The Work: New Campaigns - UK

campaignlive.co.uk, Friday, 06 February 2009 12:00AM

ORANGE - ORANGE WEDNESDAYS
CREDITS
Project: Orange Wednesdays
Clients: Justin Billingsley, brand marketing director; Spencer McHugh,
head of advertising and design, Orange
Brief: Get people excited about and using Orange Wednesdays again by
reminding people that films are better with friends
Creative agency: Fallon
Writer: Lawrence Seftel
Art director: Dave Day
Planner: Tim Millar
Media agency: Mediaedge:cia
Media planner: Stuart Bowden
Production company: Hungry Man
Director: Hank Perlman
Editor: Alaster Jordan, The Whitehouse
Post-production: The Moving Picture Company
Exposure: UK TV, cinema, press, digital outdoor, online, in-store

THE LOWDOWN

Fallon has produced its first work for Orange since winning the Gold Spot account from Mother in August, promoting its Orange Wednesday cinema offer.

The ad, which is shot in a documentary style, features the Wicked Witch of the West character from The Wizard Of Oz, who has managed to find a friend, Vicky, through their shared passion for the cinema.

The ad, which aims to show that even for "baddies", film is better enjoyed with friends, sees the witch and Vicky going to the cinema and taking advantage of Orange Wednesdays. They also take part in other activities, from messing about in a park to playing arcade games.

As well as promoting Orange Wednesdays, the ad also uses Fallon's Orange "I am who I am" strategy.

PEUGEOT - DRIVE SEXY
CREDITS
Project: Drive sexy
Client: Peugeot
Brief: Promote the new 207 and 308 Verve
Creative agency: Euro RSCG London
Writer: Gerry Moira Art director Gerry Moira
Planner: Cameron Hughes
Media agency: OMD
Media planner: Chrissie Deakin
Production company: Serious Pictures
Director: Peter Webber
Editor: David Webb, Final Cut
Post-production: The Mill
Audio Post-production: 750mph
Exposure: TV, print, digital

THE LOWDOWN

Peugeot is attempting to put the romance back into driving by promoting its 207 and 308 Verve models as the ultimate vehicles to "drive sexy", in a new TV campaign from Euro RSCG.

In the 30-second 308 spot, a woman struts into a Peugeot dealership and explains that she is looking for something "kind of drive sexy", to which the salesman flirtatiously replies with a list of the 308's new features.

In a second ad, featuring the 207 marque, a woman and a man are seen singing along to Elvis Presley's Suspicious Minds. Initially, the viewer is led to believe they are in the same car, before it transpires the pair are in separate 207s and are using its Bluetooth hands-free technology to sing together.

CHEESTRINGS - MR STRINGS
CREDITS
Project: Mr Strings
Client: Kelly Rafferty, marketing manager, cheese and dairy UK, Kerry
Foods
Brief: Refresh the brand in the eyes of mums and kids
Creative agency: Fallon
Writers/art directors: Matt Keon, Richard Flintham, Rick Gayton, Darren
Beresford
Planner: Tom Goodwin
Media agency: Vizeum
Media planner: Chris Stephenson
Production company: MJZ
Director: Tom Kuntz
Editors: Carlos Arias, Ed Line, Final Cut
Post-production: The Moving Picture Company
Exposure: TV in the UK and Ireland

THE LOWDOWN

A mysterious character called Mr Strings is the star of a surreal new television campaign for Cheestrings, created by Fallon.

The ads are shot from the perspective of Mr Strings, who makes his way around a beach and park while menacingly repeating his own name over and over again.

In "beach", small children playing on the beach seem puzzled by his presence, while a woman walking her dog baulks as he approaches.

Another ad, "montage", sees a family picnic and runners startled by the cheeky character.

Each ad ends with a shot of Mr Strings' calling card, a telephone with a glass of milk on top, accompanied by the text: "A glass of milk in every one."

BARCLAYCARD - DIY
CREDITS
Project: DIY
Client: Barclaycard
Brief: Build on the momentum of the recent TV ad online
Creative agency: Dare
Writers/art directors: Emma Lawson, Rob Graves-Morris, Dipesh Mistry
Planner: Elaine Miller
Media agency: Walker-i
Media planner: Greg Fortune
Production company: Quiet Storm
Director: n/s
Exposure: Online

THE LOWDOWN

Dare has created a viral homage to the recent Barclaycard "waterslide" TV spot by Bartle Bogle Hegarty, featuring a group of students attempting to recreate the ad using a miniature slide made from household odds and ends.

The group have successfully constructed a slide, which twists and loops from their flat window down into their local newsagent.

When their mate is asked to pay in the newsagent, he quickly telephones his friends back at the flat who slide a male doll holding a Barclaycard down the slide.

The doll eventually reaches the till point, beeping the card as it goes, before the lad calls up to his friends to turn the water off, saying "you're flooding Imran's pick 'n' mix".

SKY - MOMENTS
CREDITS
Project: Moments
Client: Sky
Brief: Promote new Sky+HD pricing strategy
Creative agency: Brothers and Sisters
Writer: Will Flack
Art directors: Aaron Wilmer, Tim Clark
Planner: n/s
Media agency: MediaCom
Media planner: n/s
Production company: n/s
Director: Tim Clark
Editor: Charlie Cassidy
Post-production: Unit
Exposure: National TV, cinema

THE LOWDOWN

Sky is focusing on the TV moments that have the power to move people in a new campaign promoting its lower price Sky+HD box.

The TV ad, created by Brothers and Sisters, uses the "fragments" animation technique to show how these moments are "even more amazing" in high definition. Images such as Barack Obama's inauguration, an Ashes wicket and a whale breaching from the sea are broken down so that each element of the content is digitally enhanced to demonstrate the difference in quality for those with a Sky+HD box.

A rousing voiceover accompanies the ad, which explains that: "Every magnificent Aussie wicket is now even sweeter, your all-time greatest film moment is now even more memorable."

RENNIE - RENNIE ICE
CREDITS
Project: Rennie Ice
Client: Patrick Johnson, divisional director, Bayer
Brief: Rennie Ice is a cooling treatment for heartburn and indigestion
Creative agency: JWT London
Writer: Mike Mckenna
Art director: Greg Martin
Planners: Olivia Heywood, Sibel Akel
Media agency: Mindshare
Media planner: David Josephs
Photographer/illustrator: Mike Russell
Retouching: Lightbulb
Exposure: National press

THE LOWDOWN

JWT has created a print campaign for Rennie, satirising the well-known and widely suffered side-effect of a blowout curry: indigestion.

The ad depicts someone's bill from a curry house as it sits on the curry-stained restaurant table. The bill lists a typical Indian meal, including a chicken vindaloo, onion bhajis, a keema nan and a sag aloo, all washed down with a couple of pints of lager.

In a bid to demonstrate that Rennie can cool heartburn and indigestion even after the richest of meals, sitting closely next to the bill is the diners' much-needed dessert, a packet of Rennie Ice.

EAST MIDLANDS TRAINS - EAST MIDLANDS TRAINS
CREDITS
Project: East Midlands Trains
Client: Lucy Cameron, marketing manager, East Midlands Trains
Brief: Promote the primary benefits of the new change in timetable
(greater speed and more trains) combined with a price point
Creative agency: M&C Saatchi
Writer: David Fleetwood
Art director: Gary Monaghan
Planner: Matt Willifer
Media agency: Walker Media
Exposure: Local TV, Central, East and Yorkshire

THE LOWDOWN

A beat-boxing soundtrack accompanies a new ad for East Midlands Trains, which highlights the rail company's fast train from Sheffield to London.

The animated ad, which was created by M&C Saatchi, is the agency's first TV work for the carrier.

It depicts the train in the rail company's corporate colors of blue, white and red speeding through the sights of London, before displaying the £13 single fare price tag and driving viewers to the website eastmidlandstrains.co.uk.

WWF - PANDA
CREDITS
Project: Panda
Clients: Louise Hotchkiss, Dax Lovegrove, WWF
Brief: WWF can help businesses become more sustainable
Creative agency: JWT London
Writer: Mike Mckenna
Art director: Greg Martin
Planners: Hilde Oord, Colm Murphy
Media agency: n/a
Exposure: National press

THE LOWDOWN

The WWF is highlighting how it can help businesses "cut out" unnecessary waste and consumption through a print campaign by JWT London.

The full-page ad features the WWF's famous panda logo cut out from the paper it is printed on.

By claiming alongside the cut-out that the WWF can "cut your company's paper consumption by 20%", the organisation hopes to promote its business and industry unit as the go-to service for companies that want to become greener and more sustainable.

CHANGE4LIFE - CHANGE4LIFE CONSUMER FULFILMENT
CREDITS
Project: Change4life consumer fulfilment
Clients: Department of Health, COI
Brief: Provide engaging and actionable ways for the target audience to
get their kids eating better and moving more
Creative agency: EHS Brann
Writer: Sarah Wood
Art director: Tristan Sellen
Planner: Rob Isaacs
Media agency: n/a
Photographer: Jonathan Cole
Exposure: Direct mail to press and TV responders

THE LOWDOWN

EHS Brann has created a direct marketing pack promoting the anti-obesity Change4life campaign.

The mailer will be sent out to those who responded to the print and TV activity devised by M&C Saatchi.

Targeting parents with at-risk children, as well as the children themselves, the pack takes the public on the next step of their anti-obesity journey by providing clear and actionable advice on how to stay fit and healthy.

The pack contains a handbook of recipes, as well as a five-a-day wall chart and stickers, all aimed at encouraging parents and children to take steps to improve their lifestyle.

BOOKSTART - PIRATES CAMPAIGN
CREDITS
Project: Pirates campaign
Client: Henrietta Yoxhall, director of marketing and communications,
Bookstart
Brief: Encourage parents to read to their young children
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Jamie Tierney
Planner: Caroline Gibbs
Media agency: Trinity Communications
Illustrator: NB Illustration
Designers: Andy Edward, Mary-Rose Agius, Kaara Shepard
Exposure: Posters and leaflets in UK doctors' surgeries

THE LOWDOWN

Kitcatt Nohr Alexander Shaw has created an outdoor campaign for Bookstart, the national programme that encourages parents and carers to enjoy books with children.

The campaign features brightly coloured illustrations depicting a story about pirates, in a comicbook-style strip.

The ad, which will be displayed nationwide in doctors' surgeries, sees a young girl waiting for an appointment, before being whisked into a fantasyland of skulls and crossbones when she picks up a storybook.

Alongside the illustrations is text explaining: "No matter where, no matter when. You can always take your kids somewhere amazing. Take them into a storybook."

TIGER BALM - WORKS WHERE IT HURTS
CREDITS
Project: Works where it hurts
Client: Tracy James, over-the-counter marketing manager, SSL
International
Brief: Make the authentic, Eastern, soothing analgesic Tiger Balm
relevant to modern extreme sports fans by capturing that painful moment
of muscular exertion and, indeed, over-exertion
Creative agency: TBWA\Manchester
Writer: Becci Tyrrell
Art director: Adam Richardson
Planner: Martin Tapley
Media agency: Universal McCann
Media planner: Chris Pollard
Production company: Chief Productions
Director: Nathan Camponi
Editor: Alison Wood
Post-production: 422 Manchester
Exposure: TV, online

THE LOWDOWN

Tiger Balm, the Eastern analgesic, is targeting fans of dangerous sporting activities with a series of idents promoting its tie-up with extreme sports programming on Sky.

The 15- and five-second spots, created by TBWA\Manchester, depict painful moments of muscular exertion experienced by extreme sports people, such as a rock climber and kayaker.

Each sportsperson is filmed in slow-motion, accompanied by an oriental soundtrack, in a bid to emphasise that Tiger Balm is an authentic Eastern remedy that "works where it hurts".

This article was first published on campaignlive.co.uk

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