The Work: New campaigns - UK
campaignlive.co.uk, Friday, 24 August 2007 12:00AM
COCA-COLA - HAPPINESS FACTORY - THE MOVIE
Project: Happiness Factory - The Movie
Client: Nick Felder, group director for film and music production,
Brief: The Happiness Factory world is further developed to further
illustrate and explore the magic
Creative agency: Wieden & Kennedy Amsterdam
Writers: Al Moseley, Rick Condors
Art directors: John Norman, Hunter Hindman
Planner: Eliza Esquivel
Media agency: n/a
Media planner: Josh Gledhill
Production company: Psyop Animation
Directors: Todd Mueller, Kylie Matulick
Editor: Ken Rosenberg
Post-production: Joint Post Production, Psyop Animation
Audio Post-production: Sound Lounge
Exposure: Worldwide TV
The next instalment of Coca-Cola's "Happiness Factory" is a monster of an ad (albeit a very cute and well-animated monster).
Wieden & Kennedy in Amsterdam has created a three-minute mini movie that extends the world created in the first ad. And to launch such an expensive and ostentatious piece of work, the company held a premier event at a purpose-built cinema in Second Life. (Even Avril Lavigne turned up.)
As before, the ad begins with a man buying a bottle of Coke from a vending machine. However, as the red light flickers on, he realises the machine is empty.
Inside, in the animated world, the flower that creates the drink runs out. Up steps a hardy volunteer to travel the world, with the last remaining bottle of Coke, and replenish the supply.
In a Lord of the Rings-style quest, he overcomes arduous tasks and crazy-looking beasts to reach his goal. As he finds the source, he drinks the Coke without realising what he's done. As he lets out a dejected burp, a bunch of flowers open and start producing the drink. The more he burps, the more flowers sprout.
A bottle is filled and sent out, through an even more extravagant fanfare than last time, to the waiting man.
NIKE - PUT IT WHERE YOU WANT IT TOUR
Project: The "Put It Where You Want It" tour
Clients: Adam Collins, Paolo Tubito, brand communications, Nike
Brief: Launch the T90 Laser football boot and reinforce the accuracy
Creative agency: Nitro
Writers/art directors: Paul Shearer, Dave Jennings
Planner: Matt Jennings
Media agency: MindShare
Media planner: n/s
Production company: Great Guns
Director: Paul Shearer
Editor: Leo King, Cut & Run
Post-production: Jason Watts, Finish
Audio Post-production: Wave
Exposure: International TV
In a bid to promote the new T90 Laser football boot from Nike, Nitro has come up with the "Put It Where You Want It" tour, which consists of the idiots from Dirty Sanchez travelling across Europe filming their antics with a bunch of football players.
Stars such as Wayne Rooney, Gennaro Gattuso and Florent Malouda use their accuracy to hurt the Sanchez boys with footballs in a number of amusing ways, such as kicking them off a bike into a swimming pool.
The resultant film has been turned into a 60-second TV spot, that will be the initial launch activity, and four separate episodes that can be viewed at Nikefootball.com. There will also be a number of viral executions seeded on the internet in the coming weeks.
CHOICE FM - PEACE ON THE STREETS
Project: Peace on the streets
Clients: Ivor Etienne, managing director; Amba Callender, head of
marketing, Choice FM
Brief: Raise awareness of the dangers of gun crime in London
Creative agency: Abbott Mead Vickers BBDO
Writer: Gary Walker
Art director: Huw Williams
Planner: Clare Townhill
Media agency: PHD
Production company: Therapy Films
Directors: Malcolm Venville, Sean De Sparengo
Editors: Rick Russell, David Webb, Final Cut
Post-production: The Mill
Audio Post-production: Wave
Exposure: National cinema, London TV
This mesmerising film from Abbott Mead Vickers BBDO for Choice FM shows a bullet as it rips through an egg, a glass of milk, a bottle of water, an apple and a watermelon. Shot on a camera that captures 10,000 frames per second, the footage is slowed down to show, in devastating detail, how a bullet obliterates everything in its path. The final frame shows a boy's head, where the bullet stops, just before having the same explosive impact.
Set to opera music, the film projects the true effect of a gun, rather than the romanticised Hollywood stereotype. It will target young people this summer and comes in the wake of rising gun-crime figures in the UK.
ITV - RUGBY WORLD CUP
Project: Rugby World Cup
Client: Euan Hudghton, marketing controller, ITV1
Brief: Emphasise the importance of teamwork in a successful Rugby World
Creative agency: ITV Creative
Writers: Jimmy Quigley, Grant Hawksworth
Art director: Jimmy Quigley
Production company: ITV Creative
Director: Jimmy Quigley
Editor: Kelly King
Audio Post-production: Envy
Exposure: ITV, ITV.com
ITV Creative is behind the on-air promotion campaign for the France 2007 Rugby World Cup, in which England will defend their world champions status.
Based on the theme of strength in numbers, the TV spot aims to bring to life the teamwork behind a successful rugby team, telling the story of one player heading towards the try line, and the effort that got him there. As the player makes his way to score, his team colours morph from one nation to another, emphasising that teamwork is important to all sides.
DOWN'S SYNDROME ASSOCIATION - JOSH AND FRIENDS
Project: Josh and friends
Client: Jessica Ffield, communications officer, Down's Syndrome
Brief: Raise awareness of the Down's Syndrome Association and its work
Creative agency: Jelly
Art director: Jelly
Media agency: Walker Media
Media planner: n/a
Production company: Jelly
Director: Angry Natives
Audio Post-production: Clearcut
Exposure: Nickelodeon, online
Through a deal with Viacom Brand Solutions and Walker Media (both of whom provided free media space), the Down's Syndrome Association is launching a 30-second spot to raise awareness of the disability and the work the organisation carries out.
In the animated ad, a boy called Billy talks about his friends, and, in particular, his best friend, Josh.
He explains that Josh looks after him and makes him laugh all the time. However, he also explains that Josh has Down's Syndrome.
As the ad ends, Billy says: "My mum says that Josh has an extra chromosome. I don't know what an extra chromosome is, but I wish I had one."
BARCLAYCARD - ONEPULSE
Client: Gary Twelvetree, director of communications, brand and
Brief: Launch the next generation of Barclaycard
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Dave Monk, Matt Walker
Planner: Rachel Stent
Media agency: Walker Media
Media planner: Malcolm Boxall
Barclaycard is launching a three-in-one credit, debit and Oyster card, which will be called Barclaycard OnePulse.
The credit-card company is backing the launch with a £4 million marketing campaign aimed at Londoners.
It is spearheaded by an outdoor blitz at Canary Wharf Tube station. It was created by Bartle Bogle Hegarty, and is based on the theme: "Welcome to the future."
The second and third phases of the campaign will see it move citywide, including London Underground stations, buses and 48-sheet poster sites.
Barclaycard has launched an initial pre-registration website (www.barclaycard-onepulse.co.uk), which contains information about the benefits of its three-in-one product, tips on how to use the new card, and details of how consumers can register their interest, so Barclaycard can contact them as soon as they are able to apply for the new card.
KFC - HUNGER STRIKE
Project: Hunger strike
Clients: Janelle Tilling, vice-president marketing; Lidija Davidson,
brand director, KFC
Brief: Big Daddy Box Meal is the ultimate way to keep hunger at bay
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Aidan McClure, Laurent Simon
Planner: Ed Booty
Media agency: n/s
Media planner: n/s
Designers: Serge Seidlitz, Debut Art
KFC is launching its first online game in order to promote its Big Daddy Box Meal.
The game (www.bigdaddyboxmeal.co.uk) is based on the emerging "tower defence" genre of web-based games; and it requires a player to keep an enemy from a predetermined destination.
In this case, the enemy are hunger pangs, which have taken the form of little beasties. They are trying to move from the stomach to the brain. Your weapons to fight this evil? The contents of the Big Daddy Box Meal.
The "weapons" need to be strategically placed around the course in order to inflict the maximum amount of damage to the hunger pangs.
HONDA - HONDAMENTALISM
Client: Ian Armstrong, marketing communications manager, Honda
Brief: Support the launch of the Honda Civic Type R and bring to life
the characteristics of "Hondamentalism"
Creative agency: Wieden & Kennedy
Writer: Ida Gronblom
Art director: Fabian Berglund
Planner: Simon McCrudden
Media agency: Starcom
Production company: Factory Films
Director: Borkur Sigthorsson
Wieden & Kennedy has created a series of films to support the launch of the Honda Civic Type R. They attempt to position the marque as an empowering, sporty brand, while staying in keeping with the esoteric "Hondamentalism" ad from earlier in the year.
The four-minute films profile various people that embody "Hondamentalism". They include Shelley Jory, the 2005 British Powerboat champion; engineers from Honda's production line in Swindon, and a 61-year-old lawnmower racer. Log on to www.hondamentalism.com to see the spots. The site also features online games, as well as further information on the Civic Type R model.
LAND ROVER - HERE
Client: Serge Sergiou, customer relationship marketing and internet
manager, Land Rover
Brief: Generate interest in the Land Rover Freelander 2
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: David Brown
Art director: Jo Jenkins
Planners: Caroline Parkes, Jo Powell
Exposure: Direct mail
The latest direct marketing campaign for Land Rover, by Craik Jones Watson Mitchell Voelkel, attempts to convince the recipient that the world can be their playground.
Called "here", the DM pack, which is being sent to 80,000 prospective customers, takes the form of a z-card (a small card that opens out to many times its initial size). The front of the card reads: "A handy guide to your local area."
However, when the reader turns it around, it has a map of the world with an arrow pointing to the United Kingdom. The next line reads: "Adventures are closer than you think." The copy goes on to describe how everyday activities, such as "a quick dip", can be turned into something far more exciting and adventurous.
This article was first published on campaignlive.co.uk
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