The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 25 September 2009 12:00AM
CADBURY DAIRY MILK - ZINGOLO
Client: Phil Rumbol, marketing director, Cadbury Dairy Milk
Brief: Celebrate Cadbury Dairy Milk's move to Fairtrade
Creative agency: Fallon
Writers/art directors: Filip Tyden, Dan Watts, Chris Bovill, John
Planner: Tom Goodwin
Media agency: PHD
Media planner: Ellie Roberts
Production company: Rattling Stick
Director: Ringan Ledwidge
Post-production: The Mill
Audio post-production: Parv Thind, Wave
Exposure: National TV
Cadbury Dairy Milk is launching a multimedia campaign - including ads and a music video - to underscore its commitment to Fairtrade products.
Fallon has created the campaign, which features print ads designed and painted by Ghanaians using traditional Ghanaian techniques, and a TV ad filmed in a Ghanaian village.
The initiative is aimed at emphasising Cadbury's 101-year history of trading with Ghanaian cocoa farmers.
Tinny, one of Ghana's biggest music stars, features in the advertising along with High Spirits, regarded as one of the country's best dance troupes.
Proceeds from the sale of the music track (on sale on iTunes) will go to Care, a charity working with Ghana's cocoa communities.
BRITISH AIRWAYS - EL SUPERCLASICO
Project: El Superclasico
Client: Abigail Comber, head of brand proposition and insight, British
Brief: Provoke people to seize the opportunities that exist around the
world with British Airways
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Dan Bailey, Brad Woolf
Planner: Kelsey Hodgkin
Media agency: ZenithOptimedia
Media planner: Alice-Lee Smith
Production company: Knucklehead
Director: Siri Bunford
Post-production: The Moving Picture Company
Exposure: National TV, online
The pulsating excitement of a South American football match is brought to life in a new commercial promoting the wealth of new experiences on offer to British Airways passengers.
Shot in a documentary style, the spot, which was created by Bartle Bogle Hegarty, features El Superclasico, the derby game played between the two biggest teams in Buenos Aires - Boca Juniors and River Plate.
Billed as one of the world's most fiercely contested matches, the 30-second spot features the build-up to what a voiceover describes as a derby game that regularly divides and electrifies the Argentinian capital.
The event is presented as one of the remarkable experiences available via BA, which claims to fly direct to more destinations than any other airline.
NHS - FIGHT BACK
Project: Fight back
Client: Catherine Tomaney, head of stop smoking service, NHS Birmingham
East and North
Brief: Drive hardened smokers to pharmacies to sign up to smoking
Creative agency: Dr Foster
Writer: Huw Rowlands
Art director: n/s
Planner: Richard Longworth
Media agency: TCS Media
Media planner: Bob Marley
Production company: HSI
Directors: Rankin and Chris
Editor: Gareth McEwen, The Whitehouse
Post-production: Prime Focus
Audio post-production: Blue Post
The NHS is returning to shock tactics with a new viral in which a man is left beaten and bloodied after being attacked by a seemingly invisible assailant.
Aimed mainly at hardened smokers living in deprived areas, the film is meant to encourage them to consider giving up by acknowledging the tough fight they face and the damage they are doing to their internal organs as they get "beaten up'" from within.
Created by the agency Dr Foster in partnership with NHS Birmingham East and North, the campaign comes as the credit crunch begins to see a rise in smoking among people from lower socio-economic groups who are finding themselves out of work and with time on their hands.
PATAK'S - PATAK'S
Client: Peter Baxendell, marketing director, Patak's
Brief: Relaunch Patak's curry sauces
Creative agency: JWT London
Writer: Jason Berry
Art director: Russell Ramsey
Planner: Hilde Oord
Media agency: ZenithOptimedia
Media planner: Guy Rogers
Production company: Rogue
Director: Craig Cash
Editor: Scot Crane, The Quarry
Audio post-production: Sam Ashwell, 750mph
Exposure: National TV
Patak's, the manufacturer of authentic Indian sauces, is promoting the relaunch of the brand through a TV campaign created by JWT London.
The TV ad, which is the first work created by JWT since it won the brand in January, features Kirit Pathak, the chairman of Patak's, and shows how the company has grown from a small family business to one of the UK's most successful sauce brands.
The ad carries the strapline "Patak's, why Britain loves curry", and is the first TV commercial shot by Craig Cash, famous for writing and starring in the sitcom The Royle Family.
ANCESTRY UK - BRAND CAMPAIGN
Project: Brand campaign
Client: Ancestry UK
Brief: Present Ancestry.co.uk as an amazing place where people can
discover their ancestors and imagine what life was like for them
Creative agency: Hurrell Moseley Dawson & Grimmer
Writer: Al Moseley
Art director: John Messum
Media agency: n/s
Production company: RSA Films
Director: Barney Cokeliss
Post-production: Golden Square
Audio post-production: Raj Sehgal, Ben Leeves, Grand Central
Exposure: National TV
People's burgeoning interest in who they are and where they come from is being exploited in a new campaign by Ancestry.co.uk, which claims to be the UK's leading family history site.
Created by Hurrell Moseley Dawson & Grimmer, the spot features characters from history transported into modern surroundings - a First World War soldier finds himself in a junkyard and an 18th century clergyman turns up in a launderette. Elsewhere, an Afro-Caribbean woman encounters the past members of her family who first emigrated to Britain.
Ancestry.co.uk, which was launched in 2001, offers members up to 820 million family history records drawn from various public records.
THE TIMES - BE PART OF THE TIMES
Project: Be part of the times
Client: Richard Larcombe, head of brand marketing, Times Media
Brief: Evolve last year's brand campaign, giving people a reason to read
Creative agency: CHI & Partners
Writers/art directors: Tom Skinner, Rick Stanley
Planner: Ben Southgate
Media agency: Mindshare
Media planner: Dominic Poynter
Exposure: Press, outdoor
The Times has launched the second phase of a poster initiative that asks consumers to think again about issues as it invites them to: "Be part of the times."
The new work, through CHI & Partners, again uses the strong imagery that was a feature of last year's campaign to challenge consumers' views on specific subjects by combining powerful photography with intriguing facts. For example, one ad warns that the world is in danger of running out of seafood in 41 years.
Richard Larcombe, the paper's head of brand marketing, said: "The campaign is an invitation to consumers to engage with the world around them, and where better than with The Times, where we have maintained our commitment to quality journalism."
RAF - BE PART OF THE STORY
Project: Be part of the story
Client: David Ogden, RAF head of marketing, COI
Brief: Showcase the value of the RAF through its people to inspire
thousands of young men and women to join
Creative agency: Delaney Lund Knox Warren
Writer: Jon Elsom
Art director: Keith Terry
Planner: Pat McCaren
Media agency: Manning Gottlieb OMD
Media planner: Mike Florence
Exposure: National press, magazines
The RAF has launched a new round of print advertising as part of an effort to resolve the serious recruitment problems being faced by Britain's armed forces.
Delaney Lund Knox Warren's print campaign adopts a comicbook style to illustrate the breadth of jobs open to would-be recruits - from communications specialist and air-sea rescue crewman to a soldier in the RAF regiment.
The initiative is part of a campaign that also embraces TV and radio.
The advertising offensive comes amid growing concern that the RAF and the Army is not reaching recruitment targets because of the lengthy conflicts in Iraq and Afghanistan.
Last year, the Commons Defence Select Committee warned that experienced personnel were being driven out because they were not getting enough rest between deployments.
PEUGEOT - THE NEW-LOOK PEUGEOT 207
Project: The new-look Peugeot 207
Client: Helen Main, manager marketing communications, Peugeot
Brief: Present the restyled Peugeot 207 and encourage repurchase among
existing Peugeot 206 and 207 drivers
Creative agency: CMW
Writer: George Leaner
Art director: Lloyd Shiers
Planner: Erminia Blackden
Designer/photographer: Lloyd Shiers
Exposure: 56,000 prospects
Peugeot is showing off the "work that's been done" to its 207 model through a new direct marketing campaign created by CMW.
The mail pack comes wrapped in surgical crepe bandages to create the illusion that the car has come in for some nip and tuck, which can be unwound to reveal a glossy brochure that details the new enhancements that have been made to the car.
The pack, which will be sent to more than 50,000 prospects this month, also contains a letter that encourages recipients to book a test drive or contact their local dealer for more information on the car.
SKYPE - CONNECT THE WORLD SPONSORSHIP
Project Connect: The World sponsorship
Brief: Use Connect The World sponsorship to highlight Skype's free and
Creative agency: Albion
Writer/art director: Aaron Hinchion
Planner: Glyn Britton
Media agency: Manning Gottlieb OMD
Production company: Studio AKA
Director: Grant Orchard
Post-production: Studio AKA
Audio post-production: 750mph, Adelphoi Music
Skype is unveiling its sponsorship of CNN's Connect The World with a series of new idents marking the start of an integrated TV and online campaign.
Connect The World is a current affairs programme that looks at the stories behind the headlines. A recent edition featured the former Cheers star Ted Danson investigating the global over-fishing crisis.
The animated idents will run between segments of Connector Of The Day, a show featuring a key figure and a cause with which they are associated.
Albion produced the idents, which aim to show how Skype free video calls connect people wherever they are.
This article was first published on campaignlive.co.uk
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