The Work: New Campaigns UK
campaignlive.co.uk, Friday, 05 October 2007 12:00AM
SONY BRAVIA - PLAY-DOH
Client: James Kennedy, general manager, Sony Europe
Brief: Demonstrate that Sony LCD televisions deliver colour like no
Creative agency: Fallon
Writer/art director Juan Cabral
Planner: Jo Hudson
Media agency: OMD
Media planner: Andy Reynolds
Production company: Gorgeous
Director: Frank Budgen
Animation Passion Pictures
Editor: Ted Guard, The Quarry
Post-production: The Moving Picture Company
Audio Post-production: Parv Thind, Wave
Exposure: National TV, online
The third instalment in Fallon's award-winning "colour like no other" campaign for Sony Bravia features 200 stop-motion animated rabbits frolicking around New York.
The ad, which breaks as a 90-second spot on 5 October on Channel 4, opens on a shot of a drainpipe, from which a small piece of Play-Doh drops before forming itself into a rabbit and hopping out of shot.
It is joined by a host of friends, who converge and merge into a wave of colour that washes across a New York square, before morphing into a whale, a 30-foot giant rabbit and, finally, blocks of colour, which dance around to The Rolling Stones' She's a Rainbow.
The ad, which was directed by Gorgeous' Frank Budgen and animated by Passion Pictures, was shot over ten days on location in the Big Apple and used two-and-a-half tonnes of modelling clay and 40 animators to create the effect.
GALA BINGO - WE SAY MORE PLAY
Project: We say more play
Client: Kate Howe, group marketing director, Gala Coral Group
Brief: Broaden bingo's appeal to a wider audience, make Gala Bingo a
natural part of the modern adult leisure repertoire and encourage people
to be more playful
Creative agency: The Red Brick Road
Writer: Paul Mason
Art director: Mark Harrison
Planner: David Hackworthy
Media agency: MediaVest Manchester
Media planner: Rachel Keenan
Production company: Outsider
Director: Ric Cantor
Post-production: The Moving Picture Company
Exposure: National TV, bus-sides, press, posters, radio
The Red Brick Road's latest TV work marks its first for Gala Bingo following its appointment as the retained agency across the Gala Coral Group.
The campaign aims to broaden bingo's appeal to a wider audience with the line: "Gala Bingo: We say more play."
The first ad shows stereotypical male and female roles in reverse. The man is diligently ironing, while explaining what his wife gets up to during the week (football on Mondays, trips to the Queen's Head on Wednesdays and golf on Saturdays). In the meantime, he's seen having the time of his life with his chums at the bingo.
The campaign includes 50- and 30-second ads, supported by national press, 48-sheet posters, radio and bus-sides.
ROYAL MARINES - ROYAL MARINES RECRUITMENT
Project: Royal Marines recruitment
Client: Iwan Williams, head of marketing, Directorate of Naval
Brief: Make physically fit young men want to join the Royal Marines by
giving them the confidence that they have what it takes to be a Royal
Creative agency: WCRS
Writer: Billy Faithfull
Art director: Ross Neil
Planner: Simon Law
Media agency: Carat
Media planner: Emma Sheehan
Production company: Stink
Director: Martin Krejci
Post-production: The Mill
Audio Post-production: 750mph
Exposure: Cinema, print in gyms, universities, schools
The internal monologue of a Royal Marines Commando forms the basis of this new recruitment ad from WCRS.
Hiding from enemies in the bushes of a foreign island, the soldier unleashes his stream of consciousness: "I have conquered fear, come to terms with terror, and pain is my best friend." The point? To show the mental faculties required for the job.
It culminates with the line: "The Royal Marines. It's a state of mind."
The campaign comprises a 50-second cinema ad, print ads and ambient media in gyms, universities and schools.
COI - CYBER-BULLYING
Brief: Show how bullying is shifting from the playground to cyberspace
Clients: COI, Department for Children, Schools and Families
Creative agency: Profero
Writer: Jaime McLennan
Art director: Scott Clark
Planners: Jesse Basset, Jossy Elvidge
Media agency: I-level
Media planner: Ed Turner
Designers: James Booth, Alex Rekasi
Exposure: Seven executions across MSN, Yahoo!, Bebo and MySpace
The Government has launched a new campaign tackling the issue of cyber-bullying. Briefed by the Department for Children, Schools and Families to show how ritual humiliation is shifting from the playground into cyberspace, Profero has created seven digital ads aimed at 12- to 15-year-olds.
Rather than target the actual perpetrators, the campaign holds a mirror to the "accomplices and onlookers" who fuel cyber-bullying by participating.
One extendable banner ad shows a child who his humiliated by his peers across instant messenger, YouTube and MySpace.
The campaign runs with the endline: "Laugh at it and you're part of it."
COLMAN'S - COLMAN'S RECIPE MIXES
Project: Colman's Recipe Mixes
Client: Gavin Warner, development manager, Unilever
Brief: Show how Colman's Recipe Mixes transform fresh ingredients into
meals Creative agency Karmarama
Writer: Will Flack
Art director: Aaron Wilmer
Planner: Sid McGrath
Media agency: Mindshare
Media planner: James Hart
Production company: HSI
Director: Jim Canty
Exposure: National TV
"Bish Bash Bosh Real Good Nosh" is the endline for the latest TV campaign for Colman's Recipe Mixes by Karmarama. It shows how the brand can transform fresh ingredients into a tasty family meal.
The two ads show a healthy meal prepared in a matter of minutes. Using fast cuts of fresh ingredients chopped, grated and flung into a casserole dish, cooking is underway instantly. The Colman's recipe mix is the final touch before the dish is slammed in the oven.
The campaign targets health-conscious and time-pressured mothers.
MILKYBAR - NATURAL INGREDIENTS
Project: Natural ingredients
Client: Beth Lyon, brand manager, Milkybar
Brief: Let mums know that Milkybar is made for all-natural ingredients
Creative agency: JWT
Writer: James Humphreys
Art director: Craig Hunt
Planner: Nicole Rulka
Media agency: MindShare
Media planner: Imogen Forsyth
Production company: Outsider
Director: Henry Littlechild
Editor: Bill Smedley
Post-production: The Works
Audio Post-production: Adelphoi Music
The Milkybar kid is back in a more subdued capacity than in days gone by.
These days there are no heroes, villains, pandemonium or the ecstatic celebrations of the 90s. Instead, the kid trots into the forest on horseback, shielded only by the tip of his cowboy hat. Birdsong and the call of wild animals are the only sounds.
Finally, we see him, but there is no song or shrill cries of "the Milkybars are on me!" Instead, the message that Milkybar is made from all-natural ingredients.
Times, indeed, have changed.
HSBC - TOMORROW'S WORLD
Project: Tomorrow's world
Client: Suzanne Aspden, head of direct marketing, HSBC
Brief: Develop innovative communication to target 45- to 65-year-old
Creative agency: RMG Connect
Writer: Jake Dearlove
Art director: Richard Gorton-Lee
Planner: Ben Budd
Exposure: 500,000 45- to 65-year-old HSBC customers
RMG Connect has partnered with The Times to create a special edition of the newspaper dated 29 November 2027. With the help of journalists such as David Watts and Michael Binyon, the paper provokes customers between 45 and 62 to think about their financial future.
Headlines: "China set for £500bn London property bid", "Jubilant Scots vow that 2036 will be best ever" and "Ireland is united at last". Meanwhile, the ads inside the paper include case studies of retired customers who took the financial counsellors' advice in 2007.
NOKIA - NOKIA N6500 CLASSIC LAUNCH
Project: Nokia N6500 Classic launch
Clients: Jenny Williams, senior campaign manager; Martin Miller senior
Brief: Develop a campaign to launch the Nokia N6500 classic globally
Creative agency: Grey London
Writer: Stephen Ward
Art director: Denise O'Bleness
Media agency: MediaCom
Media planner: Anastasia Harrison
Exposure: National TV, cinema
This ad for the launch of a new Nokia N6500 model is set in a train station. The phone is reported as missing over the public address system. Suddenly, the ears of people in every part of the station prick up at the thought of getting their mitts on one. Undaunted by the fact that this would actually constitute theft, people start making their way over to the information booth. The final shot shows the booth surrounded. Forget morals and ethics, the new Nokia N6500 is too compelling to miss out on.
The global ad will air on TV and in cinemas.
JOHN LEWIS - OXFORD STREET
Project: Oxford Street
Client: Gill Barr, marketing director, John Lewis
Brief: Invite people to the newly refurbished Oxford Street department
store and new foodhall.
Creative agency: Lowe London
Writer: Patrick McClelland
Art director: Simon Morris
Planner: Tracey Follows
Media agency: Manning Gottlieb OMD
Media planner: Paul Knight
Photographer: Coppi Barbieri
Typographer Dave Towers
Exposure: Press, poster, bus-sides, digital and printed escalator
panels, building projections
John Lewis has briefed Lowe to create a multichannel campaign celebrating the launch of its first ever food hall in Oxford Street, which opened this week.
The print ads feature close-up images of exotic foods on sale, from handmade chocolate to organic asparagus, with a witty reminder of other products available in-store. The campaign also features two images that will be projected on to the John Lewis Food Hall building at night.
One ad reads: "Digital radios, fifth floor. Smashing pumpkins, basement." It culminates with the endline: "The new Oxford Street store. Now with food hall."
This article was first published on campaignlive.co.uk
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