The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 02 November 2007 12:00AM
ARGOS - ARGOS CHRISTMAS CAMPAIGN
Project: Argos Christmas campaign
Brief: For a more Christmassy Christmas, don't shop for it, Argos it
Creative agency: CHI & Partners
Writer/art director: Micky Tudor
Planner: Sarah Clark
Media agency: MindShare
Media planner: Sarah Jones
Production company: Academy
Director: Chris Dada
Audio Post-production: Scramble
Exposure: National TV
Argos is kicking off the Christmas season with a TV spot from CHI & Partners that promotes the retailer's hassle-free ordering service.
The 40-second TV spot extols the virtues of doing your Christmas shopping from the Argos catalogue, by depicting high-street shopping as an endurance sport.
The action opens on a busy high street, with hundreds of shoppers rushing around the streets, clambering over each other to get to the shops.
Similar to a scene from a marathon, we see some of the shoppers vaulting over benches, pouring bottles of water over their heads and stretching their legs out to get rid of cramp. The action then cuts to a family in the calm surroundings of their home, taking delivery of their Christmas shopping from an Argos van.
A voiceover says: "Christmas shopping. Wouldn't it be nice if it was more Christmassy? Well, it can be, because Argos can deliver the high street straight to your door."
E.ON - ANIMALS
Client: E.on UK
Brief: Launch and drive awareness of Easy Green, a new green electricity
product for businesses
Creative agency: TBWA\London
Writers/art directors: Steve Henry, Danny Brooke-Taylor, Mark Shillum
Planner: Tom Morton
Media agency: Initiative
Media planner: Max Lucas
Production company: Thomas Thomas
Director: Kevin Thomas
Editor: Tim Thornton-Allen, Marshall Street Editors
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV, press, poster, direct mail, online
E.on, the electricity and gas company, is jumping on the "green" bandwagon with its latest campaign that celebrates its new green electricity product for businesses, called Easy Green.
To encourage businesses to switch to Easy Green, the TV spot, created by TBWA\London, asks businesses to let nature into their companies.
The 30-second ad, set to an Arthur Askey song Busy Bee, opens on a courier delivering a package to an office. A porcupine emerges from the bag, and soon the office fills with animals. Sheep stampede down the corridors, a beaver emerges from a filing cabinet, and a wallaby hops past, while the workers go about their business, seemingly oblivious to the menagerie of creatures.
VIRGIN TRAINS - NATURE SPEAKS
Project: Nature speaks
Client: Virgin Trains
Brief: Communicate Virgin Trains' credentials as a greener travel option
Creative agency: Glue London
Writer/art director: Seb Royce
Planner: Martin Bailie
Media agency: Manning Gottlieb OMD
Designers: Matt Verity, Daniel Diggle
Production company: 2AM Films
Director: Joel and Jamie
Editors: Robin Burke, Superglue; Eve Ashwell, Cut & Run
Post-production: The Mill, Superglue
Exposure: Online, YouTube
Generally, you can't go wrong with people dressed as animals, and glue London has used this approach for a new Virgin Trains spot, which has dressed people as flora and fauna to bemoan the public's travel habits.
The online ads pop out to reveal short video clips, produced by 2AM Films, which feature various characters, including a "Glaswegian hedge", a "south London 'it' cow", a "stammering owl", and a "randy bee". The animals and plant life explain how the use of planes and cars is playing havoc with their habitats. The ads finish with copy that says: "Virgin Trains produce 76 per cent less carbon than cars."
The activity is supported by a website, and other online films that comically portray the effect of global warming on various creatures' mating habits.
SONY ERICSSON - SONY ERICSSON CYBERSHOT
Project: Sony Ericsson Cybershot
Client: Sony Ericsson
Brief: Promote the Sony Ericsson Cybershot phone's photo-editing
Creative agency: Dare
Writer: Yasmin Quemard
Art director: Claus Stengel, Darrio Stengel
Planner: Rachel Lawlan
Media agency: Mediaedge:cia
Designer: David Boleas
Dare has created a website to promote the Sony Ericsson Cybershot's photo-editing capabilities.
By allowing people to upload photos they have taken on their phone, the site aims to show that camera phones can capture spontaneous moments that tell people's own personal stories.
In a bid to engage people in a photo-sharing community, users are invited to upload their story/photos, tag them and then see if they garner enough votes to become the homepage for the day.
As well as dangling the carrot of international photographic fame, the site also allows users to peruse images from other snap-happy enthusiasts from across the globe.
HONDA - CARSCAPES
Client: Ian Armstrong, marketing communications manager, Honda
Brief: Challenge the convention of car posters
Creative agency: Wieden & Kennedy
Writers/art directors: Richard Hooker, Shay Reading
Planner: Paul Colman
Media agency: Starcom
Media planner: Jane Ollier
Photographer: Paul Zak
Wieden & Kennedy's latest poster campaign for Honda features four of the manufacturer's most popular marques: the Civic, Type R, Hybrid and CR-V.
Each poster positions one of the above against a close-up of the same model. One execution shows a Type R emerging from what looks like a tunnel, but is in fact the wheel arch of the car.
In another poster, the Hybrid is set against the dark background of the car's wheel and side panels, imitating the slopes and curves of the road.
PRO EVOLUTION SOCCER - PRO EVOLUTION SOCCER 2008
Project: Pro Evolution Soccer 2008
Client: Jon Murphy, European marketing director, Konami Interactive
Brief: Raise awareness for the launch of the latest incarnation in the
legendary Pro Evolution Soccer series
Creative agency: Frontroom
Writer: Kim Curran-Goodson
Art directors: Tony Enright, Nathan Hart
Planner: Lau Glendinning
Media agency: Target Media
Media planner: Louise Gaynor
Production company: RSA
Director: Nick Livesey
Post-production: Final Cut, Framestore CFC
Exposure: Terrestrial and satellite TV channels, national and lifestyle
press, national outdoor and online
Frontroom is giving football fans a behind-the-scenes glimpse at some famous sporting faces in its latest TV campaign for the video game Pro Evolution Soccer.
The campaign features Cristiano Ronaldo and Michael Owen unwinding backstage at a photoshoot. The footballers give frank interviews about their lives and their love for the game, as well as revealing why they enjoy playing Pro Evolution Soccer.
Owen explains: "You think to yourself, one day I'll score one of those in a match, but it rarely happens."
While they talk, video-game footage of the players striking the ball flashes up. The 30-second spot ends with the strapline: "This is me. This is my game."
AUNT BESSIE'S - THE TASTE OF HOME
Project: The taste of home
Client: Newby Groves, marketing controller, Tryton Foods
Brief: Establish Aunt Bessie's as the brand that gives you the taste of
Creative agency: Euro RSCG London
Writer: Imran Patel
Art director: Dave Prater
Planner: Alice Schaffer
Media agency: BLM
Media planner: Phil Harper
Production company: Serious Pictures
Director: Danny & Ezra
Editor: Dave Webb, Final Cut
Post-production: The Mill
Audio Post-production: Spirit Studios
Exposure: TV, press, posters
In a bid to convince consumers that Aunt Bessie's products taste like home-cooked food, Euro RSCG London has created a TV spot that evokes memories of wholesome family mealtimes.
The 30-second ad for Aunt Bessie's Apple Pie opens on a man enjoying the pudding in an old-fashioned kitchen surrounded by elderly relatives and chintzy decorations.
As he consumes the pie, a doily disappears from under the plate, the rug slowly shrinks away from under the table and flowers fall off the curtains until eventually all the dated decor has disappeared - along with his grandparents. The man is then seen sitting in his modern bachelor-pad finishing off the pie.
The ad finishes with the strapline: "Aunt Bessie's, the taste of home."
MERCEDES-BENZ - THE ANATOMY OF PRO-SAFE
Project: The Anatomy of Pro-Safe
Client: Richard Payne, marketing communications manager, Mercedes-Benz
Brief: Drive home the fact Mercedes still goes further than anyone else
in using its Pro-Safe technology to provide the ultimate passenger
Creative agency: Agency Republic
Writer: Gavin Gordon-Rogers
Art director: Gemma Butler
Media agency: Target Media
Designer: Marga Arrom-Bibiloni
Agency Republic's new website for Mercedes-Benz explains its Pro-Safe technology by drawing parallels with the human body's own defence system.
The Anatomy of Pro-Safe site, http://safe.mercedes-benz.co.uk/home.php, brings to life the car's hi-tech safety features through CGI animation.
The site centres on an exploding image of a Mercedes, which transforms into a robotic human body made up of car parts. The user can then click on labels that provide information on the technical features of the car, as well as physical attributes of our body's internal defence system during different stages of a crash.
ROYAL MAIL - MEET MR COMPLETE
Project: Meet Mr Complete
Client: Antony Miller, head of media development, Royal Mail
Brief: Help Royal Mail demonstrate mail's role in the digital age and
position it as the natural partner to new media
Creative agency: Proximity London
Writer: Marcus Iles
Art director: Duncan Gray
Planner: Mark Hancock
Exposure: DM, online
Royal Mail is launching a DM and online campaign that shows businesses the benefits of using integrated marketing and highlights the postal service's ability to assist companies in their integrated marketing drives.
The campaign begins with a DM pack designed to look like a computer desktop and contains instructions on how recipients can fold the contents to create their own origami "Mr Complete". The mailer also drives recipients to a unique, personalised web address, where an animated 3D Mr Complete relays the benefits of integrating direct and digital media.
Those who have completed the online experience will then receive a final DM pack containing a hand-crafted Mr Complete, personalised with the recipient's name.
This article was first published on campaignlive.co.uk
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