The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 12 October 2007 12:00AM
NSPCC - CLICK
Client: John Grounds, director of communications, NSPCC
Brief: Motivate the public to "click" online and take action to help end
cruelty to children
Creative agency: Saatchi & Saatchi
Writer: Julian Andrews
Art director: Eoghain Clarke
Planner: Jane Cantellow
Media agency: ZenithOptimedia
Media planner: Sheila Bowden
Production company: Blink
Director: Sebastian Strasser
Post-production: The Mill
Exposure: Terrestrial and satellite television channels in England and
Wales; local press and bus panels in Sheffield, Crawley, Newcastle and
The NSPCC wants to encourage people to help stop cruelty to children by visiting its website www.bethefullstop.com.
The centrepiece of the campaign, developed by Saatchi & Saatchi, is a 60-second TV ad showing a young girl on her way home from school. The ad is based on the idea that by clicking on the website, people can make life better for girls like her.
On her journey home, the girl lives in a happy fantasy world, in which every time she says click, something nice happens. An imaginary inflatable giraffe walks by her side; her shoes walk along by themselves; and a cartoon fish jumps out of the local pond.
At home, it's a different story. The girl is shown sitting on her bed looking apprehensive as someone arrives home from work. As their footsteps approach her door, she starts repeating the word "click", as if she is trying to bring back her happy fantasy world.
The ad ends with the voiceover: "She can't change things with a click. You can. Bethefullstop.com."
Print ads, which have been developed specifically to target Crawley, Newcastle, Sheffield and Bristol, will support the TV spots.
FOX'S - FAMILY COMEDY
Project: Family Comedy
Client: Tracey Mattock, brand manager, Fox's Confectionery
Brief: Make the brand once again a vivid presence in consumers' lives,
and encourage greater frequency of purchase
Creative agency: Hooper Galton
Writer: Rob Turner
Art director: Dave Westland
Planner: Olivia Johnson
Media agency: Edwards Groom Saunders
Media planner: Pete Saunders
Animation company Bermuda Shorts
Animator: Filipe Alcada
Post-production: Delicious Edit
Audio Post-production: The Jungle Group
Exposure: UKTV Gold and UKTV Drama
The Fox's Glacier Mints characters Peppy the Bear and Fox return to TV after five years.
Hooper Galton, which won the £2 million advertising account in September, has developed a series of idents for Fox's six-month sponsorship of UKTV's Family Comedy programme.
In the humorous ten-second spots, Fox and Peppy continue their battle over who should have the honour of standing on the mint.
In one, the ad begins with Fox's eyes visible on a black screen, happy because he's beaten the bear to the Glacier Dark. The light switches on to reveal that he is about to lick Peppy's bottom instead of the mint.
The sponsorship also includes an online game on the UKTV website.
THE SUN - FOOTBALL TONIGHT SPONSORSHIP
Project: Football Tonight sponsorship
Client: Roland Agambar, sales and marketing director, News Group
Brief: Raise awareness of The Sun in all its formats as the destination
for everything football
Creative agency: Euro RSCG London
Writer: Dom Gettins
Art director: Jamie Colonna
Media agency: MindShare
Media planner: James Crouch
Production company: Feel Films
Director: Feel Films
Post-production: Golden Square
Audio Post-production: Angell Sound
Exposure: Sponsorship of Football Tonight on Sky Sports News
The Sun is highlighting how its sports content is available on mobile, online and in print with its sponsorship of Football Tonight on Sky Sports News.
The campaign features 24 idents, developed by Euro RSCG London, which will run throughout the current football season. Each TV spot features professional freestyle footballers showing off their skills in everyday situations.
In one execution, a footballer dribbles a ball into a launderette and kicks it into a tumble-drier; in another, someone is playing keepy-uppy in a toilet cubicle while watched by a man using a urinal.
Each ad ends with a voiceover saying: "Keep up! Paper, online, mobile. The Sun sponsors Football Tonight."
MAESTRO - AUTUMN CAMPAIGN
Project: Autumn campaign
Client: Rita Broe, head of UK marketing, MasterCard UK
Brief: Reposition the Maestro debit brand as the best way to pay for
small value items
Creative agency: McCann Erickson
Writer: Brian Cooper
Art director: Jason Stewart
Planner: Paul Simonet
Media agency: Universal McCann
Media planners: Charlie Newbery, Alice Pott
Typographer: Gary Todd
Illustrator: Graham Carter
Photography: Penny Stewart
Retouching: John Martin
Exposure: London train stations and national outdoor sites
Maestro, the MasterCard-owned debit card, is continuing a nationwide print campaign that trumpets how Maestro is good for making small purchases.
Two poster ads will run nationally. One shows the Queen's head side of a £10 note flying at half-mast; the other shows the word "Cash" written in flowers in the style of a funeral reef.
At Waterloo Station, an escalator campaign called "the evolution of cash" tells the story of how bartering currency has changed over the years. The pictures, all sketched in white paint on a black background, include animal hides, ration books, marbles in the schoolyard and piles of banknotes in the 80s. The last panel shows the Maestro logo with the line: "The new cash."
SPECSAVERS HEALTHCARE - BIG EAR
Project: Big ear
Client: Keith Willis, marketing director, Specsavers Healthcare
Brief: Promote the free hearing tests now available in-store
Creative agency: In-house
Writers/art directors: Matt Black, Dexter Ginn
Media agency: Mediaedge:cia
Media planner: n/s
Production company: Crossroads Films
Director: Jon Dennis
Editor: John McManus, Johnny Bongo
Post-production: Golden Square (online); The Mill (telecine)
Exposure: TV, online
Specsavers Healthcare is promoting its two-for-one offer on hearing aids with a new TV commercial that features a giant, six-foot-tall synthetic ear.
The ad, created in-house, opens on a busy city showing people in their daily routine, riding on buses, walking to work and hailing cabs. The ear interacts with the people as if there is nothing unusual about the situation, in an attempt to show how hearing aids can be part of everyday life.
In 2005, Specsavers invested £3 million in its hearing-aid business. Last year, the company, which also includes an opticians business, achieved record sales with turnover of EUR1.1 billion. Sales for this year are predicted to reach EUR1.2 billion.
VODAFONE - UPDATE YOUR BOSS
Project: Update your boss
Client: Charlie Smith, head of advertising and media, Vodafone UK
Brief: Bring to life the benefits of Vodafone's mobile broadband and
Creative agency: Dare
Writer: Carina Martin
Art director: James Cooper
Planner: Jane Hovey
Producer: Jo Rae Chodan
Media agency: OMD UK
Media planner: Andrew Lloyd
Designer: Eduardo de Felipe
Production company: Park Village
Director: Jonathan Pearson
Post-production: The Look London
Dare has created an online advertising campaign to help Vodafone increase its mobile broadband and e-mail service among business customers.
The campaign highlights outmoded attitudes to mobile working and aims to show how Vodafone's packages can help bring them up to date. A series of videos feature clips of old-fashioned bosses making comments such as "I don't pay you to play on Myface all day" and "USB? Hmm ... my wife suffers from that."
An online game allows viewers to select a fictional character who is most like their boss and teach them about the benefits of mobile working.
Comic-style banner ads carry the strapline "Make the most of now", and the work is part of a wider integrated campaign involving DM, TV, outdoor and press.
LADBROKES - CAFE
Client: Barry Clemo, UK retail marketing director, Ladbrokes
Brief: Remind and inspire casual bettors why they bet by dramatising the
fact that Ladbrokes is the place where they can make their opinions on
Creative agency: M&C Saatchi
Writer: Curtis Brittles
Art director: Will Bates
Planner: John Clark
Media agency: Walker Media
Media planner: Chris Smith
Production company: Feel Films
Director: Matt Lipsey
Editor: Russ Clapham
Audio Post-production: The Jungle Group
Exposure: National TV
A line-up of former footballers and pundits disguised as characters in a greasy spoon have been enlisted to star in the latest TV commercial for Ladbrokes.
The £5 million campaign, Ladbrokes' first since M&C Saatchi won the global account in January, aims to encourage people to put money on their favourite sports rather than just argue about it.
The ad features four builders, played by Ian Wright, Ally McCoist, Lee Dixon and Chris Kamara, having a lively debate about who's going to win the league as they order their breakfast. Everyone has an opinion on what they're saying, even the waitress, Kirsty Gallacher, and the cook, Jimmy Hill.
The ad ends with the line: "Everyone's got an opinion. What's yours worth?"
PEUGEOT 308 - INSPIRED BY NATURE
Project: Inspired by nature
Client: Helen Main, direct marketing manager, Peugeot
Brief: Support the launch of the Peugeot 308
Creative agency: Clark McKay and Walpole
Writer: Beckie Crum
Art director: Dan Plotkin
Planner: James Devon
Designer/photographer: Lloyd Shiers
Exposure: 56,000 booklets
Clark McKay and Walpole has created a direct marketing campaign to support the UK launch of the Peugeot 308.
A ten-page booklet focuses on the attention to detail of the car's design, as well as its performance and environmental credentials.
The booklet is covered in tracing paper, with the words "Find your natural place inside the new 308" on the front. It opens out to reveal a double-page spread of the car's interior.
Words on the tracing paper, which overlays the image, explain the car's features, including a filter that protects the passenger compartment from dust and pollen and the two levels of air-conditioning that are available.
CHILDREN IN NEED - DO SOMETHING DIFFERENT
Project: Children in Need - do something different
Clients: Louisa Fyans, head of marketing comms; Sarah Hewett, brand
executive, BBC Sport and Events
Brief: Spur requests for fund-raising packs
Creative agency: Red Bee Media
Writers/art directors: Janine Kelly, Rachel Webb
Production company: 2AM Films
Director: Niall Downing
Post-production: The Moving Picture Company; Mark Gethin (telecine)
Exposure: BBC TV
The BBC is aiming to boost the coffers of this year's Children in Need appeal with a TV campaign involving spoof versions of the broadcaster's programming.
Red Bee Media has created two films featuring clips from programmes such as Match of the Day, Holby City, EastEnders and Dragons' Den, in which the shows' stars find new ways of raising money.
EastEnders' Patrick Trueman is told to "shush" as he walks into the Queen Vic, where a sponsored silence is being held, while Dragons' Den contestants convince the panel to put their money into a charity bucket.
This article was first published on campaignlive.co.uk
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