The Work: New Campaigns - UK

BOOTS - 'TIS THE SEASON TO BE GORGEOUS - ONE TO LOOK OUT FOR
CREDITS
Project: 'Tis the season to be gorgeous
Client: Andy Brent, marketing director, Boots
Brief: Make Boots the high-street destination store for beauty gifts
this Christmas
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MediaCom
Media planner: Mother
Production company: HSI London
Director: David LaChapelle
Editor: Ben Stephens
Post-production: Absolute Post
Exposure: National TV

THE LOWDOWN

This year, Christmas is all about being gorgeous in Mother's yuletide campaign for Boots.

The ad attempts to show that Boots understands Christmas can be a thankless list of tedious chores for the female half of the population, but with a little help, it can also be about being glamorous and gorgeous.

The ad begins with a woman in a pink dress and huge blonde hair carrying a child, while dragging a Christmas tree home. Another shot shows a beautiful woman relaxing in a bubble bath while peeling sprouts.

The voiceover at the end of the ad intones: "Christmas. A time for giving, receiving, shopping, chopping and stuffing. But most importantly, being drop-dead gorgeous."

In July of this year, the company merged with Alliance Unichem, creating a £14 billion business called Alliance Boots. The new company now has 2,500 branches in the UK, with a further 3,000 across Europe.

Alliance Boots has 24.9 per cent of the health and beauty market, and a 22.5 per cent share of the UK retail pharmacy market.

ORANGE - TOGETHERNESS
CREDITS
Project: Togetherness
Clients: Pippa Dunn, director of brand marketing; Rachel Macbeth, head
of advertising; Noel Cottle, advertising manager

Brief: Orange makes it easy to stay close to friends and family all year
round

Creative agency: Fallon
Writer: Lawrence Seftel
Art director: Micah Walker
Planners: Gareth Goodall, Rachel Barrie
Media agency: Initiative
Media planner: Sean Pattison
Production company: Rattling Stick
Director: Ringan Ledwidge
Editor: Sam Snead
Post-production: Speade
Audio post-production: Wave
Exposure: National TV, press, poster, online

THE LOWDOWN

Orange is putting £9 million behind a campaign to promote its broadband and mobile packages.

The campaign introduces the new umbrella strategy "togetherness", which aims to encourage people to keep in touch with each other throughout the year. The campaign, which comprises a 40-second execution, plus a 20-and two ten-second cutdowns, features two animated characters, created by Aardman Animations.

The wind-up creatures, which are stuck together, walk through towns, encountering people. When they stop, people have to wind them back up so they can continue on their way, keeping their "togetherness" going. The campaign will be backed by print, online and outdoor executions.

The "togetherness" idea will be used in future campaigns to raise awareness of Orange's animal packages, as well as promote new and existing products.

SONY ERICSSON - WALKMAN WORLDS
CREDITS
Project: Walkman worlds
Clients: Jo Coomber, senior campaign manager; Martin Lundin, head of
digital marketing, Sony Ericsson
Brief: Walkman phones have the power to transform your mood, wherever,
whenever
Creative agency: Dare
Writer: Yasmin Quemard
Art director: Matt Firth
Planner: Rebecca Mackenzie
Media agency: MEC Interaction
Designers: Hayley Watchorn, Caco Vaccaro
Exposure: Online

THE LOWDOWN

Dare has created a new digital campaign for Sony Ericsson to promote its range of Walkman phones.

The campaign uses the new branding device, created by the brand consultancy Wolff Olins, based on the "I (Love) New York" logo. Each banner ad carries the new device with variations such as "I (logo) it loud" and "I (logo) queuing" followed by the strapline: "I (logo) music."

The banner ads click through to the website, which aims to show how different music affects the world around you. In the centre of the site is a revolving world containing the new Walkman phones. When users select a phone, its features are displayed, the scenery changes and a dancing figure changes its dance moves in time with the music.

HEART FM - FEELGOOD
CREDITS
Project Feelgood
Client Barnaby Dawe, managing director, Heart FM
Brief Build Heart FM into a lifestyle and entertainment brand reaching
beyond radio
Creative agency Clemmow Hornby Inge
Writer Tom Skinner
Art director Rick Standley
Planner Cat Wiles
Media agencies Starcom, Naked Inside
Media planners Shelley Cook, Andy Griffin
Production company Thomas Thomas
Director: Jim Gilchrist
Editor: Final Cut
Post-production: Big Buoy
Audio: post-production Wave
Exposure: Regional TV, cinema

THE LOWDOWN

A red hula-hoop represents a metaphor for the "feelgood factor" in the new Clemmow Hornby Inge campaign for Heart FM.

Unusually for a music-related brand, the ad begins in relative silence, as a hula-hoop rolls along a deserted city street. The hoop is then picked up by a young woman, strolling along listening to a portable radio. As she continues on her walk, at the same time giving an impressive hula display, she begins to pass more and more people who are also swinging hoops. At the end of the ad, the hula-hoops morph into hundreds of hearts.

Heart FM is using the campaign to help build it from being just a radio station to a lifestyle and entertainment brand. It is backing the campaign with below-the-line activity, including hula-hoop masterclasses.

HOMEBASE - MAGICAL TRANSFORMATION
CREDITS
Project: Magical transformation
Client: Ajay Kavan, marketing director, Homebase
Brief: Ensure everyone knows that Homebase has everything you need to
transform your house into a home this Christmas
Creative agency: Abbott Mead Vickers BBDO
Writer: Gary Walker
Art director: Huw Williams
Planner: Kit Fordham
Media agency: MindShare
Media planner: Simon Lonsdale
Production company: Great Guns
Directors: Who?
Editor: John Smith at The Whitehouse
Post-production: Glassworks
Audio post-production: Wave
Exposure: National TV

THE LOWDOWN

In order to boost sales in the run-up to Christmas, Homebase is launching a TV campaign that positions it as the one-stop shop to "make your house a home" in time for the holidays.

The spot, created by Abbott Mead Vickers BBDO, follows a group of animated orange spheres that whirl around a family home to the song Bibbidi-Bobbidi-Boo from Disney's Cinderella. To the amazement of the family dog, the balls fly through the chimney and adorn the house with Christmas gifts and decorations. The spot ends when the dog barks and the balls fly off down the garden path.

Homebase will be looking to improve on last year's Christmas sales, which contributed to a 3 per cent fall over the final quarter.

O2 - NOVEMBER FREE SIM FOR YOUR MATES CAMPAIGN
CREDITS
Project: November free SIM for your mates campaign
Client: Christina Draper, consumer brand manager, O2
Brief: Promote the free SIM and free text offer to pre-pay customers
Creative agency: Archibald Ingall Stretton
Writer: Gary Williams
Art directors: Sarah Harris, Steve Stretton
Designer: Jon Biggs
Exposure: 500,000 O2 pre-pay customers

THE LOWDOWN

O2 is looking to increase loyalty among its pre-pay customers with an SMS and e-mail campaign.

The activity, developed by Archibald Ingall Stretton, has been sent to 500,000 pre-pay customers. It offers them the chance to win SIM cards to give to their mates.

The animated e-mail shows a picture of a bar on a city street. Underneath, text reads: "With four free SIMs and 500 free texts each, it costs less to all end up at the same party this Christmas." Customers receiving the e-mails are invited to submit the names of four friends to receive the chance to win free SIMs and texts.

DOMINO'S PIZZA - THE MELTDOWN
CREDITS
Project: The Meltdown
Client: Robin Auld, head of marketing, Domino's Pizza
Brief: Launch the new Domino's Meltdown pizza - three levels of heat
Creative agency: Team Saatchi
Writers: Daniel Headey, Mike Middleton
Art director: Mike Middleton
Planner: Tom White
Media agency: BLM
Media planner: Chris Armond
Production company: Vermilion
Director: Bill Scarlet
Exposure: National TV

THE LOWDOWN

Team Saatchi's current ad for Domino's Pizza promotes its latest product innovation, the Meltdown, which is available in three degrees of spiciness.

The ad features the two flatmates who were introduced in Domino's World Cup campaign to publicise its Football Fanatic pizza.

The ad begins with one character, Bernard, tempting the other, John, with a level three pizza. In a show of macho braggadocio, he casually opens the box, only to have his arms and face burnt by a torrent of flames.

In the first 24 weeks of 2006, the company increased its pre-tax profits by 24.5 per cent to £6.3 million.

CARBON TRUST - SCHOOLS CAMPAIGN
CREDITS
Project: Carbon Trust schools campaign
Client: Carbon Trust
Brief: Encourage schools to use less energy
Creative agency: Tequila\London
Writer: Richard Horne
Art director: James Fairburn
Planner: Allan Fraser-Rush
Photographer: Mike Carsley
Retoucher: Ian Alwis
Exposure: Direct mail to head teachers and school bursars, education
press

THE LOWDOWN

The Carbon Trust is using a DM campaign to encourage schools to cut their energy bills by saving energy.

The mail arrives in a standard brown envelope with a school photo inside. However, the picture shows a class of schoolchildren all grown up, dressed in the appropriate attire for their aspirational jobs.

In front of the pupils is a board with the words: "Invest more in your students' future."

A letter explains how Carbon Trust can help schools reduce their energy bills, and offers them a free site survey to determine where they can make savings.

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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).