The Work: New campaigns - UK

ONE TO LOOK OUT FOR - FLAKE - SUMMER RAIN
CREDITS
Project: Summer rain
Client: Phil Rumbol, marketing director, Cadbury
Brief: Reinvent the Flake Girl for the 21st century
Creative agency: Publicis
Writer: Lauren Bensted
Art director: Poppy Willcox
Planner: Wendy Lanchin
Media agency: Starcom
Media planner: Aimi Mackay
Production company: RSA
Director: Jake Scott
Editor: Jim Weedon
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV, cinema

THE LOWDOWN

Raindrops falling upwards and water droplets running backwards across sensual shots of calves, a cleavage and a pair of uncovered thighs - all backed by a reworking of a familiar tune - is the beginning of a modern take on a classic ad.

Following Mother's move to bring back Al and Monkey, Publicis has reintroduced the Flake Girl, one of Britain's best-remembered ladies of advertising (who was much sexier and less annoying than both Beattie and Prunella Scales).

This time, the femme fatale is the supermodel Alyssa Sutherland, a fair-skinned, lithe, Australian redhead, who is eating a flake in a convertible car as she gets soaked in rain.

While the beauty sensually munches her tasty treat, flakes of chocolate fall upwards into her mouth.

As the backwards spot continues, the rain stops and the sun comes out, basking the lady in a warm glow.

The idea behind the execution is to show that eating a Flake is such a pleasurable experience, even a passing shower cannot interrupt the joy of the crumbly chocolate.

ORANGE - PEOPLE ARE GOOD TOGETHER
CREDITS
Project: People are good together
Client: Rachel Macbeth, head of advertising and design, Orange
Brief: Promote Orange's pay-monthly tariffs
Creative agency: Fallon
Writers: Sam Akesson, Tomas Mankovsky
Art directors: Sam Akesson, Tomas Mankovsky
Planner: Gareth Goodall
Media agency: Initiative
Production company: Academy
Director: Frederic Planchon
Editor: Jonnie Scarlett, The Quarry
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV, press, online

THE LOWDOWN

Fallon's first work in 2007 for Orange is a continuation of the "togetherness" theme, started by its army of wind-up toys.

The £12 million campaign, which pushes its pay-monthly tariffs, aims to convey the message that Orange believes people should feel a part of all their groups of friends and family, no matter where they are, or what time it is.

Directed by Frederic Planchon, the ads show a group of friends and family revealing themselves and disappearing again behind the main character in a series of fluid movements.

It is backed with press and online activity, and is integrated with the ongoing Orange direct acquisition campaign, which is running in direct marketing channels, online and in the free commuter press.

Orange will launch additional themes aimed at pay-as-you-go and home products later in the year.

AGAINST BREAST CANCER - BREAST CANCER
CREDITS
Project: Breast cancer
Client: Pat Leathem, Against Breast Cancer
Brief: Raise awareness and get young women to check their breasts
Creative agency: Abbott Mead Vickers BBDO
Writers: Selda Enver, Shaheed Peera
Art directors: Selda Enver, Shaheed Peera
Planner: Selda Enver
Media agency: PHD
Media planners: Rocket, Carlton Screen
Production company: Gorgeous
Director: Tom Carty
Exposure: Cinema

THE LOWDOWN

The action begins in a darkened club, as a pole dancer seductively performs her sexually charged dance to a reworked version of Underworld's Born Slippy, which is slower than the original and sung by a woman.

With the dancer moving through her routine, she slowly begins to remove her clothes.

As the camera zooms in and she unclasps her bra, the viewer witnesses the results of a mastectomy: the woman only has one breast.

This is the latest cinema ad from Abbott Mead Vickers BBDO for the breast cancer charity Against Breast Cancer.

FLORA - RUNNER, SCAN
CREDITS
Project: Runner, scan
Client: Matthew Hill, vice-president of brand development, Flora
Brief: Brand on a mission to make the world's hearts healthier
Creative agency: Bartle Bogle Hegarty
Writers: Gary McCredie, Wesley Hawes
Art directors: Gary McCredie, Wesley Hawes
Planner: Catriona Berry
Media agency: MindShare
Media planner: Rob Smithson
Production company: Rogue Films
Director: Sam Brown
Editor: Ben Hampshire, The Mill
Post-production: The Mill
Exposure: National TV

THE LOWDOWN

The latest Flora campaign by Bartle Bogle Hegarty is backed by a whopping marketing spend of £20 million and aims to convey the importance of consumers looking after their hearts.

Heart disease is the world's biggest killer, and 70 per cent of people's hearts are not as healthy as they could be.

Through two films, "runner" and "scan", the ads attempt to explain why people should not take their hearts for granted.

Both use the same format, uninterrupted film footage - the former features a man jogging; the latter shows an ultrasound image of an unborn baby whose heart is beating - while a voiceover highlights the reasons why the heart is at the centre of what makes people who they are.

HALIFAX - THINK
CREDITS
Project: Think
Client: Steve Griffiths, head of mainstream marketing, Halifax Bank of
Scotland
Brief: Celebrate the Halifax brand
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Jackie Steers
Art director: Ira Joseph
Planners: Fern Miller, Richard Warren
Media agency: Vizeum
Media planner: Paul Hutchison
Production company: Blink Productions
Directors: Blue Source
Editor: Adam Spivey, Speade
Post-production: Framestore CFC
Exposure: National TV

THE LOWDOWN

In another continuation of the Halifax singing employees ads, the campaign has gone for a touch of soul.

This time around, Delaney Lund Knox Warren & Partners has picked Natalie Webster from Sheffield, who will sing about the benefits of the bank's high-interest current account to the tune of Aretha Franklin's Think.

The execution was shot over seven days in Johannesburg and included more than 300 extras with 70 trained dancers.

Natalie, 29, is a banking and savings advisor at Halifax's Sheffield high street branch, and has worked for the bank for five years.

ORANGE - MICHAEL MADSEN ORANGE GOLD SPOT
CREDITS
Project: Michael Madsen Orange Gold Spot
Client: Rachel Macbeth, head of advertising and design, Orange
Brief: Continue the Gold Spot theme
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Initiative
Media planner: Jane Wolfson
Production company: Epoch
Director: Stacy Wall
Editor: Sam Sneade
Post-production: Glassworks
Audio Post-production: 750mph Exposure Cinemas nationwide

THE LOWDOWN

Orange's first cinema ad since it renewed its Gold Spot deal features the Reservoir Dogs actor Michael Madsen.

Madsen takes on the role of the Phone-Box Killer in the 65-second ad. His plans are disrupted by the Orange Film Board who claim phone boxes are "so 19th century".

As the film board, the leader of which is called Mr Orange, persuade him to contact his victims using an Orange mobile video call service, Madsen pleads with them that the plan is flawed because his victim will know what he looks like. The ad ends with him making a video call to his victim as three police cars screech to a halt next to him.

The spot, created by Mother, is the latest in the four-year long "film funding board" series, which reminds people to turn off their phones before films begin.

SKODA - SKODA ROOMSTER ONLINE LAUNCH SUPPORT
CREDITS
Project: Skoda Roomster online launch support
Client: Mary Newcombe, head of marketing, Skoda
Brief: Support the launch of the new Skoda Roomster and drive interest
in the new model
Creative agency: Archibald Ingall Stretton
Writer: Spencer White
Art director: Andy O'Carroll
Media agency: MediaCom
Media planner: Ben Poole
Designer: Leroyson Figueira
Exposure: Websites including The Independent, Telegraph Online, MSN Cars
and AOL

THE LOWDOWN

Skoda has launched a £50,000 online campaign to support its "Skoda. Manufacturer of happy drivers" positioning.The execution, through Archibald Ingall Stretton, features a car with a misted-up window and the line: "Draw whatever makes you happy." Users can move an icon, in the shape of a hand with an outstretched finger, around the window and trace their own words or pictures.

A window button then appears allowing them to clear the drawing and is replaced with an image of the new Skoda Roomster and the line: "Click to go to a happy place," which links to the Skoda website.

DANEPAK - FAMILY FARMS
CREDITS
Project: Family farms
Client: Fiona Clayton, brand development manager, Danepak
Brief: Position Danepak as a high-quality brand
Creative agency: Hooper Galton
Writer: Martin Galton
Art director: Martin Galton
Planner: Olivia Johnson
Media agency: Edwards Groom Saunders
Media planner: Pete Edwards
Photographer: Harry Borden
Photographer's agency: Bonakdar Cleary
Exposure: National posters, magazines

THE LOWDOWN

Danepak is attempting to project a more homespun, friendly feel with its first ad campaign for five years.

Hooper Galton's campaign, its first for the brand, features several press executions depicting Danepak farms as family concerns where everybody gets involved.

Each execution carries the line "From the family farms of Denmark" and use images that are designed to look like family snaps, complete with hand-written captions.

In "pregnant", the poster shows the image of a pregnant woman and the caption says: "The farm is doing so well so we decided to staff up."

The campaign, which is designed to address UK shoppers' concerns over where their food comes from, will run in publications including The Sunday Times' Style magazine, BBC Good Food and Olive magazine. It will also appear on six- and 48-sheet posters.

LAND ROVER - FORTUNE-TELLER
CREDITS
Project: Fortune-teller card launch campaign for Land Rover Freelander 2
Client: Serge Sergiou, CRM and internet manager, Land Rover UK
Brief: Generate interest and test drives for the Land Rover Freelander 2
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: John Spinks
Art director: Chris Jones
Planner: Caroline Parkes
Exposure: National direct mail

THE LOWDOWN

The art of tarot-card reading is the idea behind the latest DM campaign for the launch of Land Rover's Freelander 2, by Craik Jones Watson Mitchell Voelkel.

Every pack contains a set of 12 cards, each focusing on a different appeal of the new marque, such as the "strength" card, the "power" card and the "wild" card. They are designed to tell the future - a free test-drive.

A leaflet, explaining how the cards should be read, is also supplied. It also contains a response number and the address of a microsite.

The campaign backs the recent TV work created by Rainey Kelly Campbell Roalfe/Y&R that features a fortune-teller reading a man's cards.

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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).