The Work: New Campaigns - UK

campaignlive.co.uk, Friday, 08 May 2009 12:00AM

VIRGIN TRAINS - VIRGIN HIGH FREQUENCY
CREDITS
Project: Virgin high frequency
Client: Virgin Trains
Brief: Promote the new service and relaunch the Virgin Trains brand
Creative agencies: Miles Calcraft Briginshaw Duffy, Elvis
Writer/art director: Danny Brooke-Taylor
Planner: Andy Nairn
Media agency: Manning Gottlieb OMD
Production company: Partizan
Director: Traktor
Post-production: Rob Walker, The Moving Picture Company
Exposure: TV

THE LOWDOWN

Virgin Trains shows passengers going on their own personal journeys in its new, tongue-in-cheek TV ad campaign.

One TV execution, called "booty train", features a girl on a train anticipating seeing her boyfriend, while another, "success express", shows a businessman preparing for a presentation during his commute.

The ads, by Miles Calcraft Briginshaw Duffy and Elvis, both feature classic 80s songs - ABC's The Look Of Love is the soundtrack to "booty train" and The Final Countdown, by Europe, sets the tone for "success express".

The ads have the new endline: "Virgin Trains. Where do you want to be?"

OASIS - RUBBERDUCKZILLA
CREDITS
Project: Rubberduckzilla
Clients: Cathryn Sleight, marketing director; Paul Woodward, director,
performance and adult beverages; Graham White, marketing manager; George
Simpson, senior brand manager, Oasis, Coca-Cola Great Britain
Brief: Drive top-of-mind awareness for Oasis among a twentysomething
male audience
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Vizeum
Media planners: Chris Stephenson, Sian Stevens, Ailsa Hutchinson
Production company: HSI London
Director: Joseph Kahn,
Post-production: Ingenuity Engine
Exposure: TV, online, print, press

THE LOWDOWN

Mother's latest campaign in its "For people who don't like water" work for Oasis sees the Cactus Kid replaced by a giant rubber duck with an aversion to H2O.

The campaign centres on a TV and online film, shot in Japanese and featuring two university students who love Oasis. They are found feeding each other Oasis in their university room by their teacher who promptly chastises them, saying: "We only drink water here."

He then blames their distaste for water on their passion for the comic book character Rubberduckzilla. He rips up their comic - only to be confronted by the giant rubber duck at the window.

The campaign also features a tie-in with The Sun and a website called rubberduckzilla.com, created by Poke, which enables users to become rubberduckzilla by using augmented reality technology. A rubberduckzilla Manga-style comic will also be issued with Zoo magazine.

FT - FT.COM
CREDITS
Project: FT.com
Client: Caroline Halliwell, director, brand and business to business
marketing, Financial Times
Brief: Promote FT.com as a source of expert analysis of global business
news
Creative agency: DDB London
Writer/art director: Grant Parker
Planner: Lucy Jameson
Media agency: Maxus
Media planners: James Jennings, Emily Rich, Kate Rigby
Exposure: Global press, online, digital outdoor

THE LOWDOWN

The results of an internet image search form the basis of the latest executions in the Financial Times' "We live in Financial Times" campaign, by DDB London.

It runs with the strapline "Unlike millions of other websites, we know exactly what you're looking for" and aims to promote FT.com as a source of expert analysis and global business news. Each execution features a search bar, into which someone has typed a financial phrase such as "baby bond" or"enterprise modelling".

Unfortunately, the search engine misunderstands and brings up an image of a baby in a bond outfit and a cardboard model of the starship Enterprise.

VIRGIN MEDIA - BALL OF LIGHT
CREDITS
Project: Ball of light
Client: Ashley Stockwell, executive director, brand and marketing,
Virgin Media
Brief: Illustrate the extraordinary power of Virgin Media's fibre-optic
broadband service
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Gethin Stout
Art director: Mark Roalfe
Media agency: Manning Gottlieb OMD
Media planner: Goodstuff
Production company: Rattling Stick
Director: Ringan Ledwidge
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV, cinema

THE LOWDOWN

In a bid to dramatise the benefits of Virgin Media's fibre-optic broadband service, Rainey Kelly Campbell Roalfe/Y&R has created a dramatic new TV spot.

The ad sees a man idly working on his computer at home. Suddenly, all the electronic equipment in his house goes haywire, flickering and exploding, before all the ornaments and furniture start to shake violently.

The man goes to the door in concern, only to see the side of his house disintegrate as thousands of balls of light break through, whizzing past him at great speed.

The spot ends with the strapline: "Discover the power of fibre-optic broadband."

STELLA ARTOIS 4% - TRIPLE FILTERED WITH A SMOOTH OUTCOME
CREDITS
Project: Triple filtered with a smooth outcome
Client: Anheuser-Busch InBev
Brief: Continue to establish Stella Artois 4% as the smoothest 4% lager
Creative agency: Mother
Writer: Mother
Art director: Mother
Media agency: Starcom
Production company: Rattling Stick
Director: Ringan Ledwidge
Post-production: The Mill
Exposure: TV, outdoor

THE LOWDOWN

Mother is continuing its "la nouvelle" campaign for Stella Artois 4% with a new Riviera chic-themed TV spot.

The ultra-smooth protagonist in this instalment is seen driving down a coastal road in an old banger of a truck with a cargo of chickens.

He drives up alongside a rich, older gent and his trophy girlfriend in their sports car.

As they enter a tunnel a series of swaps ensue, with the girlfriend ending up alongside the ultra-smooth hero in the sports car.

Unfortunately, he isn't happy with this situation and makes a final swap of the girl for the chickens, which he trades in to buy himself a pint of Stella Artois 4%.

BENADRYL - WAR
CREDITS
Project: War
Clients: Sarah Barker, senior brand manager; Alex Pitt, general
marketing manager, Benadryl
Brief: Reinforce Benadryl's effectiveness credentials and superiority in
terms of speed of action
Creative agency: JWT London
Writer: Ryan Lawson
Art director: Andy Smith
Planner: Ian MacDonald
Media agency: Carat
Media planner: Greg Patterson
Production company: Rattling Stick
Director: Steve Cope
Post-production: Aidan Gibbons; Gary Driver, The Mill
Exposure: TV

THE LOWDOWN

Benadryl has declared war on pollen in its new TV spot created by JWT London. The film dramatises how, for a hay fever sufferer, the outdoors can be a barrage of pollen akin to enemy fire.

Directed by Steve Cope through Rattling Stick, the spot opens on acorn seeds falling from the sky to the sound of revolving helicopter blades.

As they hit the flowers below, sounding like bombs exploding, clouds of pollen are released into the air.

The action then cuts to a dragonfly swooping through the pollen, like a fighter jet.

Next to launch their assault are the dandelions, which release their seeds to the sound of heavy artillery fire.

MARS PLANETS - MARS PLANETS SPONSORS FRIENDS
CREDITS
Project: Mars Planets sponsors Friends
Client: Wayne Newton, senior brand manager, Mars Planets
Brief: Mars Planets and Friends are the perfect mix
Creative agency: Abbott Mead Vickers BBDO
Writer: Andy Booth
Art director: Jim Seath
Planner: Adrian Baxter
Media agency: MediaCom
Media planner: Oliver Sears
Production company: Another
Director: James Haworth
Post-production: Prime Focus London
Audio Post-production: The Digi Lab
Exposure: E4

THE LOWDOWN

Mars Planets is the new sponsor of Friends on E4 and is promoting the tie-up with a series of idents created by Abbott Mead Vickers BBDO.

Each spot features a group of flatmates interviewing a potential new housemate. Unfortunately, all of the oddball interviewees exhibit qualities that perhaps aren't particularly desirable in a housemate.

The group are confronted with a nudist who lets it all hang out, an Elvis impersonator with a rather loud voice, a burglar and a traffic warden who is shown the door before he's even sat down.

MULLER - MULLER HOW YOGHURT IS MADE MICROSITE
CREDITS
Project: Muller how yoghurt is made microsite
Client: Anna McDonald, marketing communications and project manager,
Muller
Brief: Launch a website to showcase how yoghurt is made at the Muller
Dairy in Shropshire
Creative agency: Carlson Marketing
Writer: James Minta
Art director: Scott Bedford
Exposure: Online

THE LOWDOWN

Carlson Marketing is giving users an interactive tour of the Muller Dairy through a new digital campaign.

Visitors to the microsite will be able to take a step-by-step journey through the yoghurt-making process, from the milking of the cows to choosing which fruit is used to add flavour to the yoghurts.

The site promotes the fact that 90 per cent of the milk used in Muller products originates from within a 30-mile radius of its Shropshire Dairy, and information is provided on everything from the types of cows best for milk production through to packaging reduction initiatives.

D&AD - D&AD NEW BLOOD 09
CREDITS
Project: D&AD New Blood 09
Client: Rhiannon James, senior manager, D&AD
Brief: Get "early bird" registration from students and industry people
to attend the New Blood event
Creative agency: LBi
Writer: Dan John
Art director: James Theophane
Planner: n/a
Media agency: n/a
Media planner: n/a
Photographer: Nadav Kander
Retouching: n/s
Exposure: Outdoor

THE LOWDOWN

Nadav Kander, the world-renowned photographer famous for his pictures of Barack Obama's campaign team, has shot a new campaign for D&AD.

The posters, which are aimed at encouraging registration to D&AD's New Blood event, feature colour photos of a number of the industry's top creative heroes.

Each "hero", from M&C Saatchi's Graham Fink to Mother's Mark Waites, is shot against a brightly coloured background alongside the text: "I'll be there."

The posters, which will be sent to students and posted around Soho and Noho to encourage them to showcase their work at the event, have a blank reverse to be used as a canvas for their own photos and creations pledging their support for New Blood.

ANCHOR - ANCHOR TWITTER
CREDITS
Project: Anchor Twitter
Clients: Mike Walker, senior brand manager; Kate Richards, brand
manager, Anchor
Brief: Create some brand participation with mums in the digital space
Creative agency: CHI & Partners
Writer: Ed Edwards
Art director: Dave Masterman
Planners: Ben Southgate, David Buckley
Media agency: n/a
Media planner: n/a
Designer: Kylie McLean
Exposure: Twitter

THE LOWDOWN

Maude, the Fuzzy Felt bovine star of Anchor's advertising campaign, has joined the likes of Stephen Fry, setting up a profile on the social networking site Twitter.

The cow now has her own Twitter feed, managed by CHI & Partners, on which she entertains her followers with tales of her day-to-day life on the free-range field.

Her latest status update reads: "Up and ready for the day's challenges (which to be honest only involve a stroll and eating an awful lot of lovely green grass!)."

Those that want to follow Maude, can look her up at http://twitter.com/MaudeTheCow.

MCDONALD'S - THE MCDONALD'S PICCADILLY CIRCUS SIGN
CREDITS
Project: The McDonald's Piccadilly Circus Sign
Client: Alistair Macrow, marketing director, McDonald's
Brief: Until you've seen the McDonald's Megascreen at Piccadilly Circus,
you haven't seen London
Creative agency: Leo Burnett
Writers/art directors: Monty Verdi, Garry Munns
Planners: Ian Hilton, Pip Pandey
Media agency: OMD
Media planner: n/a
Photographer: Tiff Hunter
Post-production: The Moving Picture Company
Exposure: On location in Piccadilly Circus

THE LOWDOWN

The McDonald's LED sign in Piccadilly Circus has undergone a revamp, and is hosting a new creative concept by Leo Burnett.

The neon poster site enables passers-by to take pictures of themselves interacting with images displayed on the screen, making them appear to be holding objects such as a balloon, or doing things such as thinking about McNuggets.

The agency hopes that those who choose to interact with the sign will then share their experience with friends and family, and upload their pictures on to social networking sites and Flickr.

This article was first published on campaignlive.co.uk

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