The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 27 June 2008 12:00AM
BOOTS - SUMMER CAMPAIGN
Project: Summer campaign
Client: Elizabeth Fagan, marketing director, Boots
Brief: Encourage mums to embrace the carefreeness of summer by not
having to wrestle with their kids
Creative agency: Mother
Art director: Mother
Media agency: MediaCom
Production company: RSA Films
Director: Jake Scott
Editor: Jim Weedon
Post-production: Absolute, The Moving Picture Company
Mother's summer ads for Boots feature the Here Come the Girls soundtrack that shot to fame in its Christmas campaign.
The ads, directed by Jake Scott at RSA, feature both mothers and their children jumping on trampoline-like grass in a park. To make it, Mother dug up part of a park and filled the hole with bouncy castle inserts. The agency then invited people into the park to discover the grass and filmed them as they bounced on it.
One ad for Soltan Kids features mothers and their children bouncing about on the trampoline grass, while the other for women's grooming products features women showing off their legs as they spring on the lawn.
COCA-COLA - THE UNHUGGABLES
Project: The Unhuggables
Client: Ricardo Miquelino, advertising group manager, Coca-Cola Football
Brief: Push Coca-Cola's sponsorship of the European Championship by
celebrating the spontaneity of a goal hug
Creative agency: Santo London
Writer: Pablo Minces
Art director: Pablo Minces
Planner: Martin Cole
Media agency: Vizeum UK
Media planner: Matthew Hook
Production company: Che Revolution Post
Director: Andres Fogwill
Editor: Pablo Colella
Post-production: Che Revolution Post
Audio Post-production: Daniel Fainsilver
Exposure: TV idents
Santo London has created 12 ten-second spots for Coca-Cola, called "The Unhuggables", that will air across Europe and in the UK as idents during the final stages of the Uefa European Championship.
The spots feature a man in a bar drinking a bottle of Coke just as his team scores. Reaching out to hug someone in celebration, the man is greeted by a series of unhuggable characters including a man covered in bees, a goth, a urinating statue, a giant and a monkey clashing cymbals.
The ad closes with the line: "Football from the Coke side of life."
HOME OFFICE - ALCOHOL KNOW YOUR LIMITS - BINGE-DRINKING
Project: Alcohol know your limits - binge-drinking
Client: Home Office
Brief: Challenge binge-drinkers to consider the consequences of their
Creative agency: VCCP
Writer: Matt Gilbert
Art director: Dave Tokley
Planners: Dale Gall, Cat Wiles
Media agency: Manning Gottlieb OMD
Media planners: Andrew Mortimer, Patrick Crawshaw
Production company: Gorgeous
Director: Vince Squibb
Editor: Paul Watts, The Quarry
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV, press, radio, online, installation
VCCP has launched a campaign aimed at reducing binge-drinking among 18- to 24-year-olds using the existing line: "Know your limits."
The campaign comprises two TV spots. One shows a boy and the other a girl, both at home getting ready for their night out. But instead of the usual rituals, they do things normally associated with being drunk. The boy pours curry down his shirt, urinates on his shoes and rips his jacket. The girl is sick, smears lipstick across her face and snaps her shoe's heel off. The ads end with the question: "You wouldn't start a night like this, so why end it that way?"
The campaign includes TV, print, radio and a viral execution, as well as online advertising and an installation in Covent Garden.
HARVEY NICHOLS - VULTURES SALE CAMPAIGN
Project: Vultures sale campaign
Clients: Julia Bowe, marketing director; Shona Campbell, advertising and
promotions manager; Mimi Morrish, marketing officer, Harvey Nichols
Brief: This summer's freshest and most-coveted sale
Creative agency: DDB London
Writer: Dave Henderson
Art director: Richard Denney
Planner: Georgina Murray-Burton
Media agency: Rocket
Media planner: Vanessa Lenton
Photographer: Karena Perronet-Miller
Exposure: Fashion titles
Harvey Nichols, DDB's crown jewel for print advertising, continues to reap awards for the agency. Its latest campaign uses vultures to show the predatory nature of sales shoppers.
Shot by Karena Perronet-Miller, the three executions show vultures that have swooped on items for sale. They include a red John Galliano dress, a bright red pair of Alexander McQueen heels and a DSquared jacket.
The campaign, which will run over the summer, will appear in regional and press titles.
SAVANNA DRY CIDER - FOOTBALL'S STAYING HOME
Project: Football's staying home
Client: Anthony Mills, marketing manager, Savanna
Brief: Raise awareness of Savanna Dry Cider
Creative agency: DraftFCB London
Writer: Brian Riley
Art director: Matt Lee
Planner: Michael Lean
Media agency: n/s
Production company: Viral Film
Director: Wayne Holloway
Editor: Michael Tamman, RSA FCP
Designer/photographer: Rory Carniege
Exposure: 85,000 on YouTube alone
DraftFCB London has produced a viral for Savanna Dry Cider, lamenting England's absence from the Euro 2008 football championships.
Set to the music of the iconic anthem Football's Coming Home, by the Lightning Seeds and David Baddiel, the rewritten lyrics bemoan England's failure to qualify for the tournament.
The viral features England fans doing mundane chores such as the washing, gardening and food shopping. To support the campaign, Savanna is also running related ads on the Tube.
SONY ERICSSON - SONY ERICSSON C902
Project: Sony Ericsson C902
Client: Cathy Davies, director, global marketing communications, Sony
Brief: Showcase the camera of the C902 phone
Creative agency: Dare
Writer: Nicky Palamarczuk
Art directors: Matt Firth, Vicky Ghose, Fabiana Xavier
Planner: Kirsty Angus
Media agency: Mediaedge:cia
Designers: David Boleas, Jamie Green, David McNulty, Pavel Fernandez
Dare has created a campaign for Sony Ericsson's new C902 phone that shows how the camera is designed to capture spontaneous moments. The campaign comprises online video ads featuring real-life athletes.
One ad features a bungee jumper standing on top of a cliff. The C902 phone appears from the left-hand side and pushes her off, prompting a perfect dive. Another ad features basketball players doing a series of tricks.
The campaign is completed by a social networking tool for Facebook and Bebo that allows people to edit their photos before sharing them online with friends.
NIKE - MOST WANTED
Project: Most wanted
Client: Sion Portman, brand connections, Nike UK
Brief: Launch "most wanted" - a search for the UK's sharpest footballers
Creative agency: AKQA
Writer: Nick Bailey
Art director: Andrew Tuffs
Media agency: MindShare
Media planner: Johan Hargreaves
Production company: Outsider
Director: Jorn Thelfall
Editor: Bill Smedley, Work Post
Post-production: The Moving Picture Company
Audio Post-production: Jungle Studios
Exposure: National TV, national radio, online
THE LOWDOWN AKQA has created a TV ad for Nike, with the Premier League, to call on young aspiring footballers to try out for Nike's football training camp.
The ad, "most wanted", sees Sir Alex Ferguson on the football pitch training young footballers. He calls on viewers to "stand up and be counted" to prove they have the passion for the game.
Wieden & Kennedy crafted the campaign's identity after Nike created the initiative. However, all of the online activity, TV and radio work was handled by AKQA.
Aspiring footballers have two months from 5 July to prove they have the football skills to make it to Nike's training camp, which Ferguson oversees.
PIMM'S - IT'S SUNSHINE O'CLOCK
Project: It's sunshine o'clock
Client: Charlotte Cottrell, Pimm's brand manager, Diageo
Brief: Brighten up Britain
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Media agency: Carat
Media planner: Carat
Designer: Agency Republic
Agency Republic has launched an online "sunshine finder" for Pimm's that tells users what times their local pubs and parks will be at their sunniest.
Users click on the link and enter their postcode. Then a massive clock appears on the screen with the current time. Alongside this are addresses and details of pubs and parks in the local area with times that they expect to be soaked in sunshine. Users can then see a full map with each location clearly pinpointed.
The online resource currently includes more than 1,000 pubs and parks in London.
ROYAL MAIL - MAIL FOR ME
Project: Mail for me
Client: James Bale, marcoms manager, Royal Mail
Brief: Encourage advertisers to consider direct mail as part of their
customer contact and retention strategies
Creative agency: Proximity London
Writer: Marcus Iles, Laurence Weinberger
Art director: Duncan Gray
Planner: Mark Hancock
Designer/photographer: Lisa Boxshall
Exposure: Business-to-business direct mail to 5,400 business executives
Proximity London's B2B campaign for Royal Mail uses the metaphor of a relationship break-up to show the importance of direct mail in maintaining good business relationships.
Both mailings are personal letters sent from a disillusioned lover ending a relationship because of a communication breakdown. One pack includes an engagement ring, while the other includes a magazine article about the importance of communication in a relationship. The magazine also features content that explains the benefits of using direct mail as a customer retention tool.
This article was first published on campaignlive.co.uk
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