JWT unveils pan-Euro campaign for Lion Bar

Wieden & Kennedy has persuaded the UK-born planning director of its Portland, Oregon office to return to the UK to take the top planning job in the London agency. J. Walter Thompson launches a pan-European campaign for Nestle’s Lion Bar next week, using the new strapline: ’Lion Bar - approach with caution.’

Wieden & Kennedy has persuaded the UK-born planning director of its

Portland, Oregon office to return to the UK to take the top planning job

in the London agency.



John Shaw joins as planning director after just five months as director

of strategic planning at W&K’s head office. He had previously been

planning director on the agency’s Microsoft account and was made

planning director on Nike a year ago.



He takes the place of Alison Hoad, who quit to join Lowe Howard-Spink as

head of planning at the end of last year.



The Scots-born Shaw, 39, started his career at J. Walter Thompson in the

early 80s as an account man before moving into planning. After a brief

spell as a market research manager for Mars’s petfood business, he

returned to the agency side - first with Evans Hunt Scott, then Young &

Rubicam.



Shaw will oversee planning for W&K’s UK accounts, Nike and the Cartoon

Network, with a brief to build a planning department for the agency as

it grows.



He said: ’It’s an honour to be asked to represent the Wieden & Kennedy

brand in a new market. At the moment, it’s just a few of us trying to

get the agency started but it’s a thrill.’



The position of planning director at the US office will be filled by

another ex-pat, Russell Davies, the former Leo Burnett head of

interactive marketing. Davies quit the UK to work on the Microsoft

account at the Portland office in 1996.



J. Walter Thompson launches a pan-European campaign for Nestle’s

Lion Bar next week, using the new strapline: ’Lion Bar - approach with

caution.’



Two commercials, both of which will show in 30-second and 60-second

versions, are based on the awe in which the lion is held by predators in

the animal kingdom. They will run simultaneously in the UK, Germany,

France, Poland and Denmark, with media buying by MindShare.



The first spot is set in the jungle, where a couple lie sleeping in

their tent.



A snake slithers into the tent and makes its way under the man’s

bedsheet before curling up menacingly on his stomach. The man wakes up

and pulls back the sheet to find the snake poised to attack. But as he

reaches out, a Lion Bar falls from his bedside table and terrifies the

snake, which takes a deep gulp and exits hastily through the roof of the

tent.



In the second commercial, three teenage boys are on the run from the

police. Their pursuers set a pack of Doberman dogs after them, but as

the animals encounter a Lion Bar that has been dropped on the ground,

they rear up on to their hind legs and tiptoe away from the chocolate

bar.



Mike Tollan, the marketing director for bars and biscuits at Nestle

Rowntree, said: ’We have always exported the best national advertising

internationally, but this is the first time we worked alongside our

European colleagues in developing creative work specifically for an

international target audience.’



The ads were directed by Kevin Molony through Union Commercials. They

were written and art directed by Siggi Halling and David Mackersey.



Jane Mathews, the director in charge of Nestle Rowntree at JWT, said:

’We have been working hard with Nestle to raise its creative profile,

and Lion is the first expression of this. We are delighted with the

results.



The commercials really capture the essence of the brand and we are

confident that they will attract the target audience.’



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