campaignlive.co.uk, Friday, 24 October 2008 12:00AM
HOLLAND & BARRETT - PRICE AND ADVICE
Project: Price and advice
Client: Phil Geary, director of marketing, Holland & Barrett
Brief: Position Holland & Barrett as being unbeatable for both price and
Creative agency: WCRS
Writer: Steve Little
Art director: Steve Little
Planners: Giselle Okin, Isabel Maitland
Media agency: MediaVest Manchester
Media planner: Rachel Keenan
Production company: HLA
Director: Kjetil Njoten
Editor: Leo King, Cut & Run
Post-production: Golden Square
Exposure: National TV
WCRS is trying to pull away from Holland & Barrett's purely price-led advertising past, with a new TV campaign promoting the fact that customers "come for the price" but "stay for the advice".
To highlight the dual selling points of the health food store, the agency has introduced two new characters, Mr Holland and Mr Barrett. While Barrett is adamant that customers "come for the price", the quirky Mr Holland focuses on looking after the customer, believing that "they stay for the advice".
Each ad features the two characters hotly debating the topic, but Barrett always manages to sneak in his price promotions, by quite elaborate means, from lifting a trap door to reveal an offer on echinacea, to pulling down a balloon-adorned screen from the ceiling.
SONY HD - QUANTUM OF SOLACE
Project: Quantum of Solace
Client: Susan Jurevics, vice-president of corporate marketing, Sony
Corporation of America
Brief: Sony's range of high-definition products shows you new levels of
Creative agency: Fallon
Writer: Phil Cockrell
Art director: Graham Storey
Planners: Heidi Hackemer, Matt Springate
Media agency: OMD
Media planner: Rupert Holroyd
Production company: Home Corp
Director: Baillie Walsh
Editor: Struan Clay, Final Cut
Daniel Craig looks a lot more comfortable, and sexy, in tight swimming trunks than he does in the new Sony HD commercial by Fallon.
The ad sees the latest James Bond incarnation standing amid a series of dramatic explosions.
The spot opens on a close-up of Craig's face. As the camera zooms out to a wider shot, we see the actor attempting to remain fixed to the spot while debris from the numerous explosions crashes into him from all directions.
The spot concludes with the strapline: "Bond in Sony high definition."
NIKE - ALL CONDITIONS GEAR WINTER
Project: All Conditions Gear winter
Brief: Capture the athletes in their natural environment to reflect the
ease with which they cope with the harshness of the terrain
Creative agency: Wieden & Kennedy Amsterdam
Writer: Mike Farr
Art director: Pierre Janneau
Planner: Laurence Horner
Media agency: Mindshare
Media planner: n/s
Photographer: Mark Zibert
Retouching: Mark Zibert, Andrew Ferreira
The Canadian backcountry is the location for Wieden & Kennedy Amsterdam's new print campaign for Nike All Conditions Gear.
Shot by Mark Zibert, the executions feature Richard Permin and Mirjam Jaeger, riders from Nike's ACG snowboarding team, on a snowy hillside in the middle of the night.
The shots also feature examples of the local Canadian wildlife; the powerful flashguns used during the shoot giving them a startled "caught in the headlights" look.
Each execution is accompanied by the name of the boarder and the item of clothing they are wearing.
FINANCIAL TIMES - FINANCIAL TIMES
Project: Financial Times
Clients: Frances Brindle, global marketing director; Caroline Halliwell,
head of global brand, Financial Times
Brief: Use an interesting take on the current economic climate to show
that the Financial Times is the definitive source of global business
news, comment and analysis
Creative agency: DDB London
Writer: Mike Crowe
Art director: Rob Messeter
Planner: Lucy Jameson
Media agency: BJK&E
Media planners: James Jennings, Emily Rich
The Financial Times is launching an unusual poster campaign across specially commissioned sites in London.
The sites, which launch on Monday, will be stripped back to the bare boards, with only a small copy panel posing the question: "Global downturn. What's the first mistake businesses make?"
DDB created the campaign, which is intended to provoke debate on the importance of advertising during a global economic crisis, and drive viewers to a microsite, www.ft.com/budgets, which contains case studies on the benefits of continuing to advertise.
CLARKS - AUTUMN/WINTER 2008 ADULTS
Project: Autumn/winter 2008 adults
Client: Carol Ware, adults brand manager, Clarks
Brief: Get people to choose shoes with their feet as well as their eyes
Creative agency: Abbott Mead Vickers BBDO
Writer: Rob Webster
Art director: Chris Kelly
Planners: Jacquie Chick, Ila De Mello Kamath
Media agency: Universal McCann
Media planners: Richard Aldiss, Guy Beardsley
Production company: Knucklehead
Director: Joe Roman
Audio Post-production: Wave
Exposure: National TV
For its autumn and winter campaign, Clarks is using a strategy of encouraging people to choose shoes with their feet, not with their eyes.
Each execution follows the journeys and experiences people can have while wearing Clarks shoes.
The first spot, called "surprise party", follows a young woman who wears Clarks shoes while getting ready for an evening out with her boyfriend, when, in fact, she ends up being led to a surprise party organised by her closest friends.
"Day out" follows a similar theme but involves two friends exploring a city and seeing the sights.
SONY ERICSSON - DIRECTIVE C902
Project: Directive C902
Client: Cathy Davies, director of global marketing communications, Sony
Brief: Create a digital campaign that leverages Sony Ericsson's
association with the James Bond film Quantum of Solace
Creative agency: Iris Digital
Writer: Matt Hallett
Art director: Bill Adcock
Planner: Michelle Byrne
Media agency: Mediaedge:cia
Media planner: Stefan Burford
Designer: Rob Adderley
Exposure: Digital across 42 countries
Sony Ericsson is turning its phones into hi-tech spy gadgets to promote its association with the upcoming James Bond film, Quantum of Solace.
A website, created by Iris Digital, will host an interactive movie that tests a player's secret agent skills across four spy missions. Upon completion of each level, the site will deliver a code, which players can use to unlock exclusive mobile phone applications.
Each application available to download is Bond-themed, among them a function that turns a player's camera phone into a wireless spycam, as well as a fingerprint scanner and X-ray viewer.
B&Q - BREAKFAST TABLE
Project: Breakfast table
Client: Jo Kenrick, marketing and customer proposition director, B&Q
Brief: Relaunch the "staff" campaign for the modern retail market
Creative agency: JWT London
Writer: David White
Art director: George Hepburn
Planner: Sophie Lewis
Media agency: Mediaedge:cia
Media planner: Terry McParlane
Production company: Outsider
Director: Russell England
Editor: Simon Wilcox
Audio Post-production: Scramble
B&Q is bringing back store staff to its ads in a new TV and print campaign, created by JWT.
The "Real staff, real value" campaign features a number of executions that track different B&Q staff as they rehearse their lines.
In one ad, employee Lynne Bird is seen learning her lines in the kitchen, while in another, B&Q worker Dave Kirwan is filmed as he rehearses on a park bench.
Each spot then cuts to the employee doing a piece to camera, selling a particular B&Q range.
STELLA ARTOIS - STELLA ARTOIS 4%
Project: Stella Artois 4%
Client: Adam Oakley, marketing director, UK, InBev
Brief: Launch Stella Artois 4%
Creative agency: Mother
Art director: Mother
Media agency: Starcom
Media planner: Steve Keenan
Exposure: National poster campaign, selected magazines
Mother is using 60s French Riviera-style imagery in its first work for InBev's Stella Artois 4% variant - an account that the agency picked up in August this year.
The work, aimed at 18- to 34-year-old males, will appear on national poster sites and in London freesheets and men's magazines. It will then be followed up by a humorous TV ad shot in the style of 60s French cinema.
The ads show a woman, a brunette in some and a blonde in others, holding a can and glass of Stella 4% and blowing a kiss with the words "la Nouvelle Smooth" next to it.
The strapline reads: "Triple filtered. Smooth taste."
This article was first published on campaignlive.co.uk