The Work: New Campaigns - UK

SONY - FOAM CITY
CREDITS
Project: Foam City
Client: James Kennedy, general manager, Sony Marketing Communications
Europe
Brief: Unite Sony's digital camera brands under one umbrella campaign
Creative agency: Fallon London
Writers/art directors: Samuel Akesson, Tomas Mankovsky
Planner: Heidi Hackemer
Media agency: OMD
Media planner: Rupert Holroyd
Production company: HLA
Director: Simon Ratigan
Editor: Bruce Townend, The Quarry
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: TV

THE LOWDOWN

After months of online chatter, Fallon has unveiled "Foam City", its new campaign for Sony.

The 90-second ad, which promotes the company's latest Handycam and Cyber-shot ranges, shows Miami deluged in foam (460 million litres-worth, to be exact).

Wading through the bubbles, we see the 200-plus Miami residents who have been invited to enter "Foam City" armed with cameras and taking snaps of the surroundings.

The ad, which features piano music by Warren Ellis of Nick Cave and the Bad Seeds fame, ends with the line: "images.like.no.other."

The ad breaks in the UK on 1 May, while an accompanying digital campaign focuses on the technologies of the new camera ranges.

BUDWEISER - TRUE DEDICATION
CREDITS
Project: True dedication
Client: Vicki Kipling, marketing director, Anheuser-Busch (Europe)
Brief: Encapsulate Budweiser's passion and dedication
Creative agency: Fallon London
Writers/art directors: John Allison, Chris Bovill
Planners: Stephanie Newman, Gareth Goodall
Media agency: Anheuser-Busch Media Group Europe
Media planner: Richard Hirst
Production company: 2AM Films
Director: Harmony Korine
Editor: Leo Scott, Speade
Post-production: The Mill
Audio Post-production: Jungle
Exposure: TV

THE LOWDOWN

"True dedication", which marks Fallon's first campaign for Budweiser since winning the account last year, is part of an overall strategy from the beer brand that recognises people's commitment to their hobbies.

The new ad features a group of musicians who create their own versions of the famed 60s instrumental Popcorn and the 80s hit Push It by Salt-n-Pepa.

Directed by Harmony Korine, who wrote the screenplay for the movie Kids, the ads will target young adults and will be followed by cinema spots in June.

The print campaign will carry a similar theme and feature musicians from the television ad. It will also run across outdoor, Tube and experiential marketing, with direct marketing by KLP and Cubo, and digital by Jigsaw and Hyper.

SHREDDIES - KNITTING NANAS
CREDITS
Project: Knitting nanas
Client: Ronnie Parry, marketing director, Cereal Partners UK
Brief: Ingeniously designed for the taste everyone loves
Creative agency: McCann Erickson
Writer: John Hurst
Art director: Carole Davids
Planners: Christine Surette, Dipti Bramhandkar
Media agency: MindShare
Media planner: Chris Gough
Production company: Upstart
Director: Harald Zwart
Editor: Nick Diss
Post-production: Absolute
Audio Post-production: 750mph
Exposure: Nationwide TV

THE LOWDOWN

The Shreddies' knitting nanas return with four new ads, following their introduction to audiences last year.

We once again see them hard at work at the factory frantically "knitting" the cereal, each of which, they insist, needing "nana's touch".

Viewers are then introduced to Charles, the head of quality control (and office stud), whose responsibility it is to ensure every Shreddie is up to standard.

The factory falls silent as he pours the milk and samples the cereal. When he gives it the thumbs up, there is jubilation and the nanas continue their work.

The campaign breaks this week and is supported by press and outdoor. It also drives fans to the microsite knittedbynanas.com.

WOOLWORTHS - JACKIE CHAN
CREDITS
Project: Jackie Chan
Client: Tony Holdway, head of brand communications, Woolworths
Brief: Launch the Worthit! kids' clothing range
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Matt Waller, Dave Monk
Planner: David Murray
Media agency: ZenithOptimedia
Media planner: Darren Guy
Production company: HSI
Director: Declan Lowney
Editor: Julian Tranqueille
Post-production: The Mill
Audio Post-production: Jungle
Exposure: TV

THE LOWDOWN

Kung fu hero Jackie Chan follows Kelly Osbourne, Rolf Harris and Darth Vader as the latest celebrity to feature in Woolworths' sitcom-style TV campaign.

The ad once again opens in the home of Wooly the sheep and Worth the dog, whose latest famous visitor is shocked to discover the furry pair naked.

Keen to rectify the situation, Wooly rushes off to Woolworths to buy some clothes from the Worthit! range, but something else in the aisles catches his eye.

Meanwhile, back at the house, Worth winds-up Chan by quoting the famous Karate Kid phrase "wax on, wax off", to which Chan responds: "I wasn't in that one."

Wooly then returns, decked out in a WWE wrestler's outfit and ready to take on the martial arts master.

O2 - WE'RE BETTER, CONNECTED
CREDITS
Project: We're better, connected
Client: Richard Murfitt, head of advertising, O2 UK
Brief: Launch the new brand line, "We're better, connected", in an
uplifting and inspiring way
Creative agency: VCCP
Writer: Team VCCP
Art director: Team VCCP
Planners: Charles Vallance, Sophie Maunder-Allan
Media agency: ZenithOptimedia
Media planner: Joe Lunn
Production company: Rokkit London
Directors: Matthew Cullen, Grady Hall
Editor: Motion Theory
Exposure: National TV, outdoor

THE LOWDOWN

O2's latest ad by VCCP is part of a £5 million brand "refresh" strategy.

The 60-second TV spot opens underwater with two organisms creating a bubble that travels into a surreal world. This motif takes us on a journey where connections are made: from couples at a restaurant, to a child connecting with her toys and the world they inhabit.

The new strategy is based around the premise that "a more connected world is a better world", and on the idea that "everything starts with a connection".

AUTO TRADER - UNDERWATER
CREDITS
Project: Underwater
Client: Matt Thompson, marketing director, Auto Trader (Trader Media
Group)
Brief: Publicise Auto Trader's multiplatform formats for providing
unparalleled car expertise
Creative agency: Hurrell Moseley Dawson & Grimmer
Writers/art directors: Shaun McIlrath, Steve Dunn
Planner: Jamie Inman
Media agency: MediaCom
Media planner: Dan Sear
Production companies: SpecialGuest, 1st Ave Machine
Director: Aaron Duffy
Exposure: National TV

THE LOWDOWN

In an attempt to dispense with the stereotypes of sheepskin coat-wearing car dealers, Hurrell Moseley Dawson & Grimmer's second spot for Auto Trader takes us into a surreal underwater world.

In the deep sea of Auto Trader land, seatbelts and door locks look like seaweed, cars float through the water and hub caps resemble crabs crawling across the sea floor.

A voiceover tells us that Auto Trader land is a "far from ordinary land" where the best new and used cars can be found. "Isn't that the cat's pyjamas?" it asks.

The ad is supported by online, radio and retail ads, all using the strapline: "The world of cars made easy."

BBC RADIO 1 - MEET THE DJs
CREDITS
Project: Meet the DJs
Client: James Wood, head of marketing, BBC Radio 1 and BBC 1Xtra
Brief: Publicise the two stations' variety of DJ personalities
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Media agency: MPG
Production company: Intro
Directors: Intro, Agency Republic
Editors: Joe White, Rollo Wenlock
Post-production: Joe White, Rollo Wenlock
Exposure: Cinema

THE LOWDOWN

Agency Republic's "meet the DJs" campaign for BBC Radio 1 builds on existing TV trails, press and digital ads with an indulgent four-minute cinema trailer.

The spot, which launches this month, features a number of the station's top DJs, including Steve Lamacq, Jo Whiley and Judge Jules. Each talk about themselves and their speciality as DJs.

The ad features set rehearsals that, over the course of the four minutes, lead up to a "banging" climax that highlights the station's commitment to radio diversity.

The ad will run across Cineworld, Odeon and Empire cinemas nationwide.

VOLKSWAGEN TOUAREG - GETS YOU TO UNUSUAL PLACES
CREDITS
Project: Gets you to unusual places
Client: Sally Chapman, communications manager, Volkswagen UK
Brief: Communicate the awesome capability and tasteful styling of the
Volkswagen Touareg
Creative agency: DDB
Writer: Dylan Harrison
Art director: Feargal Ballance
Planner: Leo Rayman
Media agency: MediaCom
Media planner: Louise Wilmott
Photographer: Ben Stockley
Exposure: Press

THE LOWDOWN

DDB's previous ad for Polo featured the gregarious singing dog that shivered when not safely inside his car.

This latest press work on the Volkswagen Touareg continues in a similarly surreal vein. In it, the car appears in the most unusual of places, much to the surprise of those who come across it.

In one ad, the car appears in an office to greet an overnight cleaner. In another, it appears in a meat freezer, while a third sees it turn up in a kitchen.

The campaign aims to convey the versatility of the Touareg, while avoiding the cliches of 4x4 advertising, such as muddy hillsides and fast-flowing rivers.

The online campaign that accompanies the printed publicity will see the ads appear as video pre-rolls and as multiple-purpose units.

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