - LEARNING THE WAY I LIVE
Project: Learning the way I live
Client: Jennifer Callahan, head of marketing, new media and learning,
Brief: Launch BBC Jam
Creative agency: Fallon
Writers: Matt Keon, Andy Lockley
Art directors: Matt Keon, Andy Lockley
Planner: Tom Goodwin
Production companies: Nexus, Partizan
Directors: Carolina Melis (Nexus), Woof Wan Bau (Nexus), Team Stush
Editors: Woof Wan Bau, Ben Hunt, Paul Hardcastle, Team Stush (Product)
Post-production: Nexus Production, Team Stush (Product) and Framestore
Audio post-production: Wave, Brains & Hunch (Buttons and Rabbit/Maths),
Exposure: BBC TV, online
The BBC has launched its online learning service for children aged between five and 16 with a series of promotional trails created by Fallon.
The service, which is linked to the National Curriculum, aims to inspire children to explore, learn and create. The trails include an animated maths game, a French soap opera and geography challenges.
Seven trails use the idea of exploring, learning and creating. The aim is to target different age groups with different messages, and include a rapping French snail to show teenagers that learning French can be fun, and an animated rabbit that helps six-year-olds with their maths.
The on-air campaign marks the culmination of a year's behind-the-scenes work for Fallon on BBC Jam. The agency also worked on the strategic development of the project and devised the name and logo, as well as contributing to the design of the website.
DUNLOP - INJECTION.TV
Client: Paolo Figini, brand director, Dunlop EU and EMEA
Brief: Drive awareness of the Injection website and, therefore, traffic
to the new Touch Technology area on the site
Creative agency: Agency Republic
Writer: Chris Baylis
Art director: Richard Hale
Planner: Jez Dutton
Media agencies: Media Planning Group, Universal McCann, MediaCom
Media planner: n/s
Exposure: Driving enthusiasts aged from 35 to 55
Dunlop is aiming to attract owners of high-performance sports cars to its motoring site (www.injection.tv) with an online campaign, which promotes its Touch Technology approach to developing high-performance tyres.
The campaign, by Agency Republic, comprises a skyscraper with a racetrack on it. A racing car zooms up and text invites the user to pick up a cone to see the car perform a donut.
When the user moves the mouse across the ad, it opens out, showing clips of vehicles fitted with tyres developed using Touch Technology. One shows a sports car worth £30,000 breaking Top Gear's lap record at the Silverstone race circuit.
Injection.tv was developed by Agency Republic last year to help create a community of motor enthusiasts and encourage loyalty to the brand.
MCCAIN - CHIP FACTORY
Project: Chip factory
Client: Simon Eyles, associate director: brand management, McCain Foods
Brief: Announce the news that McCain Home Fries are the world's tastiest
Creative agency: Beattie McGuinness Bungay
Writer: Trevor Beattie
Art director: Bil Bungay
Planners: David Bain, Dan Hill
Production company: Partizan
Directors: Michael Gracey, Pete Cummins
Editor: Diesel Schwarze
Post-production: The Mill
Audio post-production: Angel Studios
Exposure: National TV, cinema
McCain has unveiled the second spot in its musical-style advertising campaign for its Home Fries, which continues to focus on the brand's health credentials.
Created by Beattie McGuinness Bungay, the "chip factory" spot plays out in the style of an all-singing, all-dancing musical.
The first scene is set in a potato field, then the action switches to the chip factory, where the workers sing, dance and toss potatoes while energetically telling us how healthy McCain's chips are.
As in the first spot in the campaign, the workers sing to the tune of Food, Glorious Food, but replace the lyrics with "chips, glorious chips".
The ad closes with the line: "It's all good to taste."
VISIT WALES - THE MAC PACK
Project: The mac pack
Client: David Stephens, UK consumer marketing manager, Visit Wales
Brief: Drive additional visitors to Wales during the autumn
Creative agency: Partners Andrews Aldridge
Writer: Daniel Wright
Art director: Simon Nicholls
Planner: Bethan Williams
Exposure: Non-responders to previous database mailing
Visit Wales is attempting to increase tourism in the autumn with a direct marketing campaign. It has been designed to encourage people to visit Wales and enjoy the rain the season brings.
The campaign, by Partners Andrews Aldridge, contains a green rain mac and a brightly coloured brochure describing how the autumn rain brings out some of Wales' best features. On the front of the pack, the text reads: "No excuses."
Inside, the front of the brochure carries the copy: "Rain. Enjoy it while it lasts." It continues by talking about the growth of mushrooms, which is encouraged by the rain. Wales' other water features get a plug, too, including local beaches and stunning waterfalls, some of which are 60ft higher than Niagra Falls.
PIZZA HUT - OVERTIME
Client: Pizza Hut
Brief: Promote Pizza Hut's Cheesy Bites pizza
Creative agency: Wieden & Kennedy
Writers: Ida Gronblom, Fabian Berglund
Art directors: Ida Gronblom, Fabian Berglund
Planner: Stuart Smith
Media agency: Starcom
Media planner: Will Phipps
Producer: Sara Cummins
Production company: Therapy
Director: Simon Levene
Editor: John Smith
Post-production: Seamas, The Mill
Audio post-production: 750mph
Exposure: National TV
Wieden & Kennedy has unveiled its latest work for Pizza Hut. Entitled "overtime", the new TV campaign backs the Pizza Hut Cheesy Bites pizza.
The tongue-in-cheek ad features a mundane scene of an exhausted-looking dad getting into the spirit of things when he starts tucking into an unfeasibly cheesy pizza. The voiceover informs us the pizza comes with 28 cheese snacks with garlic butter.
The spot closes with the line: "Come on dad, unleash the happiness."
The restaurant is looking to turn around a decline in profits, which have dropped by 13 per cent this year, to £7.3 million.
REMINGTON - IT'S WHAT'S ON THE OUTSIDE THAT COUNTS
Project: It's what's on the outside that counts
Creative agency: Grey London
Writers: Sam Hibbard, Alex Fraser
Art directors: Sam Hibbard, Alex Fraser
Planner: Pip Pandey
Media agency: MediaCom
Media planner: Fiona Shaw
Production company: Stink
Director: Lionel Goldstein
Post-production: The Mill
Audio post-production: Jungle
Exposure: UK, Ireland, Italy, Germany, France
Instead of trying to promote its brand by concentrating on inner beauty, like Ogilvy & Mather did with Dove, Grey's latest work for Remington attempts to extol the virtues of being gorgeous by showing that attractive people get further in life.
The tongue-in-cheek execution begins with a woman with unkempt hair falling over and breaking the heel of her shoe and, because nobody helps her, she has to hop home.
Once there, she uses a Remington hair straightener to make herself beautiful and, lo and behold, men start flocking to her aid.
She is eventually carried to a hospital, where an ugly woman is moved off a bed to make space for her.
BISTO - BISTO COOKING SAUCES
Project: Bisto cooking sauces
Client: Natalie Panna, marketing manager, Bisto
Brief: Launch Bisto's range of cooking sauces with the "Aah night" idea
Creative agency: McCann Erickson
Writer: Matt Crabtree
Art director: Simon Hepton
Planner: Jean Grundy
Media agency: Universal McCann
Media planner: Tony Mattson
Production company: Amarillo
Director: Rob Saunders
Editor: Leo King, Cut & Run
Post-production: The Mill
Exposure: National TV
Bisto has launched into the crowded UK cooking sauces market with a range including Country Vegetable Chicken, and Rich Beef and Ale.
The launch is backed with a 20-second TV spot by McCann Erickson. It aims to build on its 2005 campaign, branded "Aah night", which called for families to spend at least one night eating a proper dinner. But this time, the ads are told from children's perspectives as they help their parents prepare dinner, using one of Bisto's sauces.
They break as Bisto's parent company, RHM Foods, blamed the hot summer for slower sales in the first four months of the financial year.
This article was first published on campaignlive.co.uk
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