The Work: New Campaigns - UK, Friday, 13 March 2009 12:00AM

Project: Thai Sweet Chilli
Client: Ian Ellington, vice-president marketing, Walkers
Brief: n/s
Creative agency: Abbott Mead Vickers BBDO
Writer: Prabs Wignarajah
Art director: Jeremy Tribe
Planner: Martin Buckley
Media agency: OMD
Media planner: Sarah McBeath
Production company: Great Guns
Directors: Liam Kan, Gran Hodgson
Post-production: Glassworks
Audio Post-production: Jungle
Exposure: National TV


Walkers is presenting its Thai Sweet Chilli Sensations crisps as a "journey through flavour" in a new TV campaign, created by Abbott Mead Vickers BBDO.

The ad, which uses a cast of performing artists from across South-East Asia, opens on a group of acrobatic dancers in red lycra, who are intended to visually represent the flavours of the basil and chilli.

The viewer then sees a woman pouring honey out of a vase, while the voiceover explains: "Let sweetness delight."

The final scene depicts the heat of the crisps by featuring a group of fire dancers before the final strapline, "Let flavour unfold", is delivered.

The ad, which was shot on location in Bangkok, will run across national TV for the next six weeks.

Project: Hidden Japan
Clients: Lindsay Nuttall, head of marketing, BBC Two & Factual; David
Dunn, marketing manager, BBC Four & Knowledge
Brief: Discover Japan's elusive soul
Creative agency: Red Bee Media
Writer: Oliver Harnett
Art director: Matt McDermott
Planner: Hannah Wren
Production company: Red Bee Media
Director: Matt McDermott
Editor: Alex Lea, Envy
Post-production: Jason Farrow, Envy
Exposure: BBC channels


How do the Japanese describe the wobbly feeling you get in your knees when you run up lots of stairs? As "laughing knees," according to one of the idents supporting BBC Four's Japanese season.

The channel is broadcasting a series of programmes dedicated to discovering the hidden soul of Japan. Each ident, created by Red Bee Media, promotes the series and features a different quirky Japanese phrase.

In addition to "laughing knees", the Japanese expression for a combover, "barcode bald", is explained, as well as the term for a mollycoddled child, "daughter in a box".

Project: Heatworld magazine launch
Clients: Victoria Walker, group marketing manager; Emma Lovell,
marketing manager, Bauer Media
Brief: Raise awareness of the new Heatworld magazine and convey its
editorial essence
Creative agency: Rapier
Writer: Liz Franklin
Art director: Rob Ferrara
Planners: Priyanka Kanse, Bill Griffin
Media agency: OMD
Media planner: n/s
Production company: Thomas Thomas
Director: Albert (Barry Kimber, Andy Poyiadgi)
Post-production: Framestore CFC
Exposure: National TV, press, online


Rapier has produced its first TV campaign for Heat magazine since it won the account in January.

The ten-second TV spot promotes the launch of its new title Heatworld by focusing on the exciting contents in the supplement.

The spot opens on the red Heat logo, which suddenly explodes, revealing the objects, pictures and themes that will make up the new supplement.

Press, online and radio activity will support the television campaign.

Project: Self-harm: recovery, advice and support
Client: Consortium of three charities: YouthNet, Depaul UK, 42nd Street
Brief: Create posters to raise awareness of self-harm among young people
and advertise a new online support resource at
Creative agency: Point Blank
Writer: Point Blank
Art director: James Kelly
Planner: Point Blank
Media agency: n/a
Exposure: Print, online


A consortium of charities, YouthNet, Depaul UK and 42nd Street, has launched a print and online campaign aimed at encouraging those who self-harm to talk about their problems.

The campaign, created by Point Blank, uses quotes from self-harmers such as Sam, who says "I began self-harming when I was 13" before going on to explain how telling people about the problem meant "I didn't feel alone anymore".

Every print ad and online banner contains a different story, each of which drives people to the campaign site,

Project: 7 out of 10 prefer Costa
Client: Costa
Brief: Celebrate new research that proves not all coffee is the same and
that Costa's cappuccino is preferred to Starbucks and Caffe Nero
Creative agency: Karmarama
Writer: Karmarama
Art director: Karmarama
Planner: Karmarama
Media agency: ZenithOptimedia
Media planners: Lucy Feakins, Laura Davey
Designers: Karmarama
Exposure: National press, online, outdoor, radio.


Costa is launching a print campaign based on its research findings that "7 out of 10" people prefer Costa coffee to the likes of Starbucks or Caffe Nero.

The print and outdoor executions, created by Karmarama, aim to promote the quality of the coffee to caffeine aficionados by emphasising its superiority over its competitors.

One ad reads "7 out of 10 coffee lovers prefer Costa", while another execution, containing the same statistic, exclaims: "Sorry Starbucks. The people have voted."

The print campaign, which carries the strapline "We make it better", is supported by online, in-store and breakfast radio promotions.

Project: How will you celebrate?
Clients: Stuart Boyd, managing director; Maurice Karpes, director of
Brief: Communicate the joy of winning at
Creative agency: Spacebar Media
Writers: Michael Zucker, Kate Myers
Art director: Alice Sheppard-Fiddler
Planner: Una Murga
Media agency: Ad Connection
Media planners: Catherine Becker, Stephanie May
Production company: Spacebar Media
Director: Michael Zucker
Editors: Daniel Richards, Magnus Chisholm
Post-production: Evolutions
Audio Post-production: Evolutions
Exposure: National TV


A rotund woman in pink pyjamas dances up the walls of her living room in a new TV campaign for

The TV ad sees the woman embark on a novel celebration dance when she discovers she's won on the online bingo site. She jumps up and begins boogying around her living room, but in a bizarre twist she is suddenly able to dance up the walls and on the ceiling.

The spot ends with a voiceover asking "How will you celebrate?" in a bid to encourage people to log on to

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