The Work: New campaigns - UK
campaignlive.co.uk, Friday, 21 September 2007 12:00AM
HARVEY NICHOLS - THE MOST FASHIONABLE FOOD MARKET
Project: The most fashionable food market
Clients: Julia Bowe, marketing director; Fran Page, marketing manager;
Shona Campbell, events and promotions manager, Harvey Nichols
Brief: Position the Harvey Nichols Foodmarket as the place with the most
Creative agency: DDB London
Writer: Matt Lee
Art director: Peter Heyes
Planner: Georgina Murray-Burton
Media agency: n/a
Media planner: n/a
Production company: Thomas Thomas Films
Director: Jim Gilchrist
Post-production: Final Cut
Audio Post-production: Wave
DDB London has created a poster campaign, backed by a striking viral, to promote Harvey Nichols' Foodmarket as the most stylish in the country.
The idea behind the poster work is to promote the Foodmarket as a fashionable choice by setting it up like a catwalk, with hay everywhere, as a group of fashionistas (a selection of DDB staff all kitted out in the shop's latest range of designer clothes) await the entrance of some extremely stylish farmyard animals (which are not actually in view).
The viral work takes this idea to its next level by being a stereotypical behind-the-scenes look at the animals getting ready for the show as if they were models.
It pushes the limits by showing scenes such as designers running around screaming, a goat having its beard combed, a sheep with curlers, a cow getting make-up and a goat being sick into a urinal, while a chicken pecks at a mirror full of cocaine.
It ends with a shot of the back of an ostrich as it walks out into the glaring lights of the catwalk.
LEXUS - LEXUS HYBRID DRIVE
Project: Lexus Hybrid Drive
Client: Louise Hodkinson, marketing communications manager, Lexus
Brief: Promote Lexus Hybrid Drive as a technology ahead of its time
Creative agency: CHI & Partners
Writers: Angus and Alexei
Art directors: Angus and Alexei
Planners: Rebecca Munds, Tom Pinsent
Media agency: ZenithOptimedia
Media planner: Richard Stokes
Production company: Stink
Director: Adam Berg
Editor: Joakim Pietras
Exposure: National TV, outdoor, press, online, radio and Virgin Atlantic
Lexus is ploughing £6 million into a multimedia campaign, led by a 30-second ad with an invisible car as the star. The work is promoting the company's range of high-performance hybrid cars that has substantially better emissions levels and fuel economy than its rivals'.
The TV work is based around the premise that the car is so environmentally friendly that it can't be seen.
It begins with a child watching a leaf fall from a tree that miraculously stops in midair. The action then moves to a road running though a corn field - as the invisible car powers through, the corn is pushed aside.
The ad ends with a pair of lights driving down the road at night that eventually turns into the car.
The TV spot will be backed by billboard, online and magazine activity.
MCDONALD'S - CHICKEN SELECT SNACK WRAPS
Project: Chicken Select Snack Wraps
Client: Nathalie Bar, marketing manager, McDonald's
Brief: Promote the Chicken Select Snack Wraps
Creative agency: Leo Burnett London
Writer: Philip Deacon
Art director: Bertie Scrase
Planner: Richard Cordine
Media agency: OMD
Media planner: Rebecca Burke
Production company: Rokkit
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV
To promote the McDonald's new range of Chicken Select Snack Wraps, that come in Smokey BBQ and Honey Mustard, Leo Burnett has created two 20-second spots that use animated origami to highlight the flavours within the snack.
Both executions show pieces of paper being folded in different ways with each new side of the paper displaying another moving picture denoting the flavour of the wrap.
For example, the BBQ sandwich shows images of cowboys, fires and circling birds to denote a taste of the Wild West.
The paper then explodes in a flurry of colour and noise before becoming the actual sandwich.
LAND ROVER - PADS
Client: Matt Passey, sponsorship and promotions manager, Land Rover UK
Brief: Associate Land Rover with English rugby and the value it
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Dan Hurbert, Amber Casey
Art directors: Dan Hurbert, Amber Casey
Media agency: MindShare
Media planner: Sharon Singh
Photographer: Nick Geoghiou
Exposure: Press, outdoor, internet UK only
Land Rover is trying to emphasise its connection to English rugby by launching a poster campaign backing the team during the World Cup.
The execution shows a Land Rover, based against a grim and muddy background, made up out of the tackle bags that rugby players use in training.
The company is also showing off about how many of the England team currently drive Land Rovers. These include Josh Lewsey, Lawrence Dallaglio, Jason White and Ian McGeechan.
MASTERCARD - WORLD MASTERCARD
Project: World MasterCard
Client: Rita Broe, marketing director, MasterCard
Brief: Launch World MasterCard to an affluent audience
Creative agency: McCann Erickson
Writer: Brian Cooper
Art director: Jason Stewart
Planner: David Clements
Media agency: Universal McCann
Media planner: Charlie Newbery
Production company: Partizan, London
Director: Eric Lynne
Post-production: The Mill
Exposure: European TV
MasterCard is launching a premium credit card called World. Backing the launch is a 30-second TV spot based on the "for everything else there's MasterCard" thinking.
This time the work has a little twist. It begins with a man in an office working on a laptop. As he closes the lid, it shows his daughter sitting with him. She says: "Dad, you're fired", as text flashes up on the screen saying: "Wi-Fi connection. £30."
The ad then shows other shots of parents letting their children down, ie. late-running client dinners and missed parties. All show a price and the children firing their parents. The final shot is of a man being hired by his child, as he promises to take him on a sailing trip. The line says: "Remembering who you work for. Priceless."
DIAGEO - GORDON RAMSAY
Project: Gordon Ramsay
Client: Diageo, Gordon's Gin
Brief: Re-assert Gordon's as the definitive premium gin
Creative agency: Bartle Bogle Hegarty
Writer: Jack Stephens
Art director: Rob Nielsen
Planner: Jonathan Bottomley
Media agency: Carat
Media planner: David Liddiard
Photographer: Jim Fiscus
Exposure: Posters on roadside and crosstrack sites in Scotland and
London; press ads in weekend supplements and lifestyle monthlies
Gordon's Gin is exploiting its affiliation, in name only, with the TV chef Gordon Ramsay in a print campaign that seeks to raise its status as a premium, edgy product.
The Bartle Bogle Hegarty campaign adopts Ramsay's trademark uncompromising, no bullshit attitude in a series of statements about the brand, which could have been uttered by the foul-mouthed celebrity chef himself.
Each poster shows a close-up picture of Ramsay's wrinkled face, captured by the photographer Jim Fiscus, accompanied by a bold statement about the brand.
One reads: "Just because the world is full of compromise, doesn't mean your glass should be." Another says: "I've roasted guinea fowl, wild boar and anyone who's served me a dodgy gin."
MULLER - JUGGLE
Project: Muller masterbrand campaign
Client: Chris McDonough, marketing and R&D director, Muller
Brief: New brand campaign to further establish the fun and positivity of
the Muller brand
Creative agency: TBWA\London
Writers/art directors: Graham Cappi, James Gillham
Planners: Nicole Strada, Tom Sanders
Media agency: MediaCom
Production company: Independent
Director: Luke Forsythe
Exposure: National TV, press & outdoor
Muller is promoting its new one-a-day yoghurts and yoghurt drinks with an £8 million campaign highlighting that each pot contains one portion of fruit.
The campaign, by TBWA\London, features the third TV spot this year involving Lid Lickers, 100 consumers aged 1-100 who are passionate about Muller. Called "juggle", the ad features nine Lid Lickers in a series of settings, in which each extols the virtues of Muller's one-a-day range.
The spots are supported by two print ads, which will display a four-pack of Muller one-a-day yoghurts on an apple-green backdrop, with shadows of different fruits in the background.
SEATWAVE.COM - FIND THE RIGHT FAN FOR YOUR TICKET
Project: Find the right fan for your ticket
Client: James Burgess, vice-president and marketing director,
Brief: Launch Seatwave.com in the UK and establish it as the leading
site for fans to buy and sell tickets for live events
Creative agency: M&C Saatchi
Writer: Curtis Brittles
Art director: Will Bate
Planners: James Joice, Kathryn Addo
Media agency: OMD
Media planner: Jonnie Howorth
Typographer: Jonathan Muddell
Retouching: Mark Henry
Exposure: Press and posters in the UK
Seatwave.com is a website where people can exchange tickets for live events such as gigs, sport, stand-up comedy and musicals.
It launched in February and is already the country's biggest ticket exchange website, selling more tickets than eBay.
To promote the site's official launch, M&C Saatchi has created a £500,000 poster campaign that will appear in music magazines and around gig venues.
Both executions show everyday scenes, such as a supermarket and a suburban street, populated with people dressed up to emulate their favourite stars, such as Axl Rose, Ozzy Osbourne and Marilyn Manson.
RAC - WWW.THEGREATCARCOVERUP.COM
Client: Alison Purcell, marketing manager, car buying, RAC
Brief: Create a viral to promote the RAC's £5 Car Data Check, and
highlight the fact that one in three second-hand cars have a hidden
Creative agency: Glue London
Writers/art directors: James Leigh, Darren Giles
Planner: Jez Dutton
Media agency: OMD
Media planner: n/a
Designer: John-Patrick Racle
Glue has created a website that promotes the RAC's £5 Car Data Check, an initiative that aims to encourage drivers to check the history of their prospective second-hand car purchases before they buy.
The site, www.thegreatcarcoverup.com, is based on the theme that "one in three second-hand cars has something to hide" and features a viral competition. Users can win one of three cars featured on the site. One is a sports car, one is a head-turner and one is a dud. The identities of the cars are hidden by black covers.
Using CCTV footage, users can look at the cars from different angles and try to decide which they'd like to win. The site then invites users to text in their entry.
This article was first published on campaignlive.co.uk
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