The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - SURE - GO WILD Project: Go wild Client: Nick Saunders, Rexona brand director, Unilever Brief: Establish Sure/Rexona as the deodorant of choice for football fans Creative agency: Lowe London Writer: Tom Hudson Art director: Lee Goulding Planner: Anna Price Media agency: MindShare Media planner: Nick Henley Production companies: Independent, Biscuit Filmworks Director: Noam Murro Editor: n/s Post-production: Framestore CFC Audio post-production: n/s Exposure: Pan-European TV, press


Lowe London's follow-up to its Cannes gold Lion-winning "Stunt City" spot for Sure is "go wild", a celebration of football fans and their love of the game.

The ad, for Sure's Sport variant, draws parallels between the passionate celebrations of fans and wild behaviour in the animal world: sea-lions chant from a Tube platform at a train full of hyenas, bison are herded towards a stadium, bears battle over a game of table football and mandrills celebrate wildly in a bar when their team scores.

Directed by Noam Murro and written and art directed by Tom Hudson and Lee Goulding, the ad features a vast cast of real and computer-generated animals, created by Framestore CFC.

"Go wild" is set to break in 15 territories across Europe and will air throughout the 2006 World Cup. It is backed by a press campaign.

Market analysts cited a huge increase in Unilever's adspend as the reason the FMCG giant's sales were back on track last year, although the UK saw sales fall by 4 per cent overall for 2005.

GEORGE AT ASDA - MUST HAVE Project: Must Have Client: James Condon, head of global marketing, George at Asda Brief: Launch George's Must Have range Creative agency: Publicis London Writer: Andy Wakefield Art director: Andy Wakefield Planner: Naomi McGregor Media agency: Carat Media planner: David Hearn Production company: Annex Director: Fatima Exposure: National TV, press


Asda is backing its new George "Must Have" clothing range with an ad campaign by Publicis.

The centrepiece of the campaign is a TV ad, featuring duplicate images of a model wearing three looks from the spring/summer 2006 range. The ad ends with the voice over: "George, Must-have fashion now at Asda. More for you for less."

The three-week campaign breaks on 30 March and will be supported by national PR, promotions and press ads in women's monthly and weekly titles.

HONDA - ACCORD TEST-DRIVE Project: Accord test-drive Client: Robert Moss, dealer marketing manager, Honda Brief: Convert interest into a test-drive by making it convenient and desirable for the target audience to take an extended test-drive Creative agency: Hicklin Slade & Partners Writer: Paul Ziedler Art director: Lindsay Jones Exposure: 15,000 fleet car managers and company car drivers


Honda is offering company car drivers and fleet managers an extended test-drive of its new Honda Accord with the added benefit of having it delivered to their door and their own car washed.

Hicklin Slade & Partners created a mail campaign to 15,000 prospects on a specially created database. The pack contains a plastic milk bottle. On the front of the bottle is the text: "What if everything you wanted could be delivered to your doorstep?" The bottle opens like a wallet to reveal a leaflet explaining the offer. It details the features of the car that benefit business users, such as voice-activated satellite navigation and an integrated, hands-free, Bluetooth-equipped telephone.

CHANNEL 4 NEW MEDIA - UNSIGNED BANDS STRAIGHT TO YOU Project: unsigned bands straight to you Client: Steve Forde, marketing manager, new media, Channel 4 New Media Brief: Raise awareness of Creative agency: 4creative Writers: Rick Kiesewetter, Andy Booth Art directors: Paul Copeland, Jim Seath Planner: Jane Smillie Media agencies: OMD, Michaelides & Bednash Media planners: Jonny Mackay, Sean Cannon (OMD), Dino Myers-Lamptey, Jason Gonzales (M&B) Photographer: Finlay Mackay Photographer's agency: Marco Santucci Retouching company: Tag Exposure: Nationwide poster sites and bus-stops


Channel 4 New Media is launching an interactive offline marketing campaign to support its online music site,

The ad will enable people to sample the music Channel 4 features on its site. Six-sheet poster sites at bus-stops around the country will include a box into which members of the public can plug their headphones, allowing them to listen to a variety of tracks.

Channel 4 hopes that the unsigned bands section of its website will be one of its main attractions and the campaign focuses on this. The ads feature people listening to music and use the line: "From unsigned bands straight to you. Plug in at"

The poster ads will be preceded by on-air trails.

MARMITE - LOVE OR HATE Project: Love or hate Client: Matt Burgess, marketing director, Marmite Brief: Launch new Marmite Squeezy Creative agency: DDB London Writers: Adam Tucker (TV), Thierry Albert (print) Art directors: Justin Tindall (TV), Damien Bellon (print) Planner: Ric Nicholls Media agency: MindShare Media planner: Andrew Travis Exposure: National TV, press


Unilever is backing the relaunch of its Marmite spread and the introduction of a squeezable plastic jar with a £3 million press and TV campaign by DDB London. The campaign continues the brand's "love it or hate it" advertising theme.The TV ad features a man who has broken his arm trying unsuccessfully to scrape the last remnants from his old glass jar of Marmite.

The press campaign features sketches-drawn in Marmite using the new squeezy jar - of characters and subjects that divide opinion. They include bullfighting, France, George Bush, Mr Bean and the Chelsea manager, Jose Mourinho.

GOODYEAR - RUNONFLAT VIRAL Project: RunOnFlat viral Client: Paul Joosten, European Union director of sales and marketing, Goodyear Brief: Position RunOnFlat as the safety feature for your car that you can't do without Creative agency: Leagas Delaney Writer: Ben Stilitz Art director: Colin Booth Planner: Tony Quinn Producer: Kelly Cook Production company: Academy Director: Seb Edwards Editors: Sam Rice-Edwards, Nik Hindson Post-production: The Moving Picture Company Exposure: Internet


Goodyear is promoting its RunOnFlat safety tyre online with a viral by Leagas Delaney.

The campaign comprises three executions, each featuring a motorist changing a flat tyre. Each ad features a different stereotype: the stressed female professional who doesn't have time to change tyres and proves incompetent at it; the punctilious middle-aged man, who is adept at changing a tyre, but takes exaggerated pride in his work, and the clumsy, grungy young guy who is useless at pretty much everything. In each case, their character traits speed them to a sticky end - the woman steps back and falls off a flyover, the middle-aged man is hit by a van, and the young guy's car falls on top of him.

CALM - CALM Project: Calm Client: Jane Powell, national development co-ordinator, Calm Brief: Cause a stir and generate money for Calm Creative agency: Ogilvy & Mather Writers: Dom Sweeney, Jon Crozier, Neil Dawson, Alun Howell Art directors: Dom Sweeney, Neil Dawson, Alun Howell Designer: Scott Bradley Exposure: National posters


Suicide is the leading cause of death for young men in the UK, with an average of three men killing themselves every day. Calm - the Campaign Against Living Miserably - is attempting to raise awareness of this issue with a poster campaign by Ogilvy & Mather, which set up the charity with the Department of Health. One, called "hangman", features the blanks at the beginning of a hangman game. Each day, more letters and parts of the hanged man are added until the headline "84 young men kill themselves every month" is revealed.

Another is covered in crosses and states the startling statistics that, since the start of the Iraq conflict, 102 British soldiers have died in Iraq, while 3,054 young men have committed suicide in Britain.

A third poster spells out "SOS" in large red letters, but this has been amended to read "SMS" to urge people to get in touch with the charity by text message.

VOLKSWAGEN - DAVID BECKHAM ACADEMY TOURAN CHALLENGE Project: David Beckham Academy Touran challenge Client: Volkswagen Brief: Promote the partnership between Volkswagen Touran and the David Beckham Academy Creative agency: Tribal DDB London Writer: Amy Gould Art directors: Alex Braxton, Pete Williams Media agency: Tribal DDB London Designer: Pete Williams Exposure: Online, national press, outdoor at football clubs


Volkswagen is promoting its Touran family car's sponsorship of the David Beckham Academy for budding footballers with a competition to win a day's training at the facility in Greenwich, East London.

VW's digital agency, Tribal DDB, has developed a microsite for eight- to 12-year-olds to play football-related games such as "keepy-uppy" and "shot-stopper" to compete for the prize. The site goes live on 31 March. It will be promoted by an online ad campaign, also by Tribal, above-the-line advertising through DDB London and direct marketing through Proximity London.

THAMES WATER - BEAT THE DROUGHT Project: Beat the drought Clients: Janet Carruzzo, head of marketing (external affairs), RWE Thames Water; Jayne Whitton, head of marketing, Greater London Authority Brief: Raise awareness of the problem and change people's behaviour towards water usage Creative agency: Spirit Advertising Writers: Mitul Shah, Emmanuel Saint M'leux Art directors: Emmanuel Saint M'leux, Mitul Shah Planner: Andrew Dean Media agency: Vizeum Media planner: Sam Gaunt Photographer: Ray Massey Photographer's agency: Horton Stephens Retouching: Ray Massey Exposure: National press


Thames Water is choosing April, the month traditionally associated with showers, to launch a hosepipe and sprinkler ban. The ban, which will be enforced across the South-East, is being publicised by a £1.5 million campaign through Spirit Advertising.

The campaign stresses that water is becoming an increasingly scarce natural resource and provides tips on reducing waste. The first of six press executions, appearing in London's Evening Standard and Metro newspapers, features an image of a toothbrush with bottles of water in place of the bristles. The copy reads: "Turning off the tap while brushing your teeth can save 6 litres of water." Further executions follow next month. The campaign has been produced in conjunction with the Mayor of London's Greater London Authority.

Each ad carries the address for a dedicated website at

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