The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - COCA-COLA - THE BAND

1001 - SPOT SHOT

Project: The band

Client: Julia Goldin, marketing director, Coca-Cola

Brief: A celebration of real football fans

Creative agency: Mother

Writer: Mother

Art director: Mother

Media agency: Vizeum

Media planner: Jenny Howard

Production company: Academy

Director: Frederic Planchon

Editor: Johnny Scarlet, The Quarry

Post-production: The Moving Picture Company

Audio post-production: Sound Tree

Exposure: National TV

THE LOWDOWN Coca-Cola is touting its football-supporting credentials in its first above-the-line campaign explicitly supporting its football association since it awarded the business to Mother earlier this year.

"The band" follows a troupe of tambourine-wielding singers, saucepan-bashers and accordion players that tours a selection of Coca-Cola Championship grounds on match day, heaping musical praise on the supporters they meet.

The 60-second spot, directed by Frederic Planchon, ends with a shot of a Coca-Cola billboard outside a ground. The soft drinks manufacturer is also running a competition for a fan to win ú250,000, to be spent on a player of their club's choice.

Mother created the "real Football League" campaign for Coca-Cola last year as part of its brand advertising for the soft drinks giant.

1001 - SPOT SHOT

Project: Spot shot

Client: David Whittome, marketing manager, 1001

Brief: Launch 1001 No Vac Foam Carpet Freshener

Creative agency: BDHTBWA

Writer: Richard Sorenson

Art director: Matt Crosby

Planner: Lorna Hawtin

Media agencies: Central Focus, Mediaedge: cia

Media planner: Stephen Gregory

Production company: Small Family Business

Director: Luke Forsyth

Post-production: Framestore CFC

Audio post-production: Wave

Exposure: National TV

THE LOWDOWN

The carpet-cleaning brand 1001 is launching a new line, 1001 No Vac Foam Carpet Freshener, with a medallion-man execution with a twist.

With tongue firmly in cheek, BDHTBWA's ad stars a would-be lothario looking to impress the chicks on a night out. In an attempt to boost his appeal, he uses a piece of carpet ripped from his bathroom floor to add a bit of rug to his chest. Noticing the scrap doesn't smell as good as it might, he gives it a quick spray of 1001 and he's ready to go.

The 1001 range, which has a 40 per cent market share in the UK, was bought by WD 40 last year in a deal worth $11.5 million.

JAMMIE DODGERS - CINEMA CAMPAIGN

Project: Cinema campaign

Client: Jaspal Chada, marketing director, Jammie Dodgers

Brief: Relaunch the Jammie Dodgers brand

Creative agency: McCann Erickson

Writers: John Hurst, Andy Daley

Art directors: John Hurst, Carole Davids

Planners: Stephen Meade, Robbie Burton-Sanigar

Media agency: Universal McCann

Production company: Hibbert Ralf Animation

Director: Jerry Hibbert

THE LOWDOWN

McCann Erickson's ú2 million cinema campaign to relaunch Burton's Foods' Jammie Dodgers works on the premise that there's a little mischief hiding inside each biscuit.

A 30-second branding spot opens on a mother unpacking her shopping. As she turns her attention away from the kitchen table, a gang of animated raspberry-jam creatures emerge from a packet of the biscuits to wreak havoc with a bag of Brussels sprouts, much to the delight of her young son.

LYNX - UNLIMITED NINJA

Project: Lynx Unlimited ninja

Client: Michael Sheldon, European brand manager, Unilever

Brief: Online advertising to support the new variant Lynx Unlimited

Creative agency: Dare

Writer: James Cooper

Art director: Flo Heiss

Designer: Emma Hogan

Planner: Rebecca Mackenzie

Media agency: Initiative

Media planner: Rebecca Ridler

Exposure: Internet

THE LOWDOWN

Blimey, a campaign for a new Lynx brand that doesn't feature half-dressed women. Dare's online launch work for Lynx Unlimited instead opts for an ass-kicking ninja girl that draws on the Crouching Tiger, Hidden Dragon-style above-the-line work from Bartle Bogle Hegarty.

In one execution, ninja girl drops out of a banner on to the computer screen and attacks the cursor using a variety of martial arts moves. After she vanishes in a puff of digital smoke, a message appears encouraging visitors to follow her to the Unlimited website, where they can win prizes including a slimline PlayStation 2.

As well as other banner executions, the campaign includes a downloadable recycle bin for the desktop. When a document is dragged into the bin, the seated ninja springs into life and kicks it off the side of the screen.

METROPOLITAN POLICE SERVICE - DOMESTIC VIOLENCE

Project: Domestic violence

Client: Sarah Partridge, campaign manager, Metropolitan Police Service

Brief: Communicate to abusers that the Met can and will arrest them,

even without a statement from their partner

Creative: agency: Miles Calcraft Briginshaw Duffy

Writer: Jeremy Carr

Art: director: Jeremy Carr

Planner: Mary Tucker

Media: agency: MediaCom

Media: planner: Anna Wilson

Exposure: Outdoor, press, radio, ambient

THE LOWDOWN

The Metropolitan Police estimates that one in four women is abused by a partner during her lifetime and an average of two women are killed each week in domestic violence incidents.

A new campaign from Miles Calcraft Briginshaw Duffy publicises a change in strategy for the Met: rather than target victims, it confronts abusers with the news that a partner's statement is no longer needed to make an arrest.The copy-heavy, hard-hitting cross-track posters talk directly to men who may be abusing their partners, reminding them that their behaviour will not be tolerated.

Beermats and football match programmes supplement the posters, while radio ads chillingly recreate a 999 call from a victim of domestic violence.

RADIO TIMES - BY THE BOOK

Project: By the book

Client: David Robinson, marketing manager, Radio Times

Brief: Demonstrate why Radio Times is the only TV magazine with

substance

Creative agency: Davison Smiley Jones

Writer: Paul Snoxell

Art director: Andy Todd

Planner: Richard Dunn

Exposure: Direct mail to 250,000 occasional readers

THE LOWDOWN

Radio Times is launching a readership drive with a below-the-line campaign from Davison Smiley Jones.

The BBC TV listings magazine is mailing two humorous mini-books in an attempt to get occasional readers into the habit of buying the magazine more regularly.

You Are What You Watch describes the pitfalls of not reading the magazine every week. How to Watch TV takes its lead from modern user guides to help readers use Radio Times in a way that best suits them.

The two packs are delivered in cartons and, accompanied by descriptive delivery notes, contain 12 personalised half-price vouchers.

The Radio Times saw a 4.2 per cent decline in sales over 2004, ending the year with an ABC of 1,108,718.

UKTV - UKTV STYLE GARDENS LAUNCH

Project: UKTV Style Gardens launch

Client: Paul Moreton, head of lifestyle marketing, UKTV

Brief: Launch UKTV's new channel UKTV Style Gardens

Creative agency: Mother

Writer: Mother

Art director: Mother

Planner: Mother

Media agency: PHD

Media planner: Katherine Jenner

Exposure: Ambient

THE LOWDOWN

UKTV is backing the launch of its new channel, UKTV Style Gardens, with an ambient campaign created by Mother.

A series of ads placed across major UK cities aims to encourage passers-by to think about gardening and the possibilities the pastime provides.

A series of giant plant tags appears in places where, with a green-fingered touch, plants would find ideal conditions in which to grow. Lampposts are a suggested location for climbing plants, while railway bridges feature labels for shade-loving species such as Rhododendrons.

The launch brings the UKTV channel portfolio to ten, with a combined weekly reach of 47 per cent of UK adults.

AQA - ANY QUESTIONS ANSWERED

Project: Any questions answered

Client: Paul Cockerton, marketing director, AQA

Brief: Invite users to try the AQA service

Creative agency: Campbell Doyle Dye

Writer: Sean Doyle

Art director: Dave Dye

Media agency: Rocket

Media planner: Mark Sherwood

Illustrator: Adam Holwing

Exposure: National press, online, ambient

THE LOWDOWN

Launched last year, the mobile communications service AQA pledges to supply an answer to any question. Using a combination of database technology and a skilled research team, the service is like having your mobile permanently on phone-a-friend.

In its first work for the service since it won the account, Campbell Doyle Dye has created a print campaign that plays on the idea of killing off the question-mark, suggesting that the curly, dotted little blighter stands in the way of our quest for knowledge.

Illustrated press ads feature the punctuation mark in a number of life-threatening scenarios; in one execution, the question-mark is gunned down by the mafia; in another, it is caught in a mousetrap.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

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).