The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 31 October 2008 12:00AM
SONY - BOND IN HD
Project: Bond in HD
Clients: Nicolas Fidry, senior marketing manager; Ben Moore,
vice-president marcoms Europe, Sony
Brief: Create an immersive online experience to showcase Sony's HD
family of products through the Sony association with James Bond
Creative agency: Dare
Writer: Jonny Watson
Art director: Dan Harrison
Planner: Ben Gallagher
Media agency: OMD International
Media planner: n/a
Production companies: Hotspur & Argyle, Contentment
Director: Jake Polinski
Audio Post-production: 750mph, Wave
Exposure: Online, TV, press
Dare is helping secret agent wannabes to get their sensory abilities up to the level of 007 himself while teaching them a thing or two about high definition with its new Bond-themed microsite for Sony.
Users can assume the role of an agent who has to master challenges, each representing a different Sony high-definition product, including Sony Bravia, Cyber-shot and the Blu-ray Disc Player.
The challenge for Bravia tests users' ability to discern detail at speed, inviting them to navigate around a suspended explosion to retrieve a poker chip, playing card and dice.
The spatial awareness experience for Cyber Shot challenges users to take pin-sharp photos in extremely testing conditions, such as being spun in a gyroscope.
Upon completion of the challenges, users are rewarded with the chance to enter a prize draw to win the full Sony high-definition kit.
BARCLAYCARD - GLIDE
Client: Gary Twelvetree, chief marketing officer, UK cards, director of
brand and advertising, Barclaycard
Brief: Barclaycard helps you to cut through the clutter of life
Agency: Bartle Bogle Hegarty
Writers/art directors: Gary McCreadie, Wesley Hawes
Planners: Jim Carroll, Nicky Vita
Media agency: Walker Media
Media planner: n/s
Production company: Gorgeous
Director: Peter Thwaites
Post-production: The Mill
Editor: Neil Smith, Workpost
Exposure: National TV
Cutting through life's clutter is the message that literally slides through this new ad by Bartle Bogle Hegarty for Barclaycard, which aims to promote the ease of using contactless technology for making payments.
In the ad, an office worker leaves his desk, promptly strips off and jumps into a waterslide in his office that weaves round buildings, across skyscrapers and through parks. While he's merrily sliding his way home, he manages to pick up something for dinner using his Barclaycard.
It was shot on location in Brazil and uses computer- generated imagery to place the slide around the city.
ARGOS - OVERHELP AND GARAGE
Project: Overhelp and Garage
Client: Nicola Brown, advertising manager, Argos
Brief: Argos is the best place to get the gifts they really want this
Creative agency: CHI & Partners
Writers: Clark Edwards, Nick Pringle
Art directors: Clark Edwards, Nick Pringle
Planner: Sarah Clark
Media agency: Mindshare
Media planner: Steve Henderson
Production company: Partizan
Editor: Jono Griffiths, Final Cut Post-production The Moving Picture
Company Audio post-production Wave Exposure National TV
No, it's not even November and the Christmas ads are already hitting our TV screens. Argos is the first Yuletide culprit, launching a festive-themed ad by CHI & Partners.
Reminiscent of Rowan Atkinson's over-the-top gift-wrapping in the film Love Actually, the theatrical employees of a department store go all out with their customer service as they lay on all the trimmings when wrapping a gift, much to the frustration of a female shopper.
She eventually loses patience and heads instead to the nearest Argos, while a voiceover explains: "At Argos we make a little less fuss," in a bid to highlight its reputation for shopper convenience and value for money.
THE SUN - HUM-DINGER
Clients: Allan MacCaskill; Roland Agambar, The Sun
Brief: Promote the premium promotional giveaway of a free Quantum of
Solace MP3 player in The Sun
Creative agency: Brothers and Sisters
Writers/art directors: Mark Harris, Sam Washington
Planner: Matt Boffey
Media agency: Mindshare
Media planner: James Crouch
Directors: Mark Harris, Sam Washington
Production company: Brothers and Sisters
Post-production: Final Cut
Audio Post-production: Marmalade
Exposure: National TV
The Sun is launching a campaign created by Brothers and Sisters that highlights its association with the release of the latest Bond film.
A Bond-themed TV spot is supported by radio and press ads, all of which promote the newspaper's promotional giveaway of Quantum of Solace-branded MP3 players, in a bid to emphasise the breadth of the daily entertainment offerings from The Sun.
The 30-second spot follows a Sun-reader walking down the street humming the well-known Bond theme along to his free MP3 player while reading The Sun.
As he is joined by others, also humming the tune, clips of the film are shown, until there is a throng of Sun fans, all singing in unison.
BBC - BBC BRAND (CHILDREN'S)
Project: BBC brand (children's)
Client: Bella Hastie, head of strategy, BBC
Brief: Demonstrate that after 52 years of creating quality programming,
no-one understands children like the BBC
Creative agency: Fallon
Writers: Sam Walker, Joe De Souza
Art directors: Sam Walker, Joe De Souza
Planner: Jo Hudson
Media agency: BBC
Media planner: Kate Osborne
Production company: Red Bee
Director: Sam Walker
Editor: Leo Scott
Post-production: Prime Focus
Audio Post-production: Grand Central
Exposure: National TV, press
Fallon has created a series of idents for Children's BBC that observe the faces of children as they watch their favourite programmes.
The twinges, blinks, smiles and giggles of more than five children are captured in these 30- and 40-second spots, each of which are shot as if the camera is stationed inside the television.
Finally, in a nostalgic reference to the heritage of Children's BBC, the strapline tells parents: "Making them smile. Just like we did with you."
PEPSI - PEPSI MAXCAST
Project: Pepsi Maxcast
Client: Bruno Gruwez, UK marketing director, Pepsi
Brief: Connect Pepsi Max to its 20- to 30-year-old audience through
Creative agency: Mindshare Invention
Writers/art directors: Rebecca Rowntree, Nicola Sinclair
Planners: Sam Turley, Paul O'Neill
Media agency: Mindshare
Media planner: Jamie Allard
Production company: n/s
Director: Sam Turley
Photographer: Paul O'Neill
Mindshare has launched a new music destination on MySpace for Pepsi where DJs and music artists offer their picks of the best new and live music.
Called Pepsi Maxcast, the project targets 20- to 30-year-olds, and aims to make it easier for users to find the best new music from the array available on MySpace.
The initial line-up of music artists includes Carl Barat, formerly of The Libertines and now the frontman for Dirty Pretty Things, DJ Jodie Harsh and the house music star Peyton.
There are video profiles providing insights into each of the artists' lives along with music players showcasing new music recommendations and a "This Week" area where fans can get inside gossip.
ASK.COM - NAGGING QUESTIONS
Project: Nagging questions
Client: Sarah Bartlett, marketing director, Ask.com
Brief: Reintroduce Ask.com as the place to get the answers to all your
questions the first time, every time
Creative agency: Hanft Raboy & Partners New York
Writer: Heather English
Art director: Beth Wetzel
Media agency: MPG
Production company: Furlined
Directors: The Perlorian Brothers
Editor: Nick Lofting, Union New York
Exposure: National TV
Ask.com has launched a new UK TV campaign, created by the US agency Hanft Raboy & Partners, rather than its local agency, Fallon.
The new work promotes the search engine as the most effective online tool for answering people's questions.
In a series of three TV commercials, a pregnant woman, a police officer and a schoolboy are followed as they go about their days, with characters at their sides answering unspoken questions.
The TV campaign is a change in direction for the Ask.com brand, and aims to make it appear less technical and more focused on the people it aims to help.
WESTFIELD - LIGHT
Client: Nicky Fuller, general manager, marketing, Westfield London
Brief: Launch Westfield as a new fashion beacon for London
Creative agency: Adam & Eve
Writer: Nick Tasker
Art director: Nick Tasker
Planner: David Golding
Media agency: BLM
Production company: Knucklehead
Director: Daniel Barber
Exposure: London TV, cinema
Adam & Eve has produced a TV spot to promote the opening of London's newest shopping centre.
The massive mall, built by the developer Westfield, is due to open next week in White City. The ad features women and men that wake and fly westwards over the capital, drawn like moths to the light representing the shopping centre.
The spot will target London shoppers, running on Channel 4 for seven weeks during Desperate Housewives, in a bid to build an affinity between this core target audience and Westfield.
SOURZ - SOURZ ZING CITY
Project: Sourz Zing City
Client: Beam Global Spirits and Wines including Maxxium, UK
Brief: Build brand equity by driving awareness of Sourz as a modern
mixable spirit. Engage target audience with new brand proposition and
create an aspirational brand image
Creative agency: Publicis Dialog
Writer: Mike Dawe
Art director: Aiden Howes
Planners: Claudia Simms, Beth Kerr
Media agency: ZenithOptimedia
Media planner: Matt Thomas
Production: Act Two, Karen Ford
Exposure: Experiential activity in Bristol, Glasgow, Manchester and
Publicis Dialog is aiming to help reposition Sourz as a modern mixable spirit with a vibrant experiential campaign targeting students and involving light shows, street acrobats and DJ sets.
The events will take place in Bristol, Glasgow, Manchester and Liverpool, with activity in students unions and bars.
The campaign, under the banner Zing City, aims to bring to life the brand's "add some zing" strapline and highlight the many ways to drink Sourz. Consumers will be invited to sample the new mixed Sours drinks and they will get the chance to win tickets to all of the Zing City events.
This article was first published on campaignlive.co.uk
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