The Work: New campaigns - UK
campaignlive.co.uk, Friday, 27 October 2006 12:00AM
ONE TO LOOK OUT FOR - FRANK - BRAIN WAREHOUSE
Project: Brain warehouse
Client: Dan Lynam, marketing manager, Home Office
Brief: Highlight the damage that prolonged use of cannabis can have on
Creative agency: Mother
Art director: Mother
Media agency: PHD
Media planner: Toby Nettle
Production company: Stink
Director: Neil Harris
Editor: Steve Gandolfi, Cut & Run
Post-production: The Moving Picture Company
Audio post-production: 750mph
Exposure: National TV
COI's latest campaign to promote Frank, the Home Office's drug awareness service, is "brain warehouse", a TV ad from Mother.
Set in the not-too-distant future, the ad aims to highlight the damage that habitual cannabis use can cause to the brain. Chronic smokers needn't worry about the ill effects, since they'll be able to purchase a replacement brain as easily as upgrading their mobile phone.
The 40-second spot opens on a worried-looking young man browsing a selection of brains on sale in a futuristic-looking store. The organs have all been genetically engineered to be resistant to the unpleasant side effects of cannabis use, including nausea, paranoia, mood swings and lack of motivation.
The ad was filmed in an empty store in West London, and was filled with packaging for 20 different brains and accessories, including cerebral fluid and spare spinal cords.
The ad breaks as the Government also moves to combat the potentially dangerous effects of binge-drinking, with a similarly hard-hitting campaign.
VISIT LONDON - TOTALLY LONDON
Project: Totally London (Europe)
Client: Martine Ainsworth Wells, director of marketing, Visit London
Brief: Increase the number of visitors to London
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers/art directors: Nick Simons, Jules Chalkley
Planner: Lucy Howard
Media agency: OMD international
Media planner: Adam Nunn
Artist: David Mach
Typographer: Jason Hyde
Retoucher: Nicki Quilter
Exposure: London, Rome, Milan, Berlin, Madrid
In the latest version of its Totally London campaign, Visit London is attempting to address the perception that London can be an overwhelming city to visit.
A new print campaign from Rainey Kelly Campbell Roalfe/Y&R features some of London's top attractions, in a brightly coloured collage. One execution promotes London's night spots such as the Hippodrome and the Trocadero. Another publicises London's sightseeing attractions such as Nelson's Column and Harrods.
The attractions have been grouped together to demonstrate that rather than being sprawling and intimidating, it is in fact quite manageable. As well as running across London, the campaign will run in Italy, Germany and Spain.
VODAFONE - COIN DOMINOES
Project: Coin dominoes
Client: David Perry, brand communications and planning manager,
Brief: Build fame of Vodafone's involvement with The Big Idea TV show,
and drive entries to the online competition by creating content engaging
enough to spread virally
Creative agency: Dare
Writer: Alistair Robertson
Art director: Alex Braxton
Planner: Jane Hovey
Media agency: OMD
Media planner: Gaetano Squillante
Director: Andy Welch
Exposure: YouTube, Google Video, Yahoovideo, Lycos viral chart,
Dare has created an online video clip to promote Vodafone's involvement with Sky One's advertiser-funded show The Big Idea.
The film, "coin dominoes", publicises an online competition offering young entrepreneurs the chance to submit a video pitch to win £10,000.
The clip shows the money - in £1 coins - lined up in a 150-metre domino chain, which is toppled in the three-minute execution. The ad ends with the line: "Would 10,000 of these get your ideas rolling?".
The clip has been posted on websites such as YouTube, Google Video and Popbitch. In one 24-hour period, 8,000 people watched it on YouTube alone.
The Big Idea is a seven-part advertiser-funded TV series jointly created by Vodafone and Sky. The winner will receive £100,000 investment and expert mentoring to help launch their business.
SONY PLAYSTATION - HUMAN BALLS
Project: Human balls
Client: Kerry Lee, brand marketing manager, Sony Computer Entertainment
Brief: Reaffirm PlayStation as a leading Champions League partner
Creative agency: TBWA\London
Writers: Stine Hole, Marie Ronn
Art directors: Stine Hole, Marie Ronn
Planners: Tom Morton, Dan Joseph
Media agency: TEAM Marketing
Media planner: n/s
Production company: Bikini Films
Director: Johnny Maginn
Editor: Giles Bury, Cut & Run
Audio post-production: Grand Central Studios
Exposure: Pan-European TV
TBWA\London has created a pan-European TV campaign to support PlayStation's sponsorship of the Uefa Champions League tournament.
Involving five ten-second idents, the campaign seeks to engage and involve football fans. Called "human balls" each execution shows balls, which appear to be constructed out of people, reacting to different situations. The balls are shown in a free kick, a goal, hitting a post, travelling through the rain and bouncing as if turned out from a kit bag.
The three-dimensional "human balls" were created using digital characters. A life-size rig was constructed to enable the close-up shots.
Sony PlayStation first sponsored the Champions League in the 1999-2000 season. In the UK, matches are shown on ITV and Sky.
NIKE - SCULPTURES
Client: Paolo Tubito, brand communications director, Nike EMEA
Brief: Promote Nike ACG's autumn and holiday 2006 clothing line
Creative agency: Wieden & Kennedy Amsterdam
Writer: Oliver Frank
Art director: Paulo Martins
Planner: Dave Cobban
Media agency: MindShare
Media planner: Victoria Gregory
Photographer: Giles Revell
Retouching company: TAG
Exposure: European posters
Nike is using striking images of metal and carbon fibre sculptures to promote its ACG Brand ("all conditions gear") across Europe this autumn.
The sculptures depict the flight paths of jumping skiers and snowboarders from Team Nike ACG. The sculptor filmed the skiers and snowboarders in motion from two camera angles at once, while also photographing them. The alpine backgrounds were shot from a helicopter. The sculptures themselves were based on three-dimensional computer models of the skiers' trajectories.
Nike sold £1.3 billion worth of footwear in Europe, the Middle East and Africa in 2005. This was an increase of 12 per cent on 2004. Non-footwear products accounted for 42 per cent of revenues generated in the EMEA region in 2005.
ALCOHOL HARM REDUCTION - KNOW YOUR LIMITS
Project: Know your limits
Clients: Cerys Adams, head of marketing and strategic communications,
the Home Office; Fiona Samson, head of campaigns, Department of Health
Brief: Discourage excessive drinking among young people by highlighting
their vulnerability when drunk
Creative agency: United London
Writer: Jon Lilley
Art director: Andy Bunday
Planner: Fiona Morrison
TV producer: Emma Rookledge
Media agency: Naked
Media planner: Geoff de Burca
Production company: Another Film Company
Post-production: The Mill
Audio post-production: Jungle
Exposure: National TV, cinema
The Department of Health and the Home Office are driving home the anti binge-drinking message with a hard-hitting campaign from United London.
The TV and cinema ads feature scenarios in which young people think they are superheroes while drunk, leading them to take stupid risks.
In one ad, a "superhero" climbs the scaffolding on the outside of a house to retrieve a balloon. When he gets to the top, it becomes clear that the man is no superhero, but merely drunk. He loses his footing and falls to his death.
The Government is keen to reduce alcohol-related injuries and attacks. More than 70 per cent of peaktime A&E admissions are alcohol-related and one in three reported rapes occurs when the victim has been drinking.
RUGBY FOOTBALL UNION - THE VARSITY MATCH
Project: The Varsity match
Client: Tom Hill, sales and marketing manager, Rugby Football Union
Brief: Fuel the fierce historic rivalry to drive ticket sales
Creative agency: Lowe London
Writer: Patrick McClelland
Art director: Simon Morris
Photographer: Roger Stayte
Exposure: National press, posters
The Rugby Football Union is stoking the traditional rivalry between the Oxbridge universities with a print campaign to promote the Varsity match on 12 December.
The press and poster ads, by Lowe London, feature scoreboards displaying the numbers of alumni from each university who have become poets laureate, prime ministers, Nobel prize winners or whose image has been used on a postage stamp. The strapline is: "It's time to get even."
LAPHROAIG - FRIENDS OF LAPHROAIG
Project: Friends of Laphroaig
Clients: Claudia Simms, UK brand navigator; Cordelia Wren, senior
account manager, Laphroaig
Brief: Extend the number of Laphroaig's brand loyalists
Agency: Publicis Dialog
Writer: Mike Lawrence
Art director: Andy Macadie
Exposure: Friends of 25,000 members of Laphroaig's loyalty programme
THE LOWDOWN Laphroaig, the single-malt Scotch whisky from Islay, is aiming to widen its membership programme with a high-value DM campaign through Publicis Dialog.
The whisky company has asked one-third of its 90,000 loyalty programme, the Friends of Laphroaig, to recommend three friends to the scheme. Each friend is mailed a personalised presentation box containing a ten-year-old Laphroaig miniature. Recipients are invited to join the programme and entered into a prize draw.
This article was first published on campaignlive.co.uk
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