The Work: New campaigns - UK

Project: Honda live
Client: Harry Cooklin, marketing communications manager (cars), Honda UK
Brief: Find a unique media property and creative solution to support and
underpin the key message for the launch of the Accord
Creative agency: 4Creative
Writer: James Springall
Art director: Craig Hanratty
Media agency: Starcom
Media planner: Laura Nice
Production company: North One
Director: Tim van Someren
Exposure: Channel 4 and Channel 4+1, 29 May


On 29 May, Honda will launch the first ever British commercial broadcast live from start to finish over an entire three-minute ad break.

In keeping with the brand's positioning of "difficult is worth doing", the ad by 4Creative will show 19 skydivers jumping out of a plane over Madrid spelling out the word "Honda".

Special permission has been obtained from the BACC for the ad, with rehearsals having taken place earlier this week in Lillo (home to the International School of Parachuting) and Madrid, and an unbranded teaser campaign on-air and in print in the UK to alert people to the ad break.

The ad, which will be shown during the break of Come Dine With Me on Channel 4, will be introduced by a voiceover and an on-screen prompt.

The stunt was arranged by 4Creative, Channel 4's strategic sales department, and the production company North One. It is the final precursor to the new Honda brand ad by Wieden & Kennedy, which also features skydiving and breaks on 1 June.

Project: Online script project animation
Client: Kirsi Stewart, communication manager, Sony Europe
Brief: Draw the online script project to a close by bringing the story
to life online
Creative agency: Dare
Writer: n/a
Art directors: Matt Firth, Vicky Ghose
Planner: Elaine Miller
Production company: Sherbet
Designer: Laurie J Proud
Exposure: Online


As part of an integrated campaign for Sony Vaio, Dare has created the "online script project", which invites the public to continue a script started by John Malkovich.

In response, Sony received more than 800 written submissions from users, and a shortlist was sent to Malkovich to select three winners.

The winning scenes are part of a full script that Dare has published on the Sony Vaio site and brought to life by an animated film directed by Laurie J Proud.

The film, which will be seeded online this week, tells the surreal story of a girl who wakes up on a snowy morning to a day full of surprises. After viewing, the film users have the option to go to the Vaio site to find out more about its technology and products.

Project: Olympians
Client: Martin Stead, brand director, EDF Energy
Brief: Sport has the power to inspire people to fulfil their potential
and fight for a better future
Creative agency: Euro RSCG
Writer: Dominic Gettins
Art director: Jamie Colonna
Planner: Cameron Hughes
Media agency: MPG
Media planner: Kelly Parker
Production company: Feel Films
Director: Benito
Editor: Andy McGraw
Post-production: The Moving Picture Company
Audio Post-production: Angell Sound
Exposure: TV, radio, online


EDF Energy has launched a new campaign ahead of its sponsorship of the 2012 Olympics, featuring former champions and future hopefuls.

The 40-second ad unites the issue of climate change with the personal challenge athletes face in overcoming the odds to win.

Directed by Benito, the ad cuts between former champions past and present. Reflecting on their halcyon days, they talk about the scale of their achievements and what it means to them looking back.

The ad then draws the connection between them overcoming massive odds with the challenge of climate change. Encouraging viewers, it pushes the microsite that urges people to join the call to action.

The ad is the follow-up to EDF's "it's not easy being green" ad that launched earlier this year, and is supported by a radio campaign and digital work.

Project: Blank canvas
Client: Mark Simpson, director of marketing communications, Ford Europe
Brief: Deliver a pan-European multimedia campaign for the Ford Kuga
Creative agency: Ogilvy Advertising London and Stockholm
Writers/art directors: Bjorn Persson, Richard Baynham, Paul Miles, Adam
Planner: Stephen Wallace
Media agency: MindShare
Production company: MJZ
Director: Nicolai Fuglsig
Post-production: Final Cut
Exposure: TV


Ford used the Champions League final to launch a TV campaign for its four-wheel drive "crossover" car Kuga.

The ad, created by Ogilvy Advertising, was directed by Nicolai Fuglsig, who was behind the Sony "balls" and Guinness "tipping point" ads.

The campaign, "blank canvas", which runs until December, shows a town waking up to a world with the colour removed. The voiceover says: "Why do we have to follow the same old design rules? Imagine if we could start again with a blank canvas." As it does so, a blue Kuga drives through the town, turning heads on its way.

The ad is supported by press executions and an online campaign and microsite from Wunderman.

Project: Compact
Clients: Sue Clague, commercial director, and Gail Newport, marketing
manager, Pretty Polly
Brief: Launch Pretty Polly's Love Legs cosmetics range
Creative agency: Beattie McGuinness Bungay
Writer: Julia Martens
Art director: Jade Trott
Planner: Aimee Luther
Media agency: Goodstuff
Media planners: Lucy Wilkins, Danni Mohammed
Production company: HSI
Directors: Rankin, Chris Cottam
Editor: Gareth McEwen, The Whitehouse
Post-production: The Mill
Audio Post-production: 750mph
Exposure: National TV, cinema


Pretty Polly's first TV/cinema campaign in six years, created by Beattie McGuinness Bungay, promotes the launch of its Love Legs cosmetics range.

The cinema ad, directed by Rankin, broke during the launch of the movie Sex And The City.

It opens with a close-up of a pair of bare female legs emerging from a giant make-up compact that resembles a huge clamshell. The woman goes on to apply Love Legs cosmetics before putting on lingerie, a dress and high heels.

The campaign is supported by a press ad, which launched earlier this month, shot by Rankin. It will appear in women's magazines.

Project: 100 years of plain good adventures with Bournville
Client: Sandie Dilger, brand manager for Bournville, Cadbury
Brief: Reignite love for the brand among its core audience, 45+ male
Creative agency: RPM
Writer: Tim Jones
Art director: Neil Hooper
Media agency: Starcom
Media planner: Howard Watson
Illustrator: Keith Page
Retouching: RPM
Exposure: National press


Advertising's nostalgia-fest continues with this new adventure-comic-style print campaign to celebrate Bournville's centenary.

The ads, created by RPM, will target men over 45 years old and carry the tagline: "100 years of plain good adventures with Bournville."

One of the main objectives is to reignite the love for the brand among old-school Bournville lovers.

Ads will be placed in The Mail on Sunday, The Daily Telegraph, The Sunday Telegraph and The Daily Mirror over seven weeks, culminating on Father's Day on 15 June.

Project: UK launch
Client: Linda Vidal, marketing controller, Isklar
Brief: Launch Isklar mineral water and introduce the brand's glacial
Creative agency: Hooper Galton
Writer/art director: Martin Galton
Planner: Olivia Johnson
Media agency: MPG
Media planner: Emerson Bramwell
Production company: Believe
Director: Anthea Benton
Editor: Amanda James, Final Cut
Post-production: Smoke & Mirrors
Audio Post-production: Jungle Group
Exposure: National TV, press


Isklar, the Norwegian mineral water brand, has launched in the UK with a TV and press campaign by Hooper Galton.

In the 30-second TV ad, an ice woman demonstrates the water's glacial origins. The ice woman initially appears to be sparkling inside a large block of ice but is then seen spinning and pirouetting between the icy outcrops. In a close-up of her eyelashes, a droplet of water falls to the ground, symbolising the purity of Isklar. Finally, she jumps and transforms into the Isklar bottle. A female voiceover closes the ad, with the line: "Isklar: pure glacier."

Two single-page press executions provide the back-story of the ice-woman's life in the icy landscape of Hardanger in Norway. These will appear in a range of lifestyle titles and Sunday supplements.

The campaign breaks on 2 June.

Project: Liverpool ONE store opening
Client: Gill Barr, marketing director, John Lewis
Brief: Let people know and get excited about the opening of their new
John Lewis - excited enough to want to come and have a look as soon as
Creative agency: Lowe London
Writer: Diccon Driver
Art director: Al Wilson
Planner: Tracey Follows
Media planning/buying: Manning Gottlieb OMD
Photographer: Dan Tobin-Smith
Typographer: Dave Towers
Exposure: Press


Lowe has created an advertising campaign for John Lewis' launch in the new shopping centre development Liverpool ONE. The campaign aligns famous Liverpool roads with products available in store.

Running across press, outdoor and digital, the campaign shows a vast array of John Lewis products laid out to represent streets in Liverpool. They include Cooks Road, Princess Way and Lime Street. Lime Street is made entirely from lime-coloured products; Cooks Road is made up of products available in the kitchen department of the new store, while Princess Way includes an assortment of female beauty, fashion and home products.

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