The Work: New Campaigns - UK

KIT KAT - KIT KAT WORLD CUP
Project: Kit Kat World Cup
Client: David Rennie, marketing director, Nestle Confectionery UK
Brief: Promote Kit Kat in the run-up to the World Cup
Creative agency: JWT
Writer: Michael Campbell
Art director: Colin Jones
Planner: Iona Casey
Media agency: MindShare
Media planner: Dominic Poynter
Production company: Gorgeous
Director: Chris Palmer
Editor: Paul Watts, The Quarry
Post-production: Alteration Services
Audio post-production: 750mph
Exposure: National TV

THE LOWDOWN

In the lead-up to the 2006 Fifa World Cup, Kit Kat has launched a TV campaign based on Geoff Hurst's controversial goal that helped England beat West Germany in the 1966 World Cup Final.

The 30-second spot begins with actual footage from the game as the ball is played upfield, eventually falling to Hurst, who smashes it against the underside of the crossbar and back out into play.

But in a clever twist on what actually happened, we see that the Russian linesman who gave the goal, Tofik Bakhramov, was not paying attention because he was busy stuffing a Kit Kat into his mouth. After realising he has been caught out he tries to finish off the snack and signals that the goal should be allowed. The spot closes with the classic line: "Have a break, have a Kit Kat."

Nestle, Kit Kat's parent company, is the third-biggest player in the chocolate-bar market with a 5.7 per cent market share in the UK.

MASTERCARD - FEVER
Project: Fever
Client: Bill Cronin, vice-president of brand marketing, MasterCard
Brief: Celebrate MasterCard's sponsorship of the 2006 Fifa World Cup
Creative agency: McCann Erickson
Writer: Stephen Ward
Art director: Stephen Ward
Planner: David O'Hanlon
Media agency: Universal Media
Media planner: Neil Harrison
Production company: Peter Gird Productions
Director: Mike Middleton
Editor: Kobus
Post-production: Elevator
Exposure: National TV

THE LOWDOWN

To support its sponsorship of the 2006 Fifa World Cup, MasterCard has developed a TV spot that doesn't use any football stars or show any football action. Instead, the ad demonstrates the excitement that fans from around the globe feel when supporting their national teams.

Backed by the song Fever, the execution begins with people of all nationalities sweating anxiously. As the ad progresses, the song picks up momentum and the fans' fever level rises. The execution ends with a fan sliding along a floor on his knees screaming with elation into the camera. The strapline says: "Football fever. Priceless."

The spot was filmed in five countries using more than 100 people cast from the street.

STELLA ARTOIS - L'ETRANGER
Project: L'etranger
Client: Natalia Balakireva, brand manager, Stella Artois, InBev
Brief: Communicate the importance of the pouring ritual to consumers in
an engaging and different way
Creative agency: Lowe
Writer: Cecilia Hogkvist
Art directors: Patrik Westerdahl, Stephen Whitlock
Planner: n/s
Media agency: Starcom
Production company: Stink Stockholm
Director: Joakim Eliasson
Editor: Sara Hall, Stink
Post-production: Syndicate
Audio post-production: Riviera
Exposure: Online

THE LOWDOWN

Lowe has launched its first global digital advertising campaign for Stella Artois. Entitled L'etranger, the site opens on a French bar called Le Cercle Bar et Brasserie where visitors are told: "Only those who master the pouring ritual deserve a Stella Artois." They are then asked: "Are you ready for the challenge?"

Withe the help of a French barman, visitors are challenged to pour the perfect pint of Stella Artois. After attempting to do so, they are taught the nine distinct steps of the "pouring ritual". The site can be found at www.stellaartois.com.

WALKERS - SENSATIONS
Project: Sensations
Client: Dominic South, senior brand manager, Walkers
Brief: Relaunch Walkers Sensations
Creative agency: Abbott Mead Vickers BBDO
Writer: Peter Souter
Art director: Mike Durban
Planner: Andrew Phillips
Media agency: MindShare
Illustrator: Michael Koelsch
Exposure: National press

THE LOWDOWN

The latest press campaign for Walkers Sensations follows on from the TV work featuring Charlotte Church.

The ads are designed to promote the fact that the crisps use real ingredients and market the product as a premium indulgent snack.

Based on film posters from the 40s, the campaign shows the Welsh warbler in a variety of shots. Each image reflects the flavour of crisp the ad is promoting.

In the execution for the Thai sweet chilli brand, Church is pictured in a short, green dress sitting on a huge red chilli. The strapline reads: "Real ingredients, real indulgence." In 2005, Walkers Sensations achieved sales of £120 million.

VOLKSWAGEN - AFFORDABILITY CAMPAIGN
Project: Affordability campaign
Clients: Heidi Cartledge, marketing communications manager; Ian
Johnston, communications manager, Volkswagen UK
Brief: Highlight the fact that Volkswagen's cars are less expensive than
people might think
Creative agency: DDB London
Writer: Matt Lee
Art director: Pete Heyes
Planners: Daniel Ng, Lorenzo Bresciani, Daniel Hauck
Media agency: MediaCom
Media planner: Luke Bozeat
Production company: Partizan
Director: Eric Lynne
Exposure: National TV, print

THE LOWDOWN

DDB London has created a £3 million integrated campaign to highlight the fact that Volkswagen's cars are less expensive than people think.

In a continuation of VW's 2005 "incredible, but true" campaign, a series of TV commercials focus on the Polo, Golf and Passat models.

The ads, set in a VW showroom, feature customers interrogating dealers about the price of the cars.

A spot entitled "tea" features a couple spluttering and choking on their cuppas as a car dealer tells them how much a Volkswagen actually costs. The ad ends with the line: "Golf. From £11,995. Incredible, but true." The TV work is backed by a press campaign.

Volkswagen's UK market share remained static at 6.9 per cent in the year to June 2005.

VODAFONE - SPEECH BUBBLES
Project: Speech bubbles
Client: David Wheldon, global director of brand and customer experience,
Vodafone
Brief: Promote Vodafone's Passport tariff
Creative agency: JWT
Writer: Jason Berry
Art director: Ben Short
Planner: Rob Alexander
Media agency: OMD
Media planner: Lisa Clarke
Production company: Academy
Director: Walter Stern
Editor: Suzy Davis, Final Cut
Post-production: Framestore CFC
Exposure: Pan-European TV

THE LOWDOWN

Vodafone's latest TV ad uses a series of animated white speech bubbles to represent people's phone conversations when they are visiting a foreign city. The spot promotes the company's Passport service, which gives customers reduced rates when travelling abroad.

A voiceover that tells viewers that they can "talk longer abroad with Vodafone Passport" is the only speech in the ad. The action is accompanied by a score played by the London Philharmonic Orchestra.

The film then follows various people and their speech bubbles, which billow and burst. The endframe reveals a panoramic shot of the cityscape, over which hundreds of bubbles hang.

LEXUS - BRAND INSERT
Project: Brand insert
Client: Matt Button, customer relationship marketing and database
manager, Lexus
Brief: Introduce the Lexus brand and range to encourage brochure and
test-drive requests
Creative agency: Partners Andrews Aldridge
Writer: Helen Sharp
Art director: Carole Epplestone
Planner: Clare Simpson
Designer/photographer: Pete Gardner
Exposure: 700,000 inserts in national newspapers and motoring titles

THE LOWDOWN

Partners Andrews Aldridge has developed a direct mail campaign for Lexus that expands on its strapline: "The pursuit of perfection."

The mailer is running in car magazines, weekend supplements and men's titles and aims to inform readers about Lexus' luxury design and technological innovation.

The outer part of the insert shows a photo of the Sagrada Familia basilica in Barcelona, which was started in 1882 and has yet to be completed. Across the photo runs the line: "Great work cannot be hurried." Inside the insert is a shot of the iconic guitar of the 60s, the Gibson Les Paul Classic, and the line: "It takes time to refine and deserves time to be appreciated." The final image features the Lexus GS 450h and the line: "Lexus. Enjoy every moment of your journey."

POWERADE - LEWSEY vs CROUCH
Project: Lewsey vs Crouch
Client: Simon Pick, brand manager, Powerade
Brief: Promote Powerade before the World Cup
Creative agency: Nitro
Writer: Olly Farrington
Art directors: Neil Richardson, Warren Frost
Planner: Chris Blayze
Production company: Cattleprods
Director: Paul Shearer
Editors: Matt Hollis, Cattleprods
Exposure: Online, viral

THE LOWDOWN

In the run-up to the World Cup, Nitro has created a viral for the energy drink Powerade that pitches the rugby star Josh Lewsey against the lanky footballer Peter Crouch (the son of the Nitro creative chief, Bruce Crouch).

Backed by the song Anything You Can Do, I Can Do Better, the ad shows both sportsmen lying on their backs filmed from above. As Crouch lifts weights, Lewsey holds a car above his head. The sporting competition intensifies until Lewsey is crowned the winner. The ad can be found at poweradegb.com/worldcup.

BUXTON - NATURAL MINERAL WATER
Project: Natural mineral water
Client Aoife Burnell, marketing director, Nestle Waters
Brief: Highlight Buxton's purity
Creative agency: Publicis
Writer: Andy Wakefield
Art director: Andy Wakefield
Planner: Wendy Lanchin
Media agency: MindShare
Media planner: David Josephs
Photographer: Shinichi Maruyama
Photographer's agency: Morgan Lockyer
Exposure: National press, radio

THE LOWDOWN

Buxton is attempting to highlight the purity of its spring water in a £2 million summer press campaign. The work targets women aged between 22 and 55 who already buy bottled water.

The execution was shot by Shinichi Maruyama, who specialises in photographing water. It shows how the liquid does not come into contact with anything man-made, such as pumps or drills, on its way from the spring to the surface.

The ad shows water pouring down the page and flowing around text that reads: "To the surface, on its way, Buxton touches nothing."

The press work will be backed by a radio campaign voiced by the comedian Jimmy Carr.

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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).