The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 03 October 2008 12:00AM
WAITROSE - AUTUMN
Brief: Invite people to make the most of the season with delicious
quality food from Waitrose
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Jeremy Carr
Art director: Ken Hoggins
Planner: Mary Tucker
Media agency: Manning Gottlieb OMD
Media planner: Faye McDowall
Production company: Knucklehead
Director: Daniel Barber
Editor: Neil Smith
Post-production: The Moving Picture Company, Finish
Audio Post-production: 750mph
Exposure: National TV
Waitrose is celebrating the joys of autumn with a national television campaign created by Miles Calcraft Briginshaw Duffy that seeks to promote its range of seasonal produce.
As Golden Brown by The Stranglers plays in the background, the ad shows a variety of scenes associated with the season, including Bonfire Night, Halloween and the point when the leaves begin falling from the trees.
A voiceover recites a poem over the action, explaining the warmth and tastes of the season.
The ad concludes with a shot of freshly cooked Yorkshire puddings, and the voiceover urging viewers to "enjoy all the flavours of autumn with Waitrose".
ROYAL MAIL - PARTNER FOR GROWTH
Project: Partner for growth
Clients: Tom Hings, head of brand marketing; Andrew Hammond, head of
marketing communications, Royal Mail
Brief: Challenge businesses to reconsider Royal Mail as a partner to
grow their business
Creative agency: Abbott Mead Vickers BBDO
Writer: Diane Leaver
Art director: Simon Rice
Planner: Craig Mawdsley
Media agency: OMD
Media planner: Tania Harwood
Production company: Knucklehead
Director: Johnny Green
Photographer: Erwan Frotin
Audio Post-production: Soundtree, Jungle
Exposure: National TV
Abbott Mead Vickers BBDO has created an integrated campaign for Royal Mail in a bid to persuade companies to consider the service as a partner to help grow their business.
Incorporating TV, national press, online and direct elements, the campaign is inspired by real customer success stories, whose businesses have grown thanks to their collaboration with Royal Mail.
The TV spots, which use a mixture of stop-frame animation, live action and CGI, show materials rising from the ground and assembling together to form an effective production line.
The ad concludes with the items coming together to form a field of flowers.
BECK'S - LIVE STUDIO
Project: Live Studio
Client: Nicola Gates, senior brand manager, Beck's
Brief: Extend the Beck's overarching proposition of art and music into
the digital realm, engaging the target audience over a period of time
Creative agency: Dare
Writer: Emma Lawson
Art director: Eduardo De Felipe
Planner: Nick Emmel
Media agency: i-level
Media planner: Andrew Pascoe
Designers: Jonny Goodall, Steve Whittington
Production company: Dare
Beck's is extending its overarching brand proposition of music and art by streaming original tracks mixed by members of the public at www.becks.co.uk.
Called Live Studio, the site was set up in July and includes a bespoke music mixer, created by Dare, that includes samples from musicians such as Moby, Sonn J, Midnight Juggernauts and Does it Offend You, Yeah!.
Members of the public were asked to mix their own tracks, and more than 80 submissions were judged by a panel of luminaries, including the Manchester legends Peter Saville and John Squire, which are now available to listen to on the site.
ROYAL MARINES - ROYAL MARINES RECRUITMENT
Project: Royal Marines recruitment
Clients: Liz Ridgway, head of marketing, Royal Marines; COI
Brief: Make physically fit young men want to join the Royal Marines by
giving them the confidence that they have what it takes to be a Royal
Creative agency: WCRS
Writer: Billy Faithfull
Art director: Ross Neil
Planner: Roisin Robothan-Jones
Media agency: Carat
Media planner: Laura Braithwaite
Production company: Stink
Director: Martin Krejci
Editor: Martin Krejci
Post-production: The Mill
Exposure: TV, cinema
The latest TV ad from WCRS for the Marines is based around the monologue of a Royal Marines commando.
The marine unleashes his stream of consciousness as we see him cautiously wade through the jungle alone looking for the enemy.
His slow wading is cut against the fierce pace of his fellow Royal Marine commandos rushing to be by his side.
Out of nowhere a gun is cocked. As he slowly turns around, we see that a militant guerrilla is pointing an AK47 at him. Suddenly, nine Royal Marine commandos emerge from the jungle where they've been hiding all along, and circle the guerrilla.
DIESEL - SFW XXX
Project: SFW XXX
Creative agency: The Viral Factory
Media agency: n/a
Art director: n/a
Production company: The Viral Factory
Director: Keith Schofield
Editor: Rob Hill
Post-production: Tracey Khan, Unit Post Production
Audio Post-production: Unit Post Production
Exposure: Break.com and other seeding sites
In order to create a buzz around the celebration of its 30th birthday, Diesel, true to form, has cooked up a saucy viral.
The SFW XXX viral is a play on the acronym NSFW (Not Safe for Work), which is how porn and other dodgy material is tagged on the internet.
The ad uses clips from 80s porn films but cunningly censors them by using hand-animation and CGI effects to cover up the rude bits. This censorship takes various humorous forms, including shaking maracas, playing the harmonica and eating a banana.
You have to see it to believe it, though. Check it out at: www.brandrepublic.com/campaign/diesel.
PHILIPS - INTIMATE MASSAGERS
Project: Intimate Massagers
Clients: Gary Raucher, head of integrated marketing communications; Lian
Vergeer-Langens, director, integrated marketing communications, Philips
Brief: Launch the Philips Intimate Massagers
Creative agency: DDB London
Writers: Matt Lee, Pete Heyes
Art director: Grant Parker
Photographer: Giles Revell
Media agency: Carat
Media planner: Alex Brooks
Exposure: Print, outdoor
After two years of research, Philips has launched the Intimate Massager, a non-penetrative sex toy that both sexes can use.
The company claims that the product will help couples aged 35 upwards - who want to experiment but are put off by the current retail environment - to "shape and explore their intimate relationship".
The product is being backed by a print campaign that portrays a couple in an intimate embrace depicted by red contour lines, such as are found on an Ordnance Survey map, against a black background.
COUNTRY LIFE - GREAT BUTTER
Project: Great butter
Client: Paul Fraser, marketing director (foods), Country Life
Brief: Raise awareness of Country Life as the only major British butter
Creative agency: Grey London
Writer: Gordon Graham
Art director: Paul Copeland
Planner: Simon White
Media agency: John Ayling & Associates
Media planner: Deirdre McNair
Production company: Hungry Man
Director: Paul Gay
Editor: John Smith, The White House
Post-production: The Mill
Exposure: National TV, outdoor, online
John Lydon, aka Johnny Rotten, appears in his first-ever TV ad to help promote Country Life butter, as part of a £5 million relaunch campaign for the brand.
Created by Grey London, the ad follows the former Sex Pistols lead vocalist as he seeks to explore what attracts him to the brand.
Lydon reckons it's because Country Life is a British product, but after a hazardous journey across Britain, in which he's chased by a herd of cows and perturbed by Morris dancers, Lydon realises that the taste of Country Life is the reason why it's his butter of choice.
The TV spot will be supported by a two-week poster campaign and a revamped website.
THE SUN - ALL FOR JUST 30P
Project: All for just 30p
Clients: Roland Agambar, sales and marketing director; Allan MacCaskill,
head of brand; Chris Blackburn, brand manager, The Sun
Brief: Remind people of The Sun's 30p value for money and to highlight
the paper's breadth of content
Creative agency: Euro RSCG London
Writer: Ben Clapp
Art director: Russell Schaller
Planner: Alison Ashworth
Media agency: Mindshare
Media planner: James Crouch
Exposure: Outdoor, ATM screens and receipts, radio
The Sun is promoting its "all for just 30p" campaign by plastering billboards across the country with giant till receipts.
Created by Euro RSCG, the campaign aims to show the breadth of the newspaper's content, by detailing all the different aspects of the newspaper on the receipt. It lists everything from The Sun's "supergoals" section to crosswords and Mystic Meg.
At the bottom of the receipt, where the price is usually found, the ad states: "Total: 30p."
The billboards, which will run over a two-week period, will be supported by 30-second radio spots in the Carlton region.
JORDANS - BRAND RELAUNCH/MUESLI CAMPAIGN
Project: Brand relaunch/muesli campaign
Brief: Drive re-appraisal and trial by increasing relevance of the
benefits of Jordans' products for the brand's target audience
Creative agency: VCCP
Writer: Ken Taylor
Art director: Gavin McDonald
Planner: Dale Gall
Media agency: MPG
Media planners: Jo Reber (print), Emmie Sergeant (outdoor)
Photographer: Lol Keegan
Exposure: Magazines, six-sheet posters
VCCP is helping relaunch the Jordans muesli range with a press and poster campaign that highlights the brand's commitment to growing all cereals in a natural way from British farms.
Using bright, bold colours, the ads portray typical farmland scenery, with one of five different slogans displayed in the lower half of the print.
The slogans include "We think inside the box", "Now there's a mouthful" and "We use the mother of all ingredients. Nature."
Scattered around the text are images of ingredients used in the muesli, and a picture of the redesigned box.
This article was first published on campaignlive.co.uk
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