GALLERY 14: Utterly Butterly - Designer

Differentiating this product from rivals by focusing on its packaging was a simple idea which has been effectively brought to life by director David Lodge. The film's convincing documentary feel was aided by the lead character - not an actor, but the production assistant whose slightly nervous demeanour Lodge deemed perfect for the role. He plays it with aplomb making this a stand-out spot in the category.

Product/client: Utterly Butterly/St Ivel

Agency: Abbott Mead Vickers.BBDO

151 Marylebone Rd

London NW1 5QE, UK

T: +44 20 7616 3500

F: +44 20 7616 3600

email: amvbbdo@amvbbdo.co.uk

Creative Director: Peter Souter

Art Director: Mike Durban

Writer: Tony Strong

Agency Producer: Simon Monhemious

Production company: Outsider

2nd Floor

41-42 Foley Street

London W1P 7LD, UK

T: +44 20 7636 6666

F: +44 20 7323 0242

email: anyone@outsider-ltd.co.uk

Director: David Lodge

Producer: Benji Howell

Director of Photography: Tat Radcliffe

Post-production company: Rushes

66 Old Compton St

London W1V 4PA, UK

T: +44 20 7437 8676

F: +44 20 7734 3002

email: joce@rushes.co.uk

Editor: Bill Smedley;OBE

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).