The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 20 November 2009 12:00AM
JOHN LEWIS - JOHN LEWIS CHRISTMAS
Project: John Lewis Christmas
Client: Craig Inglis,head of brand communications, John Lewis
Brief: Position John Lewis as the place to find the perfect gift this
Creative agency: Adam & Eve
Writer: Ben Tollett
Art director: Emer Stamp
Planner: David Golding
Media agency: Manning Gottlieb OMD
Media planner: Stacey Leonard
Production company: Blink
Director: Benito Montorio
Editor: Andy McGraw, Cut & Run
Audio Post-production: James Saunders, Jungle
Exposure: TV, cinema
The unadulterated joy felt by children opening their presents on Christmas morning is the central theme in this seasonal campaign for John Lewis, created by Adam & Eve.
Viewers are urged to rediscover their inner child and remember the pleasure and excitement they felt when they were young and shaking their parcels and packages, before tearing through the wrapping to find what treat lay in store for them.
To encourage consumers to relive these joyous moments, small children are seen opening inappropriate gifts for their age, from cameras and laptops to coffee-makers and jewellery.
The TV ad is supported by a DM campaign by Kitcatt Nohr Alexander Shaw, which includes a personalised Christmas card full of offers, a sheet of exclusive John Lewis wrapping paper and a brochure containing a range of gift ideas.
TOSHIBA - SPACE CHAIR
Project: Space chair
Client: Matt McDowell, marketing director, Toshiba
Brief: Make "Leading Innovation" come to life for all Toshiba product
Creative agency: Grey London
Writer: Grey London
Art director: Grey London
Planner: Grey London
Media agency: PHD Rocket
Media planner: Will Jellicoe
Production company: Hungryman
Director: Andy Amadeo
Editor: Russell Ike
Post-production: The Mill
Exposure: TV, online, point-of-sale
Following the success of its record-breaking "timesculpture" spot for Toshiba, Grey London has concocted an ambitious stunt in its latest TV work for the electrical giant.
The ad sees a chair being launched into space using a specially constructed balloon, which pulls the piece of lightweight furniture to a height of 98,000ft above the Nevada desert.
Images of the chair's ascent were captured on a camera, which fell back down to earth once the balloon had exploded due to atmospheric pressure.
A teaser for the spot launched on YouTube before the ad's TV release on 16 November.
SCHWEPPES - CHRISTMAS ENTERTAINMENT FROM SCHWEPPES
Project: Christmas entertainment from Schweppes
Clients: Cathryn Sleight, marketing director, Coca-Cola GB; Rebecca
Hirst, senior brand manager, Schweppes, Coca-Cola GB
Brief: Remind consumers that Schweppes makes Christmas entertainment
Creative agency: Mother
Art director: Mother
Media agency: Vizeum
Production company: MJZ
Director: Tom Kuntz
Editor: Steve Gandolfi
Post-production: The Mill
Audio Post-production: Grand Central Studios
Schweppes is launching a series of ten-second idents to promote its sponsorship of Christmas entertainment across UKTV's eight channels.
The work, created by Mother, features the voices of some of Britain's cult comedians, including Martin Freeman of The Office and the Smack The Pony star Doon Mackichan.
The campaign aims to tap into the drinks brand's history of witty British humour by presenting typically British scenes taken from the 50s. The static Christmas illustrations are given a contemporary twist with the addition of moving human arms, which perform modern antics such as dancing with glowsticks.
CARPHONE WAREHOUSE - CHRISTMAS CAMPAIGN
Project: Christmas campaign
Clients: Anna James, marketing director; Michelle Smith, head of brand
and PR; Kay Parkinson,brand and advertising manager, Carphone Warehouse
Brief: Showcase the range of great value gifts at the Carphone Warehouse
Creative agency: CHI & Partners
Writers: Angus Wardlaw, Alexei Berwitz
Art director: n/s
Planner: David Buckley
Media agency: MCHI
Media planner: Stephanie Marks
Production company: Blinkink
Director: Kristofer Strom
Joanna Page, the Gavin & Stacey star, narrates this new ad for the Carphone Warhouse.
The spot, created by CHI & Partners, promotes the retailer's festive mobile phone offers through a stop-motion animated ad.
A pair of hands are shown untying an illustrated parcel, which pops open to reveal the new LG Cookie phone on offer at the mobile store.
Page ends the ad by encouraging consumers to "open up great gift ideas and a smile this Christmas" by visiting the Carphone Warehouse.
COMPARETHEMARKET.COM - MEERCHAT
Brief: Continue to keep Aleksandr's fans engaged with new content
Creative agency: VCCP
Writers/art directors: Matt Lloyd, Rich Connell, Clem Woodward, Javier
Romartinez, Stephen Misir
Planner: George Everett
Media agency: n/a
Audio Post-production: Markettiers4dc
Exposure: iTunes, comparethemeerkat.com
VCCP is launching an online podcast hosted by the infamous spokesman for comparethemeerkat.com, Aleksandr Orlov.
The agency is kicking off the chatshow with a special guest, David "the Hoff" Hasselhoff.
After the nation's favourite meerkat runs through recent news, including the fact that a doll made in his likeness is due to go on sale at Harrods, he begins the interview. Hasselhoff is very accommodating to Aleksandr's probing about how the former Baywatch star keeps his "fur" in such fine condition, as well as tips on attracting the ladies.
The meerkat will be interviewing a number of stars, ranging from Hollywood A-listers to industry leaders, for the show, which supports Aleksandr's wider campaign to highlight the difference between his own website, comparethemeerkat.com, and the website for easy insurance quotes, comparethemarket.com.
M&S - CHRISTMAS WOULDN'T BE CHRISTMAS WITHOUT ...
Project: Christmas wouldn't be Christmas without ...
Clients: Steve Sharp, marketing director; Denise Posner, head of GM
marketing; Lucy Calver, head of food marketing, Marks & Spencer
Brief: Christmas wouldn't be Christmas without ... your M&S
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Pip Bishop
Art director: Chris Hodgkiss
Planner: Lori Meakin
Media agency: Walker Media
Media planner: Katharine Baker
Production companies: Serious Pictures, Steam Media, Aardman Animation
Directors: Vaughan Arnell, Charlie Stebbings, Merlin Crossingham
Marks & Spencer is highlighting all the little things that it "wouldn't be Christmas without" in a new celebrity-stuffed campaign by Rainey Kelly Campbell Roalfe/Y&R.
Stephen Fry espouses his love for "a little mince", while Jennifer Saunders explains that "stuffing" is an essential ingredient for the festive period, only to be interrupted by Joanna Lumley, who adds "your face ... sweetie" to the mix.
Wallace and Gromit also make a cameo, explaining how M&S can deliver "lots of lovely stuff" straight to your door, in a bid to increase the retailer's online sales as well as boosting footfall in its stores.
FORD - FORD FOCUS
Project: Ford Focus
Client: Claire Hepworth, communications manager, Ford of Europe
Brief: Illustrate the fact that the new Ford Focus energises you
Creative agency: Wunderman
Writer: Peter West
Art director: Damien Knowles
Media agency: Mindshare
Production company: Ridley Scott Associates
Director: Alex Smith
Editor: Adam Rudd, Final Cut
Exposure: Online, website, film
A giant interactive plasma ball is the focus of a new microsite aimed at promoting the Ford Focus model.
Created by Wunderman, the site enables visitors to watch people interacting with the plasma ball in the heart of Barcelona's gothic quarter. They can also interact themselves; causing orange lightwaves to flow from the car when they touch the dome with their cursor.
The car manufacturer hopes the online campaign will encourage an emotional connection between the public and the new Focus model while re-enforcing its "feel the difference" strategic positioning.
The site and film can be viewed at www.discoverfordfocus.co.uk.
O2 - O2 PRIORITY DIGITAL CAMPAIGN
Project: O2 Priority digital campaign
Client: Ed Pellew, O2
Brief: Create a new area for gig-goers and music lovers to engage them
with priority ticketing
Creative agency: Archibald Ingall Stretton
Writer: Holly Brockwell
Art director: Geoff Gower
Account manager Emma-Jane Lacey
Media agency: n/a
Designer: Jon Biggs
Archibald Ingall Stretton has teamed up with O2 to unveil a new interactive wall on the mobile provider's Blueroom site, bringing an added dimension to its Priority ticketing service.
The wall, which is designed to look like a gig poster, will act as a digital forum for music lovers who can join in by posting their own concert photos and experiences.
O2 users will be able to see all the events for which Priority tickets are on sale, as well as sharing their thoughts with other customers.
The agency has also created a social media competition, Hunt For A Ticket, whereby users can find a virtual ticket to an event hidden within TV footage on YouTube and stills within Facebook. There are 150 pairs of tickets available to be won.
NABS - NABS MUSIC QUIZ
Project: Nabs music quiz
Client: Carole Butler, acting chief executive, Nabs
Brief: Get industry types talking about the Nabs music quiz
Creative agency: DDB London
Writer: Andy McAnaney
Art director: Christian Sewell
Account manager Sam Payne
Media agency: n/a
Designer: Pete Mould
Exposure: Trade press, agency posters
DDB London is poking fun at a number of other London agencies in its new print campaign for Nabs.
The ads promote the organisation's annual music quiz and disco, of which Campaign is a partner.
CHI, Dare, Fallon and Mother are among those that are the butt of the joke. One ad explains: "CHI. It's gonna be a late night. But then again you're probably used to late nights." While another says: "Dare, just so you know, some of the answers first appeared on 12-inch, which is like a big MP3 that's made out of plastic."
Although DDB created the ads, it isn't spared from the jibes, with one execution pointing out to DDB account men that "old skool does not involve Eton or Harrow".
PANASONIC - 8X LIFE
Project: 8x life
Client: Richard Hedges, Panasonic
Brief: Create a piece of marketing activity using digital and
specifically social networks to engage the youth audience, create a
desirable and exciting perception of Panasonic and its imaging product,
and promote the ZX-1
Creative agency: AKQA
Writer: Tessa Hewson
Art director: Jamen Percy
Media agency: Vizeum
Media planner: Lynsey Galashan
Web developer: Niall Johnson
Exposure: Ambient, online, press, PR
AKQA has commissioned sculptures of oversized objects as part of a digital campaign promoting the new Panasonic compact digital camera, the Lumix ZX-1.
The objects, including a giant pigeon, park bench, post-box, conker, coffee cup and traffic cone, are eight times larger than their original sizes in a bid to highlight the 8x optical zoom on the new Panasonic camera.
The sculptures will appear in Edinburgh, Manchester, Birmingham, Leeds and Bristol for the next two weeks.
The experiential campaign drives consumers to www.facebook.com/8xlife, where they are invited to submit their own photographs and have the chance to win a trip to the 2010 Vancouver Olympic Winter Games.
This article was first published on campaignlive.co.uk
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