The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - THORNTONS - SAVE MY BACON Project: Save my bacon Client: Phil Douty, marketing director, Thorntons Brief: Create something magical while communicating the free box of chocolates Christmas offer Creative agency: Miles Calcraft Briginshaw Duffy Writers: Adam Chaippe, Matthew Saunby Art directors: Adam Chaippe, Matthew Saunby Planner: Andy Nairn Media agency: Starcom Mediavest Media planner: Matt Holliday Production company: Blink Ink Director: Ruairi Robinson Post-production: The Mill Audio post-production: Grand Central Studios Exposure: National TV

THE LOWDOWN

Thorntons is taking a radically different approach to its advertising in a new animated campaign with a darkly humorous tone.

The ad, from Miles Calcraft Briginshaw Duffy, plugs Thorntons' Christmas offer - spend £15 and receive a free box of chocolates.

Directed by Ruairi Robinson, with computer animation created by The Mill, it tells the story of a turkey that wakes one morning and realises Christmas is around the corner, and it faces the chop.

However, a quick visit to Thorntons, and the bird manages to avoid both the farmer's wife's knife and farmer's axe with bribes in the form of boxes of Thorntons chocolates.

Last Christmas, the confectioner saw a 0.5 per cent decline in sales in the four-week run-up to Christmas Day.

HOME OFFICE - ALCOHOL MISUSE ENFORCEMENT Project: Alcohol misuse enforcement Clients: Chris Kirby, senior marketing manager; Sharon Sawers, strategic communications advisor, Home Office Brief: Draw attention to the fact that the police have greater powers to crack down on people who get drunk and behave in an unacceptable way Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writer: Dan Warner Art director: Andy Vasey Planner: Megan Thompson Media agency: Posterscope Media planner: Sharon Sawers, strategic communications advisor, Home Office Photographer: Nigel Bennett Retouching: TAGrkcryr Exposure: National outdoor poster sites, ambient

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The Home Office has recently given the police new powers to fine antisocial drunks: behaviour including vomiting or urinating in the street can now warrant an £80 fine.

Rainey Kelly Campbell Roalfe/Y&R has created two 48-sheet posters that aim to bring this message home. The posters will be displayed in some of the UK's heavy-drinking hotspots, including Nottingham, Cardiff, Bristol, Newcastle and London.

One execution, "sick", shows a puddle of vomit shaped to read "£80". The second poster, "drain", shows a man relieving himself against a wall. Instead of urine running off the kerb, it's a yellow stream of pound coins.

Both posters have the tagline: "Get drunk & disorderly, get arrested, get an £80 fine."

NSPCC - BIRTHDAY CARD, INVITE Project: Birthday card, invite Client: Clare Blackwell, fundraising manager, NSPCC Brief: Encourage potential new donors to donate money to the NSPCC. Funds will go to its therapeutic team or Specialist Investigation Service team, which work to rehabilitate child abuse victims or to convict paedophiles Creative agency: Kitcatt Nohr Alexander Shaw Writer: Ben Golik Art director: Phil Wyatt Planner: Phil Cragg Designer: Bryan Riddle Exposure: Packs to 150,000 affluent professionals/women, 300,000 press inserts in national press and women's monthly magazines

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A new fundraising campaign for the NSPCC, created by Kitcatt Nohr Alexander Shaw, features a child's birthday card and a party invitation, both with a sinister twist.

The card, which seems normal enough at first, is opened to reveal a disturbing message. "Jamie's abuser never forgot his birthday," it says, explaining how Jamie's abuser collected details, such as birthdays and hobbies, in his diary, to help him get close to his victims.

The birthday invitation is from Scott, an abused child who, after treatment from the NSPCC, can now enjoy a birthday party.

The campaign consists of direct mail and press inserts. Recipients are asked to fill in the mailing's donation form.

The NSPCC employs 1,800 people in England, Wales and Northern Ireland. Its work is part-funded by donations from the public.

CHANNEL 4 - SPACE CADETS Project: Space cadets Client: Nick Stringer, marketing manager, Channel 4 Brief: Launch Channel 4 and E4's new reality-TV show Space Cadets Creative agency: 4Creative Writer: Jane Atkinson Art director: Matt Hazell Media agencies: OMD (buying); Michaelides & Bednash (strategy) Photographer: David Levinthal Exposure: Six-sheets and 96-sheets, TV trails

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Channel 4 is supporting the launch of Space Cadets, the new reality-TV show, with a TV and poster campaign.

The show, on Channel 4 and E4, follows a group of wannabe astronauts as they are trained and then sent into space. However, unknown to the contestants, they never get into space as the show is based in a disused military base in the UK. The 4Creative-developed campaign establishes the concept of the show through air trails and countdown-themed press ads.

ARGOS - MONSTER Project: Monster Client: Jenny Parry, advertising and PR manager, Argos Brief: Advertise the Argos Big Book of Christmas Creative agency: Clemmow Hornby Inge Writer: Pete Gatley Art director: Pete Gatley Planner: Sarah Clark Media agency: MindShare Media planners: Andy Parr, Sarah Dorward Production company: HLA Director: Marc Charach Editors: Bruce Townend, The Quarry Exposure: National TV

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Argos is promoting its online store with another story from the Argos Big Book of Christmas.

The ad, by Clemmow Hornby Inge, is the second in the "don't shop for it, Argos it" campaign. It aims to swell the retailer's £3.5 billion UK sales in the run-up to Christmas.

The story stars a little girl who literally turns into a monster when faced with the prospect of going shopping.Luckily for her, though, her quick-thinking mother logs on to the Argos website. Here she finds the entire family's Christmas presents with just one click.

BATCHELORS SUPER NOODLES - SURFVAN Project: Surfvan Client: Rachael Munby, marketing manager, Batchelors Brief: Demonstrate the fun of eating noodles Creative agency: Delaney Lund Knox Warren & Partners Writer: James Hodge Art director: Richard Fox Planner: Sandya Piyasena Media agency: ZenithOptimedia Media planner: Howard Titley Production company: Therapy Director: Guy Manwaring Exposure: National TV

THE LOWDOWN

Dancing, surfer-dude forks are the stars of Delaney Lund Knox Warren & Partners' new Super Noodles ads.

Set in a camper van parked on a beach, the ad features four surfers feasting on pots of Super Noodles. As one of them brings a forkful of noodles up to his mouth, he sees that the fork looks like a long-haired rocker, thanks to some well-placed noodles, peas and sweetcorn. The fork starts head-banging to the rock anthem Since You've Been Gone, and is joined by the three other forks. The spot ends with the strapline: "Are you a noodle head?"

Super Noodles competes against the market leader, Unilever's Pot Noodle, which has an 88 per cent share.

CARR'S - CARR'S. PERFECT AS WE ARE Project: Carr's. Perfect as we are Clients: Rafi Arkin, senior brand manager, Carr's; Vanessa Andrews, marketing controller, Savoury Biscuits, United Biscuits Brief: Carr's Table Water. Every bit as good as they've always been Creative agency: Publicis Writer: Adam Kean Art director: Alex Taylor Planner: Mike Wade Media agency: Starcom Media planner: Nat Cummins Photographer: James Day Exposure: National press

THE LOWDOWN

Publicis has created its first work for Carr's water biscuits since it won the account in January.

The new press campaign, "Carr's. Perfect as we are", is the first advertising for the brand in more than five years.

One ad simply lists negatives and positives about the brand. The negatives include: "No improvements. No new recipe. No new pack design. No bigger. No better." And the positives? "See negatives." Another ad states: "Good news. No news." The copy goes on to confirm that the low-calorie, low-fat biscuits are still made from the finest flour, baked in a traditional oven, on the same site in Carlisle as they have been for the past 175 years.

In 2004, Carr's parent company, United Biscuits, increased its total sales by 4.6 per cent to £1.36 billion.

BT - BT BROADBAND ACQUISITION Project: BT broadband acquisition Client: Renee Young, direct marketing manager, BT Brief: Increase sales of BT broadband to both narrowband users and switchers by leveraging the benefits of a wireless broadband connection Creative agency: OgilvyOne Writer: Cara Hickey Art director: Harvey Lee Planner: John Trainor Exposure: 107,000 narrowbanders

THE LOWDOWN

OgilvyOne has developed a direct marketing campaign designed to boost sales of BT broadband.

The mailer promotes the benefits of wireless broadband beyond price and speed of connection.

The mailer contains four cable ties to remind people how cluttered and ugly their existing set-up is. It positions wireless BT broadband as the better option and, referring to the ties, uses the line: "Until you get wireless BT broadband, these may come in handy."

BT announced its five-millionth broadband customer in April, a year ahead of its target. BT's retail arm has a 33 per cent share of the broadband market.