The Work: New Campaigns - UK

Project: Anchor, the free-range butter company
Client: Lorraine Crowe, senior brand manager, Arla Foods
Brief: Communicate that Anchor is the only butter brand made with
free-range milk
Creative agency: CHI & Partners
Writer: Ed Edwards
Art director: Dave Masterman
Planner: Ben Southgate
Media agency: Carat
Media planner: Greg Paterson
Production company: HLA
Director: Simon Ratigan
Editor: Bruce, The Quarry
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


Arla Foods is repositioning Anchor as a free-range product and backing it with a £3 million TV campaign.

Created by CHI & Partners, the execution is designed to trigger people's memories of the classic "buttercup test" from yesteryear, while also highlighting the new product positioning to customers.

It begins with a girl picking a buttercup and holding it under her chin to see if her skin glows yellow, just like the classic test. She then passes it on to a boy who holds it under his own chin, before handing it to a woman in a car.

The flower is then passed from person to person until a man on a bus hands it to an attractive girl who is giving him the glad eye.

Project: Slip
Client: Xbox
Brief: Master your environment
Creative agency: AKQA
Writer: James Hilton
Art director: James Hilton
Production company: Partizan
Director: Barney Howells
Editor: Adam Marshall, The Whitehouse
Post-production: Fasa Oyibo, Golden Square
Designer: Kevin Russell, AKQA
Sound: design Andrew Sherriff, Adelphoi
Exposure: More than one million gamers across EMEA, seeded throughout
the Xbox community and YouTube


A gravity-defying free-runner describes his thoughts and emotions as he runs around London, in the latest work for the Xbox 360.

Created by AKQA, the 60-second film, which can be found at, is designed to build on the theme of "master your environment". The initiative was launched last month through a McCann Erickson poster campaign.

The film, whose first shot is actually the image from the poster, leads to a website promoting three games for the console that all require the user to "master their environment". The execution was filmed with four high-definition cameras attached to the runner to bring the viewer even closer to the action.

Project: Mobile phone theft
Clients: Emma Stranwick, deputy head of marketing; Emma Roberts, senior
marketing manager, Home Office
Brief: Inform 16- to 24-year-olds that stolen mobiles can now be blocked
within 48 hours
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Diccon Driver (print, outdoor)
Art director: Alan Wilson (print, outdoor)
Planner: Megan Thompson
Media agency: MindShare
Media planner: Mark Murray Jones
Typographer/designer: Paul Belford
Exposure: Press, outdoor, online


Rainey Kelly Campbell Roalfe/Y&R has created two poster campaigns for the Home Office as it attempts to dissuade people from buying stolen mobile phones.

The two executions, which are illustrated in ascii art (a series of xs, dots and dashes), are aimed at 16- to 24-year-olds and use frank and direct messages to get their attention.

The most visually arresting is "finger", which shows the middle finger of a hand sticking into the air. The text reads: "Whenever your stolen mobile stops working. Don't worry. We're sure you'll get a refund."

"Angel" has a mobile phone with angel wings attached floating heavenwards. The text reads: "How do you become a victim of a mobile phone theft. Buy a mobile phone. Stolen mobiles can now be blocked within 48 hours."

Each execution ends with the line: "Are you getting the message?"

AA - AA TEAM 2007
Project: AA Team 2007
Client: David Tyers, head of marketing, AA Insurance
Brief: AA Insurance TV 2007
Creative agency: Rapier
Writer: David Prideaux
Art director: Kevin Bratley
Planners: Max Wright, Henry Nash
Media agency: PHD
Media planner: Amanda Littlewood
Production company: Mustard
Director: Chris Mudge
Editor: Joe Parsons, The Whitehouse
Post-production: Framestore CFC
Audio Post-production: Zoo
Exposure: National TV, with below-the-line support


The AA Team are back, but this time they've gone amateur ballroom, in Rapier's latest ad for the company's insurance business.

As a man waltzes his partner around the floor in a school hall, he tells her that the reason there are besuited people using laptops sitting around the side of the dance floor is because they are checking more than 20 websites to find him his cheapest car insurance. A pair from the team then waltz over to the dancers and inform them of the deal they have secured.

The spot ends with a woman asking one of the AA Team if he can do a pasa doble, to which he responds: "Is that a 1.6 or a 1.8?"

Project: Indesit Moon
Client: Indesit
Brief: Communicate the launch of the Indesit Moon washing machine,
highlighting its iconic design and innovative technology
Creative agency: Ogilvy
Writer: Stefano Schedoni
Art director: Flavio Martucci
Planner: Erica Dellago
Media agency: Carat
Media planner: Laura Nice
Production companies: 1 AVE Machine USA, Enormous Films
Directors: Avid Palop, Serge Patzak, Riccardo Paoletti
Editor: Michele Leone
Post-production: XLR8
Audio Post-production: Mach 2
Exposure: National TV


Indesit wants us to believe that the day when man and machines live together in harmony is upon us - because of the launch of its latest washing machine, the Indesit Moon.

The company has invested £2 million in an advertising campaign based around a 30-second TV ad created by Ogilvy Advertising.

Backed by New Order's Hey Now What You Doing?, the execution shows robots interacting normally with human beings, whether walking down the street or enjoying a cup of coffee.

As the action plays out, the words "One day, man and machine will live in perfect harmony" flash across the screen, followed by "that day has dawned" as a woman washes her smalls using her new Moon washing machine.

Project: There's nowhere to hide
Client: Peter Kirk, TV licensing marketing manager, BBC TV Licensing
Brief: Communicate that TV Licensing is closing in on licence evaders
Creative agencies: Abbott Mead Vickers BBDO, Proximity London
Writers: Barney Ashton, Jason Fretwell (AMV); Andy Hepburn, Jacqueline
Cohen (Proximity)
Art directors: Matt Ryan, Colin Jones (AMV); Jason Fletcher, Blair
Harvey (Proximity)
Planner: Hazel Reed
Media agency: PHD
Photographer: Gary Simpson
Exposure: DM, posters


BBC TV Licensing is reinforcing its omniscient presence in a new campaign by Abbott Mead Vickers BBDO.

A set of print executions warn the public that the BBC's database is leading to TV licence evaders being tracked down and targeted in their homes.

They use state-of-the-art graphics to produce images of semi-transparent houses with the silhouettes of the families watching television within.

The press executions are supported by direct mail produced by Proximity London, which will warn all unlicensed homes that TV licensing officers will be operating in their area.

Project: Wind of change
Client: E.ON UK
Brief: Introduce E.ON to the British public as the force behind changing
the nation's energy for the better
Creative agency: TBWA\London
Writer/art director: Danny Brooke-Taylor
Planner: Tom Morton
Media agency: Initiative
Media planner: Max Lucas
Production company: HSI
Director: Andy Lambert
Editor: Bill Smedley, Work
Post-production: The Mill
Audio Post-production: Grand Central
Exposure: National TV, press, poster, idents


E.ON, the UK's largest integrated electricity and gas company, is attempting to change its business for the better. It has invested millions of pounds in an ad campaign, created by TBWA\London, that eschews the usual strategy of enticing customers by price promotions and incentives.

Instead, it attempts to inform viewers about how the energy is produced, how it is consumed and how it can be preserved.

"Wind of change", the first of two ads, is a 60-second spot that features a sleepy British coastal town being invigorated by a gust of energetic and optimistic wind that lifts the spirits of everyone it breezes over.

The work will be backed by extensive print advertising and a set of idents backing ITV national weather reports.

Project: Rhythm of lines
Clients: Eve Thomas, product communications manager; Chris Hawken, brand
communications manager, Audi
Brief: Launch the Audi A5
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Adrian Rossi, Alex Grieve
Planner: Rachel Hatton
Media agency: MediaCom,
Exposure: Press, posters


Following on from Bartle Bogle Hegarty's recent "rhythm of lines" TV work for Audi, the agency has created three poster executions that will run across the UK.

The TV work was designed to illustrate the lines and contours of the car, a visual idea that is continued in the print work. Three separate executions show the car in different stages of movement, with pencil lines swirling out from the contours of the vehicle.

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