The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 06 November 2009 12:00AM
CARLING - TAXI
Clients: Martin Coyle, brand director; Annette Middleton, brand manager,
Brief: Demonstrate greatness in the Carling group by showing the
unwavering loyalty of a group of close mates
Creative agency: Beattie McGuinness Bungay
Writer: Pat Burns
Art director: Gav McGrath
Planner: Steve Hopkins
Media agency: Vizeum
Media planner: Michael McCoy
Production company: Sonny
Director: Fredrik Bond
Editors: Tim Thornton-Allan, Patric Ryan, Marshall Street Editors
Post-production: The Moving Picture Company
Audio Post-production: 750mph
Exposure: National TV, cinema
Beattie McGuinness Bungay has unveiled the latest ad in the "you know who your mates are" series for Carling - a Robinson Crusoe-esque take on the late-night search for a taxi.
A group of lads are seen stranded on a desert island desperately searching the horizon for signs of rescue.
One man suddenly spies a ship in the distance, which is flying that familiar "taxi" flag of availability - having its light on. The light is shining brightly at the top of the ship's mast, prompting the friends to shout for their missing mate who's wandered off.
They begin to panic as the ship starts to disappear into the distance and there is no sign of their errant friend.
Finally, he appears over the hill carrying a coconut, much to the dismay of the others who point out that they've been waiting two years for the ship, which has now disappeared.
"Let's start walking," one of the lads comments. And the strapline, "you know who your mates are", ends the spot.
VERY - VERY FESTIVE
Project: Very festive
Client: Gillian Singh, head of marketing, Shop Direct Group
Brief: Launch the new online department store in time for Christmas
Creative agency: VCCP
Writers: Andy Mancuso, Anthony Stamp
Art directors: Ravi Beeharry, Richard Yates
Planner: Stu Parkinson
Media agency: Carat
Media planner: Joe Molony
Production company: HANraHAN
Director: David Edwards
Post-production: The Moving Picture Company
Audio Post-production: Envy
Exposure: TV, print, digital
Holly Willoughby and Fearne Cotton, an advertising coupling that's already proved popular for Ubisoft, are starring in a new campaign for Very, the online department store.
Created by VCCP, the ad is the first major push created by the agency since it won the account earlier in the year.It sees the Radio 1 and X Factor presenters take to the ice in items from the Very range of clothing.
Both describe things, such as the weather and fashions, using the word "very". "It's very cold," Cotton explains, while Willoughby says "That's very you" when describing Cotton's red coat.
The ad, which shows the presenters surrounded by dancers wearing red festive clothing, aims to drive traffic to the online store, formerly called Littlewoods Direct, in the run-up to Christmas.
SONY - MAKE.BELIEVE
Clients: Andrew House, chief marketing officer; Susan Jurevics,
vice-president, corporate marketing, Sony Global
Creative agency: 180 Los Angeles
Writers: Lee Hemstock, Dario Nucci
Art director: Ben Walsh
Planner: Sebastian Gunnewig
Media agency: n/s
Production company: Biscuit Filmworks
Director: Noam Murro
Editor: Avi Oron
Sony is launching an ad to promote its global brand initiative "make.believe", an overarching strapline that seeks to unify the whole of the brand's entertainment and electronics divisions.
Created by 180 Los Angeles, the spot uses the imagery of the dot in the slogan to represent the different elements of Sony's divisions, from its PlayStation to its Walkman.
Directed by Noam Murro, the film shows a boy taking a journey through four Sony worlds (electronics, music, film and games) by pushing dot-shaped buttons. He falls into a Sony electronics lab, lands in the movie 2012 and dodges racing cars in the PlayStation game MotorStorm Pacific Rift before ending up on stage with Sony's new up-and-coming band, Hey Monday.
The "make.believe" tagline was first used by the brand in Juan Cabral's recent online film Soundville, launched by Fallon London, last month.
The campaign breaks in the UK this month with 60- and 90-second films running in cinemas.
BEECHAMS - FIGHT BACK WITH BEECHAMS
Project: Fight back with Beechams
Clients: Julian Fletcher, category director; Carla Speering, senior
brand manager; Hannah Norbury, brand manager, Beechams
Brief: Using the brand's "fight back" proposition, promote Beechams
Ultra All in One as the strongest product from the range
Creative agency: Grey London
Writer: Grey London
Art director: Grey London
Planner: Grey London
Media agency: MediaCom Media planner John Wilson
Production company: Acne film
Director: Henrik Sundgren
Audio Post-production: Scramble
Exposure: National TV, radio, in-store
In the run-up to flu season, GlaxoSmithKline is rolling out a campaign for Beechams Ultra All in One, which builds on the "fight back with Beechams" campaign.
The 30-second spot shows four sumo wrestlers attacking "Becky" as she makes her way to work. The four wrestlers represent the typical cold and flu symptoms: headache, sore throat, chesty cough and runny nose.
Becky defeats the wrestlers by taking Beechams Ultra All in One. The campaign promotes the product as the best defence against cold and flu.
The TV ad will be supported by radio and in-store activity. New shelf-ready packaging will also be available, highlighting the "strongest all in one from Beechams" claim.
SOUTHERN RAILWAY - GO LOCO, GO SOUTHERN
Project: Go loco, go Southern
Client: Southern Railway
Brief: Deliver a campaign that drives awareness and engagement with the
brand but also supports some key commercial objectives
Creative agency: VCCP
Writer: Ken Taylor
Art director: Gavin McDonald
Planner: Stu Parkinson
Media agency: MediaVest
Media planner: Rachel Hill
Production company: Another Film Company
Director: Nick Jones
Audio Post-production: Grand Central
Exposure: TV, radio, print, outdoor, PR, direct, digital
The Mexican wrestler Loco Toledo is the star of this work from VCCP for Southern Railway - its first since winning the account in the summer.
Toledo will star in a number of campaigns for Southern Railway as he makes it his mission to get people travelling by train to the range of destinations on offer.
Having come to England from a hometown that is lacking in trains, he cannot understand why anyone would waste time sitting at home when they have the choice to travel to so many places in London and the South-East of England.
Loco will have a dedicated page on southernrailway.com and exclusive content is available via his YouTube channel and Facebook page.
JUST-EAT - BELLY AND BRAIN
Project: Belly and Brain
Client: Mat Braddy, chief marketing officer, Just-Eat
Brief: Target "hungry surfers" in the 18- to 30-year-old working and
pre-family category, showing them "the modern way, not the old-fashioned
way, to order takeaway"
Creative agency: Hooper Galton
Writer: Rob Turner
Art director: Dave Westland
Planner: Olivia Johnson
Media agency: Edwards Groom Saunders
Media planner: Rik Moore
Production companies: Rebel Rebel, Dept.A
Directors: Rebel Rebel, HSA London, Dept.A
Exposure: TV, digital, print
The age-old battle between brain and belly is highlighted in two new spots by Hooper Galton, promoting the online takeaway service Just-Eat.
Two animated characters called Brain and Belly front the TV campaign, which seeks to promote the convenience of ordering from Just-eat.co.uk, a website that brings together thousands of local takeaway companies.
The campaign is voiced by the narrator of The Wombles, Bernard Cribbins, and each spot concludes with the strapline: "Order takeaway the smart way."
ROYAL NAVY - ROYAL NAVY
Project: Royal Navy
Client: Maxine Brown, senior interactive services manager, COI
Brief: Recruit engineers into the Royal Navy by engaging the audience
and letting them know the benefits of a career in the Royal Navy
Creative agency: Marvellous
Writer: Patrick Haganaar
Art director: Jon Carney
Planner: Patrick Haganaar
Media agency: i-level
Media planners: Kirsten Nielson, John Duku
Production company: Marvellous
Exposure: Mobile media, online display, PR, App Store
Marvellous has used mobile and digital media in its new work for the Royal Navy in a bid to motivate engineers and educate them on the benefits of a navy career.
The agency has created an iPhone application and a Facebook widget, which invite users to take up challenges.
The Royal Navy Crisis Challenge puts potential recruits through their paces with five interactive missions.
After each challenge, the player is presented with video footage showing the impact of their decisions in the task. Once completed, their score is submitted to a leaderboard, which carries links to the Royal Navy website and the Royal Navy Facebook page.
VOLVO - BLIND PREVIEW
Project: Blind preview
Client: Lukas Dohle, manager live communications and social media,
global marketing communications, Volvo Car Corporation
Brief: Promote the Volvo S60 without showing the car
Creative agency: Euro RSCG 4D Amsterdam
Writer: Niels Arnbak
Art director: Marco Antonio Morales
Planners: Sicco Beerda, David Feenstra
Media agency: Mindshare
Production company: Great Guns
Director: Paul Shearer
Euro RSCG 4D Amsterdam and the London production company Great Guns have produced a short film to promote the new Volvo S60.
The film, directed by Paul Shearer, shows Esref Armagan, a blind artist, invited to preview the new model, painting his experience using just touch. He uses paints and Plasticine to capture the car's form, giving consumers an original perspective on the shape and feel of the Volvo S60.
The four-and-a-half-minute film, which will be shown on Facebook, documents Armagan's journey to the Volvo factory and his subsequent previewing and painting experience.
RENAULT - CLIO DRIVING SCHOOL DM PACK
Project: Clio driving school DM pack
Client: Philip Aggrey, manager, customer marketing, Clio
Brief: Promote the new Clio Dynamique and highlight all its fantastic
features in a unique, eye-catching way
Creative agency: Publicis Dialog
Writer: Paul Bennett
Art director: Stuart Gillespie
Planner: Andrew Smith
Media agency: n/s
Publicis Dialog has created a Renault DM pack targeting UK driving instructors in a bid to promote the new Clio Dynamique model.
The pack includes a personalised mock driving test report complete with mini clipboard. It is designed to look like an instructor's marking sheet and the personalised report is printed with a realistic-looking handwritten date, time, ticks and signature.
However, in place of the student driver, it is the Clio Dynamique that is being marked on criteria including its eco-friendliness and fingertip controls.
The endline, featured on the clipboard and letter, reads: "The new Renault Clio. Put it to the test."
This article was first published on campaignlive.co.uk
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