The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 08 December 2006 12:00AM
ONE TO LOOK OUT FOR
NISSAN - QASHQAI CAR GAMES
Project: Qashqai car games
Clients: Paul Willcox, vice-president, marketing; Bastien Schupp,
general manager, marketing communications; Jean-Pierre Diernaz, manager,
advertising and media; Bertrand de la Selle, manager, interactive
marketing, Nissan Europe
Brief: Promote Nissan by convincing consumers that the ficitional sport
of Qashqai exists through a fake documentary-style viral campaign
Creative agencies: TBWA\London, TBWA\G1-Europe
Online agency: DUKE
Writer: Adam Saunby
Art director: Adam Saunby
Media agency: OMD
Media planner: Ben Brown
Production company: Independent Films
Director: Mini Vegas
Editor: Mini Vegas
Post-production: Mini Vegas
Audio post-production: n/s
Nissan is looking to target younger urban drivers with a pre-launch viral campaign, developed by TBWA\London, that is shot to look like a short documentary-style film.
Using TV and online, the campaign reveals the inner world of a new and thriving fictional car stunt sport; Qashqai, where drivers perform unreal, death-defying stunts. The aim is to try to convince punters that the fictional sport, where cars perform skateboard-style stunts, is actually real.
The film, based around a track in Tokyo, focuses on top driver and fanatic Aki Yakamoto, who explains his love for the sport and his strange preparation techniques, such as punching slabs of meat. In the background, a number of elaborate computer-generated car stunts are performed.
To try to convince viewers that the Qashqai car world really exists, the viral directs users to a fan site (www.qashqaicargames.com) that gives a detailed history of the sport, teams and drivers involved. The website also hosts further short documentary films about secret Qashqai driving locations in the UK.
The viral work is designed to create excitement around the Qashqai marque, before its launch in March 2007.
KIT KAT - 107-CALORIE KIT KAT
Project: 107-calorie Kit Kat
Client: David Rennie, director: of marketing, Nestle Confectionery UK
Brief: In the run-up to the diet season, promote the news that a
two-finger Kit Kat is only 107 calories
Creative agency: JWT London
Writer: Richard Baynham
Art director: Ian Gabaldoni
Planner: Hilde Oord
Media agency: MindShare
Media planner: Dominic Poynter
Illustrator: Loraine Marshall
Production company: TVC
Animation director: Roger Mainwood
Editor: Richard Overall, Sound Wave
Exposure: National TV
Santa Claus is the star of the latest Kit Kat campaign created by JWT. Breaking on Christmas Day, the 40-second ad highlights the fact that a two-finger bar of Kit Kat contains only 107 calories.
This is illustrated by Santa Claus returning home after the busiest day of his year, and eating a Kit Kat, while lamenting on how much of a struggle it was to fit down some of the chimneys after eating so many mince pies.
The Santa used is the version created by the author Raymond Briggs, who has appeared in the films Father Christmas and Father Christmas Goes on Holiday.
A 30-second version will break on 27 December and will run into 2007. It is timed to coincide with the traditional period of dieting and restraint that follows the festive season.
ARGOS - GOODGAME GOODGAME
Project: Goodgame goodgame
Client: Jim Clear, head of digital, Argos
Brief: Raise awareness of the Argos brand among people who do not
currently shop at Argos.co.uk
Creative agency: Clemmow Hornby Inge
Writer: Matt Davis
Art director: Thiago DeMoraes
Media agency: n/s
Clemmow Hornby Inge has created a digital campaign for Argos to promote its range of 80s themed toys and increase sales over the Christmas period.
The campaign takes the form of a gameshow with questions about toys from the decade and can be found at www.goodgamegoodgame.com.
The quiz is hosted by a cheesy presenter. As the toys pass by on a Generation Game-style conveyor belt, a multiple choice question appears, such as: "Who was He-Man's sworn enemy?"
The player is given a score and the option to enter a prize draw to win £500 in Argos vouchers. The site also allows users to learn more about 80s toys, challenge a friend to the quiz or buy toys on the Argos website.
QUORN - HELP YOURSELF
Project: Help yourself
Client: Stephen Bolton, Quorn commercial director, Premier Foods
Brief: Increase penetration, specifically among people who want to eat
Creative agency: Publicis
Writer: Robin Garton
Art director: Alistair Ross
Planner: Mike Wade
Media agency: Walker Media
Media planner: Sam Hale
Production company: Tomboy Films
Director: Shane Meadows
Editor: Greg Willcox, Willcox & Willcox
Post-production: Framestore CFC
Audio post-production: 750mph
Exposure: National TV, press
Publicis has created its first work for Quorn since picking up the account in June this year.
The campaign, which uses the line "ideal for the way we live today", attempts to normalise the Quorn brand and promote it to everybody, not just vegetarians.
The first ad in the series shows a family sitting around a dinner table as the mum starts dishing up a stir-fry that contains Quorn instead of meat. Once she realises this, the girl takes umbrage with her family because she believes they are jumping on her bandwagon. As her brother attempts to steal her food, she threatens him with a fork.
Quorn's pre-tax profits jumped to £27.9 million for the six months to 30 June and sales rose 18 per cent to £431 million. Operating profits increased by 13 per cent to £41.7 million.
CALM - CAR PARK
Project: Car park
Client: Jane Powell, national development co-ordinator, Calm
Brief: Highlight the scale of suicide in young men within the UK
Creative agency: Ogilvy Advertising
Writers Neil Dawson, Jim Ritchie
Art director: Chris Hart
Media agency: In-house (MTV)
Production company: HLA
Director: Marc Charach
Editor: Bruce Townend, The Quarry
Audio post-production: Angell Sound
Exposure: TV (MTV)
Ogilvy Advertising has created a hard-hitting campaign for Calm, the charity set up to combat suicide.
By informing the public that three men commit suicide in the UK every day, Calm is aiming to raise awareness of a problem which is often disregarded or ignored.
The ad begins with a businessman parking his car on top of a deserted multistorey car-park.
As he walks towards the exit, a young man wearing a hooded top walks towards him. The businessman looks perturbed and takes a stronger grip of his briefcase. A strapline appears on screen, saying: "Three men are killed in Britain every day." But rather than the businessman being attacked, the youth walks past him and throws himself off of the building.
A text number then flashes up in order for viewers to donate money to the charity.
STELLA ARTOIS - BRASSERIEARTOIS.COM
Client: Kshama Alur, brand manager, Brasserie Artois
Brief: Champion Brasserie Artois online
Creative agency: DraftFCB London
Writer: Svati Singh
Art director: Sam Davies
Planner: Brian Dargan
With InBev's recent expansion of the Artois family of beers - it has just launched Peeterman, a 4 per cent alcohol variant - the company has employed DraftFCB London to create a website to showcase them all.
The site targets predominantly 18- to 34-year-olds, and attempts to unify the three beers - Peeterman, Stella and Bock - into a recognisable family identity.
A 3D-rendered image of a set of Artois taps invites users to try each one to find out more about the origin of the drink. On the page relating to Stella, users are also able to view a range of the lager's classic ads.
Sales of Stella fell by 6 per cent between 2004 and 2006.
NATIONAL EXPRESS - CHRISTMAS FARES
Project: National Express Christmas fares
Clients: Joby Russell, advertising manager; Christy Metler, marketing
executive, National Express
Brief: Communicate the great Christmas fares offered by National Express
Creative agency: Hooper Galton
Writer: Dave Westland
Art director: Dave Westland
Planner: Olivia Johnson
Media agency: Piper
Media planner: Jill Unwin
Exposure: Four- and six-sheet posters, online
Hooper Galton has produced its first piece of work for National Express, an account it picked up in July this year.
Through six separate poster executions, the campaign aims to promote the company's Christmas fares, which can be as low as £1 for a one-way journey.
Each ad, which will appear as four- and six-sheet posters, shows a woolly Christmas jumper with a pattern on it relating to the destination city.
For example, Manchester has a blue Santa and a red Santa playing football, while the jumper that denotes London has a National Express coach following a black cab past a huge Christmas tree.
MERCEDES - MERCEDES-BENZ R-CLASS
Project: Mercedes-Benz R-Class
Client: Claire Irving, marketing communications specialist,
Brief: Increase awareness of the R-Class and drive brochure and
Creative agency: Claydon Heeley
Writer: Dave Woods
Art director: Simon Haslehurst
Planner: Fiona Blades
Exposure: Direct mail, online
Mercedes-Benz is using a direct mail campaign to promote its luxury six-seater vehicle, the R-Class.
The mail pack, created by Claydon Heeley, uses writers' descriptions of the lavish driving experience to promote the marque and increase awareness of the test-driving options.
The booklet describes the car from the perspectives of six authors from different genres of writing, including Adele Parks, James Herbert and Paul Schoonenberg.
The six authors tested the car and described their experience in a letter, which is presented in a style that reflects their style of writing. Each letter is displayed opposite a bird's eye and interior view of the car, together with R-Class technical information.
This article was first published on campaignlive.co.uk
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