The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - 3 - CHERRY TART

The lowdown

This is the second spot in WCRS's love-it-or-loathe-it campaign for the mobile telephone company 3.

"Cherry tart" tells the story of a young schoolgirl who goes in search of a quiet spot where she can eat her packed lunch without having to contend with the attentions of a bully, intent on stealing whatever her mum has packed in her lunch box.

After several thwarted attempts, the girl thinks she's found the perfect spot, hidden in the middle of some flags, only to have her cake stolen by the older schoolgirl. The bully soon drops her prize, though, when the glace cherry that sits on top of the tart starts crooning the Chicago MOR ballad If You Leave Me Now.

The spot was produced by the same team that created "jellyfish", the WCRS creatives Leslie Ali and Simon Robinson and the director Fredrik Bond.

The ad's "we like music" message is altogether more relevant for a mobile phone commercial than the surreal "jellyfish", although Bond's treatment is just as likely to divide audiences as his earlier cowboy effort.

CREDITS

Project: Cherry tart

Client: Lisa Tomkies, communications director, 3

Brief: Create a fresh way of associating 3 with music

Creative agency: WCRS

Writer: Leslie Ali

Art director: Simon Robinson

Planner: Cameron Saunders

Media agency: MindShare

Media planner: David Josephs

Director: Fredrik Bond

Production company: MJZ

Editor: Tim Thornton-Allan, Marshall Street Editors

Post-production: The Mill

Audio post-production: Wave

Exposure: National TV

OXO - LIVEN UP MEALS

The lowdown

Abbott Mead Vickers BBDO is behind a new TV and radio campaign for Oxo that launches on 1 November.

The 30-second spot, entitled "rock", features a mum arranging for a rock band to perform in the garden to make the family dinner more exciting.

Her attempt to spice up the meal goes awry when a grey-looking shepherd's pie is dished up. The ten-second cut-down features a ballad sung to a bland roast chicken dinner and ends with a voiceover explaining that a sprinkling of chicken Oxo cube will give the rocker's roast a "fantastic crispy skin".

Both ads end with the line: "Oxo. Liven up mealtimes the easy way." A small press campaign, providing tips on how to improve meals with Oxo, will run simultaneously.

CREDITS

Project: Oxo cubes

Client: Tim Perman, marketing director, Campbell's

Brief: Show how Oxo can add magic to everyday meals

Creative agency: Abbott Mead Vickers BBDO

Writer: Charlotte Horton

Art director: Bonnie Horton

Planner: Nicole Masters

Media planning: Naked

Media planner: Gavin May

Media buying: ZenithOptimedia

Director: Kjetil

Production company: Blink

Editor: Joe Guest, Final Cut

Post-production: Smoke & Mirrors

Audio post-production: Gary Walker, 750mph

Music arrangement: Mark Campbell, Joe & Co

Exposure National: television, radio, press

RADIO 1 - IN NEW MUSIC WE TRUST

The lowdown

Radio 1 is looking to alert listeners to its post-7pm programming with a new print and TV campaign from Fallon. A series of 48- and 96-sheet posters focuses on Zane Lowe, the latest DJ to join the evening schedule. The ads combine photography, illustration and digital imagery, designed by the graphic artist Joe Lardner, showing Lowe surrounded by leads, decks, a guitar and other musical imagery, all incorporated into a coat of arms, complete with faux motto.

The posters will be followed by a TV campaign from the young directing team Ne-O. Three 40-second films launch nationally on 31 October and feature a series of scenes showing various young listeners enjoying the same music, but in different surroundings. The spots aim to convince a notoriously cynical target market that Radio 1's new music can be a force that brings young people together. Three bands - Razorlight, Alterego and Go-Team - have been chosen to represent Radio 1's evening playlist.

CREDITS

Project: Radio 1

Client: James Wood, marketing manager, BBC Radio 1

Brief: Alert listeners to Radio 1's post-7pm schedule

Creative agency: Fallon

Writer: Lawrence Seftel

Planner: Rachel Barrie

Art director: Gary Anderson

Illustrator: Joe Lardner

Director: Ne-O

Production: company Stink

Editor and editing: Ne-O

Audio post-production: Wave

Exposure: BBC TV, print

GRAHAM & BROWN - WALLPAPER

The lowdown

Suddenly, wallpaper is hip. For years, the mere mention of it conjured images of busy floral patterns, twee country cottages, fussy Victorian prints and your grandmother's sitting room. No longer. TV home-maker programmes have been changing perceptions, and interior designers now look on wallpaper as the decorative touch that pulls a room together, gives it personality and provides a relaxing antidote to hectic lifestyles.

Graham & Brown claims to be spearheading the trend by using a combination of leading-edge designers and those, such as Laurence Llewelyn-Bowen, with more mass-market appeal. In its first work on the brand since winning the manufacturer's business in August, Manchester's Barrington Johnson Lorains has opted for a style-press campaign to accelerate wallpaper rediscovery by homeowners.

CREDITS

Project: Graham & Brown

Client: Alan Kemp, marketing manager, Graham & Brown

Brief: Create a campaign that makes Graham & Brown synonymous with

fashionable wallpaper

Creative agency: Barrington Johnson Lorains

Writer: Lisa Nichols

Art director: Gary Fawcett

Planner: Nicky Unsworth

Media agency: Mediavest Manchester

Media planner: Gillean McLaran

Photographer: Mat Wright

Exposure: Style press/magazines

VIRGIN MOBILE - BUNDLES

The lowdown

Missy Elliott is taking over from Christina Aguilera as the Virgin Mobile frontwoman and she stars in the latest television campaign for the network's packages of text-message and talk-time bundles.

Created by Rainey Kelly Campbell Roalfe/Y&R and directed by Bryan Buckley, the ads continue in the familiar, slightly naughty Virgin vein and show Missy in situations that could potentially see her losing friends. Leading into the line "so who cares if no-one's talking to you", the ads show customers how unused bits of their bundles packages can be carried over for two months.

In one of two spots, Elliott chokes on a pretzel and a friend's father uses the Heimlich manoeuvre on her. The friend arrives to find them in a compromising position.

CREDITS

Project: name Bundles

Client: James Kydd, brand director, Virgin Mobile

Brief: Show that Virgin Mobile's bundles last longer

Creative agency: RKCR/Y&R

Writers: Rob Hanson, Craig Holdsworth

Creative director: Ben Priest

Planner: Tom Morton

Media buying: MG OMD

Media planning: Good Stuff

Media planner: Sean Mellows

Director: Bryan Buckley

Production company: Hungry Man

Editor: John Smith, The Whitehouse

Post-production: Absolute

Audio post-production: Wave

Exposure: National TV

LAND ROVER - ALL NEW DISCOVERY

The lowdown

The mailing for the launch of Land Rover's latest model, the All New Discovery, is both tactile and interactive, with the use of devices such as acetates and pull-outs.

Created by Craik Jones Watson Mitchell Voelkel, the 12-page booklet targets customers around the world and, as well as showcasing various features of the car, includes an invitation to take it for a spin.

The book's design includes fold-out spreads, transparent pages and different-textured sections, as well as a CD-Rom. It was mailed to 53,000 existing customers and potential prospects in the UK.

A large-scale television campaign by Land Rover's above-the-line agency, Rainey Kelly Campbell Roalfe/Y&R, also backs the car's launch.

CREDITS

Project: All New Discovery

Clients: Les Knight, global Discovery communications manager; Steve

Bowler, UK marketing manager

Brief: Launch mailing

Agency: Craik Jones Watson Mitchell Voelkel

Writer: David Brown

Art director: Mark Buckingham

Planner: James Champ

Photographer: Richard Prescott

BHS - FEEL

The lowdown

Philip Green, the Bhs boss, is notoriously anti-advertising but, breaking the habit of a lifetime, the store is launching a £3 million multimedia campaign in the run-up to Christmas. It is Bhs's first advertising in a decade. The ads, created by HHCL/Red Cell, introduce the line "feel Bhs" and showcase a range of Bhs products. The TV spot gets viewers in the Christmas mood and features a little girl and her puppy wandering through a winter wonderland. The endline, "feel enchanted", is tacked on to "feel Bhs", a tactic with potential for future campaigns.

CREDITS

Project: Feel

Client: Romney Drury, marketing director, Bhs

Agency: HHCL/Red Cell

Writer: Steve Henry

Art director: Steve Henry

Planner: Fiona Morrison

Media agency: MPG

Media planner: Rob Lynam

Director: Julia Jason

Production company: Cowboy Films

Editor: John Mayes, Marshall Street Editors

Post-production: Absolute

Exposure: Confidential

LEVI'S - MAX

The lowdown

Lateral has come up with a viral campaign for Levi's Europe that allows people to compose mobile phone ringtones for free, without giving out their mobile number.

The mobile phone ringtone market is a lucrative one - $3.1 billion was spent on downloads in 2003, up 40 per cent on the previous year according to the research company ARC Group, and technology such as this could cause a big dent in those revenues.

Levi's Mobile Audio Mixer (Max) is available to download from the www.eu.levi.com website and lets users create their own tracks from scratch, without being limited to predetermined patterns or sets. Users can upload their tracks back on to the website, or share the new ringtones with their friends.

CREDITS

Project: Levi's Europe Mobile Audio Mixer

Client: Helene Venge, head of digital marketing, Levi's Europe

Brief: Broaden eu.levi.com's offline offering

Agency: Lateral

Writer: David Jones

Art director: Simon Crab

Director: Simon Crab

Designer: Karl Anderson

Developers: PocketPanic (Sweden), Lateral (UK)