The Work: New Campaigns - UK, Friday, 30 January 2009 12:00AM

Project: Cadbury Dairy Milk
Client: Lee Rolston, director of marketing, blocks and beverages,
Brief: Create a piece of content that gives people the same joyful
feeling they have when they eat Cadbury Dairy Milk
Creative agency: Fallon
Writer: Nils-Petter Lovgren
Art director: Nils-Petter Lovgren
Planner: Rachel Barrie
Media agency: PHD
Media planner: Charlotte Kemp
Production company: MJZ London
Director: Tom Kuntz
Editor: Steve Gandolfi, Cut & Run
Post-production: The Mill
Audio Post-production: Zoo, Jungle
Exposure: UK and Ireland TV and cinema


Two children with acrobatic eyebrows star in the follow-up to Cadbury's "gorilla" and "trucks" Dairy Milk ads.

The TV ad is the third in Fallon's "Glass and a Half Full Production" series and focuses on two kids, a boy and a girl, doing some crazy dancing with their eyebrows - backed by the 1989 track Don't Stop The Rock by Freestyle.

The ad begins with the pair posing for a photograph. When a phone rings off-screen, the photographer disappears.

As the music plays, their eyebrows dart up and down in time to the beat, before the girl finishes the routine by letting air out of a balloon.

Project: Saturday Times relaunch
Client: Richard Larcombe, head of brand marketing, Times Media Sales &
Brief: Announce the relaunch and redesign of the Saturday Times
Creative agencies: CHI & Partners, venturethree
Writer: Micky Tudor
Art director: n/s
Planner: Ben Southgate
Media agency: Mindshare
Media planner: Dominic Poynter
Exposure: National posters


CHI & Partners has launched an outdoor campaign promoting the new-look Saturday Times.

The revamped newspaper boasts a fresh layout and four new sections accompanying the main paper and the glossy Times Magazine.

The campaign builds on the current Times outdoor campaign with Underground 48-sheets, Tube card panels and premium 96- and 48-sheet roadside posters.

The executions feature an image depicting quintessential Saturday moments and the strapline moves from "The Times" to "The Saturday".

The outdoor campaign precedes a TV campaign, which launches on 5 February.

Project: Zac and Jim
Clients: O2 and O2 Academy
Brief: Raise awareness of O2's new partnership with O2 Academy venues
Creative agency: VCCP
Writer: Jonny Parker
Art director: Nik Stewart
Planners: Stuart Parkinson, Catherine Wiles
Media agency: ZenithOptimedia
Media planner: Nick Kavanagh
Production company: Spank Films
Director: Steve Bendelack
Exposure: TV, online


O2, which recently took over the sponsorship of the Carling Academy music venues, has teamed up with the teen TV drama Skins to promote the rebrand.

VCCP has created a pair of O2 Academy staff, Zac and Jim, and their friend Big Dave, who are obsessive music fans, to front the work. As well as featuring in idents during the programme, the characters will feature on MySpace. They will also have their own webisodes on the Skins website, where they interact with the show's stars.

Within the idents, they refer to Big Dave, their mate who always manages to get his hands on the hottest tickets. Viewers can discover an e-mail address to contact him on online. When e-mailed, he will give details of how to get hold of priority tickets.

Project: We don't expect the impossible
Client: Edume Rubio Erequena, digital communications executive, Amnesty
Brief: n/s
Creative agency: Quiet Storm
Writer: Neal Colyer
Art director: Neal Colyer
Planner: Jon Howard
Media agency: In-house
Media planner: In-house
Production company: Quiet Storm Films
Director: Neal Colyer
Editor: Nick Diss
Post-production: Prime Focus (colour grade), Richard Willmott, Crinan
Campbell (online editors)
Audio Post-production: Zoo
Exposure: Online


Amnesty International has launched a tongue-in-cheek online ad showing Barack Obama seemingly solving the world's problems in his first 100 days in office.

The ad, by Quiet Storm, aims to highlight Obama's pledges on human rights issues. Called "We don't expect the impossible", it shows what appears to be Obama walking through a park and effortlessly achieving unbelievable goals, such as fixing the global economic crisis.

The voiceover, by the former Star Trek actor Patrick Stewart, states that Amnesty International does not "expect miracles" from the newly elected president, but does want action on a range of human rights issues.

Project: Carrot cake
Client: Absolute Radio
Brief: n/s
Creative agency: Albion
Writer: Steve Heath
Art director: Nick Darken
Media agency: Starcom
Production company: Hungry Man
Director: Stephen Pearson
Editor: Alaster Jordan, The Whitehouse
Post-production: The Mill
Audio Post-production: Jungle
Exposure: National TV


Doug, the slightly unhinged Absolute Radio security guard, is back in another set of ads promoting the station and its rebranding from Virgin Radio.

There are 20 films in total across the campaign. The latest is called "carrot cake" and sees Doug sharing a piece of the aforementioned treat with a receptionist.

As they enjoy the cake, he begins reminiscing about an ex-girlfriend of his, and the conversation takes an uncomfortable and inappropriate turn until he is distracted by music emanating from the studio.

The ad finishes with him saying his catchphrase: "That's good. That's real good."

Project: Here today, goo tomorrow
Client: Jodie Bates, brand manager, Cadbury Creme Egg
Brief: Embed the campaign idea more deeply and underline seasonality of
Creative agency: CMW
Writer: George Leaney
Art director: Will Miles
Planner: Steve Taylor
Media agency: PHD
Media planners: Juliet Du Vivier, Rachel Robinson
Designer: Elliot Wright
Exposure: Online


CMW has created a digital campaign to support Saatchi & Saatchi's "Here today, goo tomorrow" TV and press activity promoting the return of the Cadbury Creme Egg.

The campaign, which builds on the idea that the eggs' sole purpose is to release their goo, spans social media, mobile, web-based games and a blog.

As well as playing the online games and blogging about their love of the chocolate snack, users can use the website to vote for which TV ad they think deserves airing in a specially bought slot.

Project: Foxy fever
Client: Cashcade
Brief: Build on the brand asset of Foxy and promote the £1 million
Creative agency:
Writers/art directors Matt Carter, Will Flack, Arron Wilmer, Tim Tyrrell
Media agency: Walker Media
Media planner: Malcolm Boxall
Production company:
Director: Matt Carter
Editor: Joe Wilby, Envy
Post-production: House Glassworks Amsterdam
Audio Post-production: Envy
Exposure: National TV


Foxy, the Foxy Bingo fox, is returning to TV screens to promote a £1 million giveaway by the bingo operator.

In the latest TV campaign, the trademark fox, who has received a CGI makeover, hurtles to Earth in a spaceship and lands in a forest, which promptly transforms into a 70s disco. The campaign, by, is preceded by ten-second teasers in the style of mini movie trailers showing the spaceship heading for Earth and announcing: "He's back."

In the ad, Foxy and a large group of women launch into a 70s dance routine to the classic track Funky Town.

The ad is supported by a press and poster campaign.

Project: Closer look
Client: Renault
Brief: Renault Megane Hatch fleet launch
Creative agency: Publicis Dialog
Writer: Paul Bennett
Art director: Stuart Gillespie
Planner: Thomas Curwen
Photography: In-house
Exposure: Direct mail


Renault is launching its Megane Hatch model to fleet managers, and Publicis Dialog has produced a DM pack designed to highlight the car's refined features.

The pack contains a brochure in which the headlines are set so small they can only be read with a magnifying glass - which is enclosed. The line on the outer packaging asks you to "take a closer look at the new Renault Megane".

As a contrast, the terms and conditions are set at a legible size and titled: "The large print." There are also tear-off cards included, which fleet managers can give to their drivers, directing them to a microsite where they can explore the car for themselves.

Project: Vauxhall sponsorship idents for America's Next Top Model
Client: Peter Hope, marketing communications manager, Vauxhall
Brief: Drive awareness, interest and consideration of Vauxhall cars
among a female audience. Prompt reappraisal of the brand by extending
Vauxhall's fashion credentials
Creative agency: Lowe
Writers/art directors: Seb Housden, Ben McCarthy
Planner: Will Humphrey
Media agency: ACT
Media planner: Helen Adcock
Production company:
Director: Ric Hawkes
Exposure: Living TV


In a bid to drive awareness of the Vauxhall brand among females, the car manufacturer is sponsoring the next season of America's Next Top Model on Living.

Each ident likens one of the car's features to the world of catwalk modelling, but mainly uses them as an excuse to have a leggy model hit the deck.

In "satnav", a model gets lost on the runway. However, "power assisted" and "air bag" both show models falling over in spectacular fashion.

Project: Minder
Client: Carl Ratcliff, head of marketing and brand strategy, Five
Brief: Promote Five's new take on the iconic TV classic Minder by
illustrating the wit and "geezer chic" look and feel of the series
Creative agency: Grey London
Writer: Grey London
Art director: Grey London
Planner: Grey London
Media agency: Vizeum
Media planners: Richard Friar, Nigel Kwan
Photographer: Petrus Olsson
Retouching: company n/a
Exposure: Posters, press ads, radio advertising, phone box and taxi
wraps, beer-mats


Five has launched an integrated campaign to promote its modern revival of the 80s series Minder. The campaign, by Grey London, includes posters, press ads, radio advertising, phone box and taxi wraps and beer-mats.

The series airs in February and stars Shane Richie as Archie Daley, the nephew of wheeler dealer Arthur Daley from the 80s programme. Lex Shrapnel plays Daley's bodyguard Jamie.

The executions present the two lead Minder characters in humorous situations relevant to each of the media. In the poster ads, the two Minder protagonists appear to have been pasted over the billboards.

Project: NSPCC domestic violence campaign
Client: Xavier Guillen, senior fundraiser, NSPCC
Brief: n/s
Creative agency: Kitcatt Nohr Alexander Shaw
Writers: Chris Myers, Ben Golik
Art directors: Paul Davis, Phil Wyatt
Planner: Phil Cragg
Designer: Darren Fernee
Production Gary Bridge
Exposure: Direct mail to prospective mid-level donors


This direct marketing campaign aims to encourage prospective donors to give £10 per month to the NSPCC. The campaign focuses on the emotional impact of domestic violence on children, and highlights the shocking statistic that, each year, around 750,000 children experience violence at home.

In 90 per cent of cases, they are in the same or next room when the violence takes place. The mailing includes a piece of wallpaper printed with the message: "When the walls are this thin, you can hear everything." The reverse tells the story of Maisie, and how she felt while listening to her dad beat her mum, and her mum begging him to stop.

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