The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 26 June 2009 12:00AM
DIET COKE - ELEANOR
Brief: Sponsor series three of Ugly Betty to connect with less loyal
Creative agency: Mother
Art director: Mother
Media agency: Vizeum
Media planner: Zoe Schmidt
Production company: Rokkit
Editor: Paul Snyder
Post-production: Lost Planet
Audio Post-production: The Lodge
Diet Coke is promoting its sponsorship of Channel 4's new series of Ugly Betty with a set of idents featuring a quirky puppet called Eleanor.
The marionette fashionista fronts the campaign, created by Mother, in a bid to tie in with Ugly Betty's fashion-themed content.
Much like Pinocchio, this puppet controls her own mobility. But rather than being string-free, Eleanor "pulls her own strings".
To strike a chord with the core audience of female drinkers, Eleanor is shown controlling her own destiny by bucking trends and creating her own signature style, using her jewel-encrusted industrial welding torch to customise a couture dress and burning a hole in a hat to create a scarf.
The idents will span Channel 4, E4 and the on-demand service 4OD. Diet Coke branding will also run on Channel 4's dedicated Ugly Betty website, directing traffic to its microsite cokezone.co.uk.
PHONES4U - GREAT DEALS FOR POPULAR PEOPLE
Project: Great deals for popular people
Brief: Promote Phones4U's great deals to a young, tech-savvy audience
with a maverick and challenging campaign
Creative agency: Adam & Eve
Writers/art directors: Sid Rogers, Harry Bugden
Planner: David Golding
Media agency: MediaVest
Production company: Blink
Director: Ben Wheatley
Editor: Dan Robinson, Cut & Run
Post-production: Jonathan Hairman, Framestore CFC
Audio Post-production: Sam Ashwell, 750mph
Exposure: TV, print, digital
Adam & Eve has created its first brand campaign for Phones4U since it secured the account from WCRS earlier this year.
Spanning TV, print and digital, the campaign marks the end of the Phones4U hand sign, and sees the brand take a new direction, opting to only let people buy phones in their stores if they have more than 50 numbers on their phone. The campaign utilises this strategy by playing on the idea of popularity.
The posters show images of popular and unpopular people with a big "yes" or "no" sticker on them.
TV ads pastiche famous YouTube videos, such as the guy who throws ping-pong balls into buckets, and rates the popularity of the stars.
In the digital work, you can upload a picture of a friend, and a professional face reader will rate that person's face and say whether they are popular or not.
VOLKSWAGEN - VOLKSWAGEN EFFICIENCY
Project: Volkswagen efficiency
Client: Daniel Hill, communications manager (large cars), Volkswagen
Brief: Communicate that Volkswagen offers a range of technologies that
lead to improved fuel efficiency
Creative agency: DDB London
Writer: Hunter Somerville
Art director: Graeme Hall
Planner: Caroline Parker
Media agency: MediaCom
Designer: Pete Mould
Volkswagen proves its German efficiency in this latest work by DDB by editing the print campaign to within an inch of its life.
Each poster features over-worded text describing the efficiency of the brand's BlueMotion technology. However, most of the words have been crossed out to reveal just a simple statement.
The message of one poster is "BlueMotion saves you money", while another reads: "DSG can save you fuel."
VODAFONE - VODAFONE TAXI GRAND PRIX
Project: Vodafone Taxi Grand Prix
Client: Belinda Stevenson, sponsorship manager, Vodafone
Brief: Find a way to make Vodafone's sponsorship of the McLaren Mercedes
team engaging to a wider audience and provide them with a reason to get
Creative agencies: Dare, Ignite
Writer: Fergus Jackson
Art director: Fergus Jackson
Planner: Nathaniel Hill
Media agency: Carat
Production company: Ignite Entertainment
Director: Phil Churchward
Editor: Adam Hutchings
To promote its online fantasy racing game, the Taxi Grand Prix, Vodafone is launching a viral film featuring the Formula One stars Lewis Hamilton and Heikki Kovalainen.
Created by Dare in partnership with Ignite, the film aims to reinforce Vodafone's sponsorship of the McLaren Mercedes team by driving traffic to the Taxi Grand Prix site where players can pick a team of real-life cabbies who race to notch up the same mileage as the Grand Prix drivers.
The action opens on the taxi company Nippy Cars, managed by EastEnders' Shaun Williamson, aka Barry.
Hamilton and Kovalainen, Barry's cabbies, are lazing about playing Top Trumps until their boss calls out a job, prompting the pair to race their taxis to the destination.
RADOX - BE SELFISH
Project: Be selfish
Client: Sarah Lee, Radox
Brief: Get Radox back to its rightful pride of place in a new, more
modern, more relevant way
Creative agency: WCRS
Writer: Dave Cornell
Art director: Jane Briers
Planner: Ric Nicholls
Media agency: Manning Gottlieb OMD
Media planner: Lisa Rippon
Production company: Blink
Director: Terri Timely
Editor: Terri Timely
Post-production: Spy Post, San Francisco; Big Buoy, London
Audio Post-production: Wave
Exposure: TV, print, online, in-store
Radox is encouraging women to "be selfish" and take time for themselves in a new campaign by WCRS, which has handled the business for 25 years.
In a bid to show that time is a woman's greatest enemy, the spot sees a woman entering a shop filled with clocks while a voiceover encourages the female audience to start thinking about time differently.
"If only we looked at time a little differently, it could be our friend," the narrator explains, before saying: "So what are you waiting for, can't you see it's quarter to you?"
The spot drives consumers to the website www.be-selfish.co.uk.
SONY ERICSSON - SONY ERICSSON'S POCKET TV
Project: Sony Ericsson's Pocket TV
Client: Dave Hilton, head of marketing, Sony Ericsson
Brief: Create deeper brand engagement for Sony Ericsson's core youth
Creative agency: Iris
Writer: Mark Thorne
Art director: n/a
Planner: Charlotte Soussan
Media agency: Mediaedge:cia
Media planner: Richard Amies
Production company: JA Digital
Directors: John Pierra, Amanda Watkins
Post-production: JA Digital
Audio Post-production: JA Digital
Exposure: Online, mobile
Sony Ericsson is launching a branded content TV show, Pocket TV, available to download on mobile phones.
Each week, consumers will be able to view five 90-second segments, featuring the host Matt Edmondson conducting interviews with artists and bands including Gossip, Marilyn Manson and Maximo Park.
Pocket TV will also encompass reports by a number of roving reporters, as well as live sessions and behind-the-scenes features.
Consumers will be given the opportunity to feature as a reporter on Pocket TV by posting a video of themselves on YouTube, where Sony Ericsson will post the TV show on a dedicated channel, youtube.com/pockettvshow.
B&Q - CHANNEL 4 HOMES SPONSORSHIP
Project: Channel4 Homes sponsorship
Client: Lorraine White-Read, national ad manager, B&Q
Brief: Refresh B&Q's sponsorship campaign and evolve the use of idents
as a whole
Creative agency: Addiction
Writers: Rob Webster, Paul Campion
Art directors: Chris Kelly, Tony Elsworth-Smith
Planner: Paul Collins
Media agency: ZenithOptimedia
Media planner: n/s
Production company: Addiction
Director: Martin Delamere
Editor: James Gilmore
Exposure: Channel 4
Addiction has created a new series of B&Q idents to promote its sponsorship of Channel 4 Homes programming, which aim to showcase the brand's potential in relation to home improvements.
One ident shows a couple shopping in-store for a parasol that lights up inside. In an instant, they are transported to their back garden hosting a barbecue for their friends complete with the parasol. Another features a woman finding a garden table and chairs in B&Q and then sitting down to read a book in her garden.
The strapline states "B&Q, what could you do?" as the brand aims to position itself as the ultimate retail destination for home improvements.
UKTV - REBRANDING OF UKTV FOOD AS GOOD FOOD
Project: Rebranding of UKTV Food as Good Food
Clients: David Abraham, chief executive; Matthew Littleford, channel
Brief: Create a new brand identity for Good Food, formerly UKTV Food
Creative agency: Red Bee Media
Writers/art directors: Ruth Shabi, Kevin Hill
Planner: Alanna Clear
Media agency: n/a
Production company: Red Bee Media
Director: James Hutchinson
UKTV Food is rebranding as Good Food and is promoting the change through a series of idents created by Red Bee Media.
Introducing the endline "We have fun with food", each ident focuses on people enjoying food in different settings such as at a family roast, around a campfire, and at a dinner party, in a bid to show how food can bring people together.
In one spot, "wild food", a group of friends are seen foraging for mushrooms in the forest and fishing in a lake before cooking their bounty around a campfire.
IBM - IBM WIMBLEDON 2009
Project: IBM Wimbledon 2009
Client: Alan Flack, AELTC Wimbledon client and programme executive, IBM
Brief: Enhance the experience for tennis fans at Wimbledon by creating
live coverage of every aspect of the event - not just the scores
Creative agency: OgilvyOne
Writer: Pavlos Themistocleous
Art director: Jamie Romain
Production company: Mobilizy
Designers: Maciek Strychalski, Andrew Mackay
Exposure: T-Mobile G1 phone
IBM and OgilvyOne have teamed up to launch the Seer Android Beta, a mobile application that gives Wimbledon fanatics an in-depth instruction manual with which to navigate around England's famous tennis tournament.
The application, available on T-Mobile's G1 phone, works off the phone's inbuilt GPS tracking system to locate the user's position and supply information about their surroundings.
Data is available about anything from the local transport and the menu at nearby food stands to the location of the nearest toilet. There is also information on the history of the event and Wimbledon itself.
This article was first published on campaignlive.co.uk
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