The Work: New campaigns - UK

campaignlive.co.uk, Friday, 29 August 2008 12:00AM

STAPLES - BACK TO SCHOOL
CREDITS
Project: Back to school
Client: Yetunde Ige marketing director, Staples
Brief: Build awareness for Staples' back-to-school range
Creative agency: McCann Erickson
Writer: Matt Crabtree
Art director: Simon Hepton
Planner: Peter Wilson
Media agency: MediaCom
Media planner: Richard Higbid
Production company: Annex Films
Director: Max Myers
Editor: Andy Packer
Post-production: Annex Films, Prime Focus
Audio Post-production: Jungle Studios
Exposure: National TV, national radio, national and regional press

THE LOWDOWN

Staples is encouraging children to stock up their pencil cases before they go back to school in a new TV commercial.

The 30-second ad, created by McCann Erickson, opens on a typical classroom scene, with two schoolgirls sitting at a desk.

When one of the girls asks her friend if she can borrow a pen, her friend starts to reel off all the different types of pen she has in her pencil case, boring the girl to tears. She finally settles on a pen that turns into a pencil, but that only prompts her friend to list all the pencils she could lend her instead.

The action then cuts to an explanation of the products that Staples has on offer, before the strapline "Staples: that was easy" appears.

MARMITE SNACKS - LOVE/HATE
CREDITS
Project: Love/hate
Clients: Noam Buchalter, marketing manager; David Titman, marketing
executive, Marmite
Brief: Four new ways to love or hate Marmite
Creative agency: DDB London
Writers: Graeme Hall, Noah Regan
Art directors: Noah Regan, Graeme Hall
Planner: Georgia Challis
Media agency: MindShare
Illustrator: Al Murphy
Photographer: Andy Grimshaw
Exposure: Magazines

THE LOWDOWN

Marmite is continuing its "love/hate" strategy in a new print campaign created by DDB London.

Promoting a new range of Marmite Snacks, the pictures show someone loving the product, if looked at from one angle, but hating the product if looked at from another.

In one ad, it seems as though a person is taking a bite from a jumbo rice cake, but from another angle, it looks as if they're flushing it down the toilet.

Another execution features someone either pouring bread sticks into their hand, or putting them back into the bag, depending on how the ad is viewed.

The five different ads will appear in monthly and weekly magazines throughout September and October.

YELL.COM - ETON GANGSTA
CREDITS
Project: Eton gangsta
Client: Helen Stevenson, chief marketing officer, Yell.com
Brief: Make Yell.com famous for finding any type of business and
service, anywhere in the UK
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: PHD
Media planner: Jo Williams
Production company: Hungry Man
Director: Bryan Buckley
Editor: Andrea McArthur
Post-production: The Moving Picture Company
Exposure: National TV

THE LOWDOWN

Anyone familiar with the MTV programme My Super Sweet 16 will recognise the tantrum thrown by the stroppy teenager in Mother's latest TV spot for Yell.

A spoilt teenager is in the throws of putting together his Roman-themed birthday party with his egocentric party planner, when he suddenly decides he wants a Harlem gangster-themed celebration instead.

"I want more bling than you can shake a pheasant at," the posh brat demands.

The action then cuts to the party planner's assistant frantically using Yell.com's online directory service to source all the props and furnishings needed to meet the teenager's extravagant requests.

KFC AM - TODAY STARTS HERE
CREDITS
Project: Today starts here
Client: Jennelle Tilling, senior vice-president, marketing, KFC
Brief: Launch KFC am, the new breakfast range from KFC
Creative agency: Bartle Bogle Hegarty
Writers: Andy Drugan, Adam Arber
Art directors: Andy Drugan, Adam Arber
Planner: Ed Booty
Media agency: Walker Media
Media planner: Chris Smith
Production company: Knucklehead
Director: Ben Gregor
Editor: Alistair, The White House
Post-production: Absolute Post
Exposure: National TV

THE LOWDOWN

KFC is appealing to the early birds in its latest TV campaign promoting its new breakfast menu, KFC am, which is served between 6am and 10am.

The 30-second spot, created by Bartle Bogle Hegarty, features physical re-enactments of phrases (interpreted a little too literally) in order to suggest that you can "do anything" after eating the fast food breakfast menu.

The ad opens on a man sitting eating his KFC breakfast, explaining that he's going to "push the boat out". The action then cuts to the plucky bloke trying to push a moored boat out of the waterless harbour.

We then see a man who intends to "pull out all the stops", attempting to pull out a stop sign from the side of the road.

OASIS - RUN, CACTUS KID, RUN!
CREDITS
Project: Run, Cactus Kid, run!
Client: Caroline Bonpain, senior brand manager, Oasis
Brief: Drive saliency and fame for the Oasis brand
Creative agency: glue London
Writers: Alex De Castro, Lisa Wallace
Art directors: Alex De Castro, Lisa Wallace
Planner: Martin Baillie
Media agency: Vizeum
Media planner: Gemma Tiley
Designers: Ian Byrne, Cherry Leong
Exposure: Online

THE LOWDOWN

Glue has created a number of websites supporting Mother's Cactus Kid campaign for Oasis that create a fictional world around the Cactus Kid character.

The "run, Cactus Kid, run!" sites include the homepage of "Mothers Against Cactus Kid", a campaign page encouraging mothers to keep their daughters away from the water-hating renegade. The site features a video appeal from the mother of the young girl who's eloped with Cactus Kid.

Another site, www.findcactuskid.com, encourages users to join in a sheriff's hunt for Cactus Kid.

As users click through, more sites are revealed, engaging the user in Cactus Kid's True Romance-style story.

HOUSE OF FRASER - COME AND PLAY AT OUR HOUSE
CREDITS
Project: Come and play at our house
Client: Amanda Green, head of external communications, House of Fraser
Brief: Position House of Fraser as the destination for fashion on the
high street
Creative agency: Delaney Lund Knox Warren & Partners
Writers/art directors: Steve Boswell, Steve Drysdale
Planners: Anna Hutson, Susan Poole
Media agency: Starcom MediaVest
Photographer: Lee Jenkins
Exposure: Press

THE LOWDOWN

House of Fraser is inviting consumers to "come and play at our house" in a new press campaign, which seeks to promote the department store as the top shopping destination on the high street.

The posters, created by Delaney Lund Knox Warren & Partners, feature "rooms" of a house in which models are playing with the clothes and products. All the "room" executions are brought together in one larger execution, which takes the form of a cross-section of a large house.

Each execution carries a black border featuring the logos of all the labels stocked by the department store.

VISIT LONDON - SEE THE WORLD
CREDITS
Project: See the world
Client: Martine Ainsworth-Wells, marketing director, Visit London
Brief: Ensure that people believe that London is the greatest city on
Earth
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Pip Bishop, Amber Casey, Dan Hubert, Tim McNaughton, Freddy
Mandy
Art directors: Chris Hodgkiss, Dan Hubert, Amber Casey, Tim McNaughton,
Freddy Mandy
Planner: Lucy Howard
Media agency: OMD
Media planner: Seeta Kalghatgi
Photographer: Staudinger + Franke
Photographer's agency Germaine Walker
Retouching: Act Two
Exposure: Press, outdoor, online

THE LOWDOWN

Visit London has launched its first global campaign to celebrate the handover to London at the Beijing 2008 Olympic and Paralympic Games on 24 August.

The print campaign, created by Rainey Kelly Campbell Roalfe/Y&R, will run in Beijing, Europe and the US.

The first print execution features a map of London imprinted on to planet Earth, with the Thames snaking around the Earth's middle.

Another execution uses an image of a firework exploding, with a Thames-shaped line of light running through the centre.

Each execution carries the strapline: "See the world. Visit London."

FORD - THE RANGER CHALLENGE
CREDITS
Project: The Ranger challenge
Client: Hans Rutlin, CRM and internet manager, Ford of Britain
Brief: Promote the tough Ford Ranger by direct mail
Creative agency: Wunderman
Writer: James Nester
Art director: Chris Lawson
Exposure: Direct mail

THE LOWDOWN

Brute force is required to experience Ford's new direct mail campaign, which promotes its Ranger vehicles.

The brochure, created by Wunderman, is enclosed within a robust card pillow pack, with two tough handgrips punched through the pack at either end. On the front of the pack, a headline reads: "Challenge: open with your bare hands."

Once pulled apart, the contents of the brochure, including pictures and information about the Ranger vehicles, become accessible. The front cover carries the strapline: "Ford Ranger: loves challenges like you do."

THE BODY SHOP - GLOBAL BRAND CAMPAIGN
CREDITS
Project: Global brand campaign
Client: Philip Clough, global brand director, The Body Shop
Brief: Re-establish The Body Shop's ethical heritage and reveal a fresh
global positioning on natural beauty
Creative agency: Leagas Delaney
Writer: Rob Burleigh
Art directors: Paul Copeland, Mark Fraser
Planner: Sebastian Kemmler
Media agency: ZenithOptimedia
Photographers: Enrique Badulescu, Sam Faulkner
Retouching: Enrique Badulescu, Loop
Exposure: Press, in-store, online, outdoor

THE LOWDOWN

The Body Shop is promoting itself as "nature's way to beautiful" in a press campaign created by Leagas Delaney, which seeks to highlight how the natural ingredients in its products can enhance a person's beauty.

One execution features an image of a woman smiling alongside text that explains how The Body Shop sources its natural ingredients while striving to protect the planet.

Another ad, promoting The Body Shop's Total Energy Pulse Point Balm, features an image of a model with the words "get your grrrr back" over-laid, in a bid to highlight the energising qualities of the product's key ingredient, Amazonian guarana.

This article was first published on campaignlive.co.uk

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