The Work: New campaigns - UK
campaignlive.co.uk, Friday, 19 October 2007 12:00AM
VOLKSWAGEN - BLUEMOTION POLO
Project: BlueMotion Polo
Client: Morna Steel, communications manager, Volkswagen
Brief: Position Volkswagen as a brand committed to the environment
through the launch of BlueMotion technology. Position the BlueMotion
Polo as the accessible environmental alternative
Creative agencies: DDB London, Tribal DDB
Writers: Graeme Hall, Gavin Siakimotu (TV and press)
Art directors: Gavin Siakimotu, Noah Regan, Graeme Hall (TV and press);
Andy Horn (digital)
Media agencies: MediaCom (TV and press), Tribal DDB (digital)
Media planners: Rob Birch (press), Blake Cuthbert (digital)
Production companies: Independent ("bags"), Bermuda Shorts ("paper")
Directors: Daniel Levi ("bags"), Will Barras ("paper")
Exposure: National TV, independent cinema, websites: Telegraph,
Guardian, National Geographic, AOL, BBC Good Food, Yahoo!, Top Gear,
Volkswagen is launching its latest eco-friendly car, the BlueMotion Polo, with a TV campaign created by DDB.
The two ads, and a website that can be found at www.volkswagen.co.uk/bluemotion, aim to position the vehicle as a carbon-efficient alternative to other small car brands by giving simple comparisons of the carbon emissions saved.
The first 60-second spot opens on a single plastic bag floating down the street. Soon, the plastic bag is joined by another, then another, then another, until there are hundreds of them floating down suburban roads and motorways.
A voiceover then explains: "Driving a BlueMotion Polo for a year, instead of your normal small car, could reduce your carbon footprint as much as recycling 25,000 plastic bags."
The second spot, filmed in sketch-style animation, follows the Polo driving though fantastical hills, fields and cityscapes. As the voiceover explains that "driving a BlueMotion Polo for a week could reduce your carbon footprint by the same amount as recycling 2,669 pieces of paper", the shot pans out to reveal that the animation itself is produced by flicking through a flick-book of thousands of sheets of paper.
POST OFFICE - SCENE SETTER
Project: Scene setter
Client: Gary Hockey-Morley, marketing director, Post Office
Brief: Remind people why they should love the Post Office again
Creative agency: Mother
Art director: Mother
Media agency: OMD
Media planner: Jon Gazi
Production company: Moon
Director: Armando Iannucci
Editor: Adam Spivey
Audio Post-production: The Factory
Exposure: National TV
Mother's first work for the Post Office sees celebrities descend on a fictional branch of the postal service staffed by an unlikely bunch of misfits.
The TV campaign, directed by Armando Iannucci, kicks off with an introduction to the fictional Post Office branch, led by the sub-postmaster Ken, played by John Henshaw.
After Ken's patriotic speech about the heritage and quality of the Post Office service, Joan Collins walks in to post a letter, sending the staff into a flight of panic.
In the coming months, additional ads promoting the Post Office's insurance, broadband and currency offering will feature appearances from Bill Oddie, Westlife, Keith Harris and Orville, Rainbow's Bungle and Ray Mears.
SONY - COLOURLIKENOOTHER.COM
Client: James Kennedy, general manager, Sony Europe
Brief: Develop a site that is like no other
Creative agency: Dare
Art directors: Flo Heiss, Stuart Peddie, David Boleas
Planner: Toby Horry
Media agency: OMD International
Media planner: Andy Reynolds
Following on from Fallon's "Play-Doh" TV spot, Dare has created a new version of Sony's www.colourlikenoother.com website.
Designed around four different areas - one being an animation studio - the site is fully interactive and allows users to get right inside the ad, as well as developing the "colour like no other" strategy.
Also, every three months, the site will be guest-edited by a different company or person. First up is Passion Pictures, the animators from the TV work.
Other interactive areas include a ball that can be bounced around and makes colours and sounds, and a colour wall that users can update and modify to their own tastes.
DEPARTMENT FOR TRANSPORT - COPYCAT
Clients: Emma Rundle, publicity team head; Glyn Robinson, campaign
manager, Department for Transport
Brief: Encourage mums and dads of four- to 11-year-olds to recognise
that they are responsible for their children's road safety behaviour and
that they teach their children one thing and do another
Creative agency: Leo Burnett
Writers/art directors: Richard Brim, Dan Fisher
Planner: Becky Barry
Media agency: Carat
Media planner: Carat
Illustrators: This is Real Art
Exposure: Press, radio, online
In a bid to get parents actively involved in their children's road-safety skills, the Department for Transport is launching a new print campaign that informs parents of the dangers of their offspring copying their own road behaviour.
In order to highlight this copycat behaviour, each of the ads, created by Leo Burnett, carries a sentence in black typed print with the words copied underneath in colourful children's handwriting.
One poster warns: "If you use your mobile whilst crossing the road, your kids will copy you", while a second reads: "If you don't wear your seatbelt, your kids will copy you."
The posters are supported by radio ads as well as an online campaign created by Weapon 7.
BRITISH AIRWAYS - UPGRADE TO BA
Project: Upgrade to BA
Client: British Airways
Brief: Bring to life the upgraded experience of flying with BA through a
range of engaging online advertising executions and an immersive
interactive campaign site
Creative agency: Agency.com
Writer: Mike Pantelides
Art director: Blake Duerden
Planner: Melissa Beecroft
Media agency: Agency.com
Media planner: Emma McQuillan
Designer: Amir Sheikh
Exposure: Online, with an MSN homepage takeover with a reach of more
than two million
Agency.com has created two online executions for British Airways, both with very different ways of communicating the airline's service.
The first is a continuation of the Bartle Bogle Hegarty "Upgrade to BA" strategy, and involves an interactive digital painting.
It begins with the BA logo, and the user is asked to click on any part of it. As they do so, the image is magnified. As the user continues to click, the picture becomes pixelated into other smaller images.
Each new picture is accompanied by a piece of information about BA's service.
The second execution is an online video based on the fictional Ministry of Travel. It is filmed like a hammy public service broadcast, and highlights BA offers, such as its online check-in facility.
GHD - THY WILL BE DONE
Project: Thy will be done
Client: Sarah Deakin, group marketing director, GHD
Brief: Maintain GHD's position as the most desirable hair and beauty
Creative agency: TBWA\Manchester
Creative team: Kyna Griffiths, Jennie Birchall
Planner: Rebecca Ashley
Media agency: MediaVest
Media planners: Claire Nicholson, Tom Mills
Production company: Annex
Editor: Ray Stevens
Audio Post-production: 422
Exposure: National TV, cinema, online
The new GHD work by TBWA\Manchester is a piece of stylised 60-second cinema work featuring five gorgeous women from around the world, all in their bedrooms, all with great hair and all with one thought on their minds.
Each one has a voiceover explaining their emotions, but each one says it in their mother tongue.
The final voiceover is English, and the woman says: "Make him dump her and come home with me."
CITROEN - DIFFERENT IS EVERYTHING
Project: Different is everything
Client: Ian Hughes, UK marketing director, Citroen
Brief: Increase Citroen fleet sales by repositioning the brand in the
minds of company car drivers
Creative agency: Euro RSCG
Writers: Mark Hunter, Justin Hooper, Ryan Petie
Art directors: Dave Herse, Jason Kedgley, Olly Caporn
Planner: Ian Hilton
Media agency: OMD
Media planner: Sarah McBeath
Production company: Tomato
Exposure: Newspaper supplements, monthly magazines, fleet press, radio,
Euro RSCG London has created a print campaign for Citroen, featuring its founder Andre Citroen, in a bid to highlight the heritage of the company and increase its share of the fleet market.
The executions each carry Citroen's new philosophy "different is everything", and position the car brand as a genuine alternative to its competitors by highlighting how Citroen has changed the face of motoring.
In one of the ads, which show cut-up photographic images of various Citroen marques and car parts, the text reads: "These are not cars, these are audacious works of genius, of course. These are Citroens." Each ad directs consumers to www.differentiseverything.co.uk.
SHELTER - BE HAPPY AT HOME
Project: Be happy at home
Client: Jessica O'Donovan, brand and marketing officer, Shelter
Brief: Shelter wants to reach young people before they find themselves
in poor housing, in debt or completely homeless
Creative agency: Lean Mean Fighting Machine
Creative team: Zoe Hough, Claire Baker, Alex Shapowal, Alex
Planner: Fransje Schoenmaker
Media agency: M2MUK
Media planner: Ellie Parker
Exposure: UK online
Shelter, the housing and homelessness charity, is launching a digital campaign to promote its online advice service, Know Your Rights.
The YouTube-style digital ads each show someone who is enjoying life at home. In one, we see a young man cleaning his bathroom, dancing and listening to the radio. As the user increases the volume, his dancing becomes more energetic.
Each ad carries the strapline "Be happy at home", and a scrolling ticker tape of the services that the Know Your Rights service offers.
This article was first published on campaignlive.co.uk
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