The Work: New campaigns - UK

KRONENBOURG - KRONENBOURG 1664 WITH DYNAMO SYSTEME
CREDITS
Project: Kronenbourg 1664 with Dynamo Systeme
Client: Sanjay Patel, marketing manager, Scottish & Newcastle
Brief: Introduce consumers to the new Kronenbourg 1664 with Dynamo
Systeme - the lager with smaller bubbles for a smoother taste
Creative agency: M&C Saatchi
Writers: Nick O'Brien, Paloma Reed
Art directors: Nick O'Brien, Paloma Reed
Planner: Matt Willifer
Media agency: SMV
Media planner: Matt Lloyd
Production company: Milly Films
Director: Tony Kaye
Editor: Olivier Gajan
Post-production: One of Us/The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV

THE LOWDOWN

M&C Saatchi has got Tony Kaye back in the director's seat to create a TV campaign promoting Kronenbourg's new in-can widget, Dynamo Systeme.

In order to promote the new device, Kronenbourg, much like Guinness, has decided that there are little people living inside its beer, improving the taste.

But this time, rather than diminutive white Guinness men bouncing about, Kronenbourg is focusing on the small gathering of French chefs inside the new widget, who are responsible for creating "smaller bubbles for a smoother taste".

The 30- and 60-second executions open on the culinary crew chopping up, grating and mincing the bubbles to make them smaller. Once their work is done, they send the bubbles on their way.

SONY ERICSSON - C902 CYBER-SHOT PHONE - CAUGHT ON CAMERA
CREDITS
Project: C902 Cyber-shot phone - caught on camera
Client: Lennard Hoornik, head of marketing, Sony Ericsson
Brief: Launch the C902 globally and build brand attitude for Sony
Ericsson
Creative agency: McCann Erickson
Writer: Neil Clarke
Art director: Jay Philips
Planner: James Hamilton
Media agency: Mediaedge:cia
Media planner: Emma Sheehan
Production company: Blink Productions
Director: Lynn Fox
Editor: Joe Guest
Post-production: Framestore CFC
Exposure: Worldwide TV

THE LOWDOWN

McCann Erickson has created its first TV campaign for Sony Ericsson since winning the global creative account.

The campaign, promoting Sony Ericsson's C902 camera phone, opens with shots of people receiving picture messages, surrounded by objects in incongruous settings, such as bumper-cars whizzing around a library and chandeliers hanging from the roof of a petrol station, which aim to reflect the colourful images that the phone can capture.

The action then cuts to people taking photos on the phone, and in a bid to promote the phone's high-quality picture messaging, the subjects snapped by the phone are magically transported to the location of the recipient of the message.

The spot, which breaks on 16 June, ends with the strapline: "I love life captured."

DEPARTMENT OF HEALTH - QUIT SMOKING FOR YOUR FAMILY
CREDITS
Project: Quit smoking for your family
Client: Richard Chataway, senior integrated campaigns manager,
Department of Health
Brief: Position smoking as the enemy of family
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Richard Stoney
Art director: Dave Hobbs
Planner: Giles Hedger
Media agency: Mediaedge:cia
Media planner: Peter Kemp
Director: Chris Palmer
Production company: Gorgeous
Editor: Paul Watts
Exposure: TV, outdoor, press, ambient

THE LOWDOWN

The NHS is continuing its £5 million "smokefree" campaign, which highlights the fact that children are more likely to smoke if their parents do, with a new TV execution.

Created by Miles Calcraft Briginshaw Duffy, it opens on images of parents enjoying a supposedly covert cigarette in various locations outside their house, from the front doorstep to over a garden fence with their neighbour.

However, the action then cuts to a child pretending to puff on a pencil, revealing that children will still mimic their parents' behaviour regardless of where they smoke.

The ad ends with the strapline: "Smoking, don't keep it in the family."

TROPICANA SPIRIT - JUST A SPLASH
CREDITS
Project: Just a splash
Client: Nathan King, marketing manager, Tropicana Products
Brief: Launch Tropicana Spirit as a refreshing new offering from
Tropicana
Creative agency: DDB London
Writer: Chris Lapham
Art director: Deborah James
Planner: Georgina Murray-Burton
Media agency: OMD
Media planner: Angus Bannerman
Photographer: Kelvin Murray
Photographer's agency Jo Talbot and Sue Young
Exposure: Outdoor

THE LOWDOWN

Following its foray into the smoothie sector, Tropicana is launching a soft drink, Spirit, with a press campaign.

The executions, created by DDB, aim to highlight the drink's main ingredients: sparkling mineral water and "just a splash" of fruit juice.

Each ad promotes the different flavours - including orange and mango, lemon and grapefruit, and blueberry and blackberry - by featuring an image of a bowl of water with the corresponding fruits being dropped in from a height, causing water to splash everywhere.

The posters each carry an image of the bottle along with the copy: "Just a splash. Juice with lightly sparkling mineral water."

NATIONAL BLOOD SERVICE - IN ADVANCE
CREDITS
Project: In advance
Client: Caroline Osborne, head of marketing services; Gavin Evans, head
of marketing, The National Blood Service; Gill Stuart, account director;
Nicola Pinto, senior account manager, COI
Brief: Encourage blood donation
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard J Warren
Art director: Paul Hancock
Planner: Charlie Snow
Media agency: ZenithOptimedia
Media planner: Richard Shotton
Production company: Serious Pictures
Director: Peter Webber
Editor: David Webb
Post-production: The Mill
Audio Post-production: Scramble Soho
Exposure: National TV, radio, online

THE LOWDOWN

Delaney Lund Knox Warren & Partners is helping the National Blood Service to highlight just how frequently people require blood transfusions in a new TV campaign, which ditches a celebrity cast in favour of the man on the street.

The ad features people from different walks of life, such as a blue-collar worker, a father and child, and an elderly couple, each of which has needed someone else's blood.

The spot shows them enjoying daily life. However, text appears next to each person, revealing the reason why they will require a blood transfusion and the exact time and day they will need it.

The ad concludes by inviting viewers to visit the website www.blood.co.uk and type in their postcode to find their nearest blood-donation session.

VISIT LONDON - BE A FREE RANGE LONDONER
CREDITS
Project: Be a free range Londoner
Client: Martine Ainsworth-Wells, marketing director, Visit London
Brief: Encourage Londoners to discover the capital's great outdoors
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers/art directors: Dan Hubert, Amber Casey
Planner: Lucy Howard
Media agency: OMD UK
Media planner: Seeta Kalghatgi
Photographer: Dave Stewart
Retouching: company Mark Kendrick
Exposure: UK press, outdoor, online

THE LOWDOWN

Rainey Kelly Campbell Roalfe/Y&R is attempting to promote London's green spaces and tap into Londoners' inner explorer with a press and outdoor campaign for Visit London.

In a bid to encourage London's residents to "be a free range Londoner", the executions feature various people in large egg suits, sitting in picturesque locations across the capital, such as Regent's Canal and The Trafalgar hotel's roof garden overlooking Trafalgar Square.

The print campaign will be supported by radio advertising and a website, www.visitlondon.com/outdoors.

CANON - REBOUND - YOU CAN'T KEEP A GOOD FAN DOWN
CREDITS
Project: Rebound - you can't keep a good fan down
Client: Alex O'Dell, trade marketing manager, Canon
Brief: Amplify Canon's sponsorship of Uefa Euro 2008 via its partner
network
Creative agency: Grand Union
Writers/art directors: Dom Moira, Kieron Roe
Game developers: Skive
Exposure: Online

THE LOWDOWN

Grand Union has created a microsite to increase awareness of Canon's sponsorship of Uefa Euro 2008.

And since football fans in the UK and Ireland won't have much to cheer about this summer, the game aims to lift the mood by reminding users what footy's really about.

The site comprises a game, based on back-yard football, where all you need is a ball and a wall. Users can then rebound their way to the Euro 2008 final by slamming their balls against some of Europe's famous monuments.

CHANGING FACES - FACE EQUALITY
CREDITS
Project: Face equality
Clients: James Partridge, chief executive; Winnie Coutinho, head of
campaigns and communications, Changing Faces
Brief: Launch the campaign for face equality
Creative agency: Touch DDB
Writer: Jonathan Meatyard
Art director: Darren O'Beirne
Planner: Nick Yarker
Designer/photographer: Robert Wilson
Exposure: TV, poster, press, online

THE LOWDOWN

Touch DDB is promoting the facial-equality charity, Changing Faces, via a press and direct marketing campaign. According to a recent survey conducted by the charity, 90 per cent of us are inherently prejudiced against people with facial disfigurement, and Changing Faces aims to change the public perception of beauty.

The campaign comprises a promotional giveaway make-up compact in Glamour magazine. However, in place of the mirror is an image of a disfigured girl's face. The back of the image asks: "This is what Kelly faces every day. She's fine with it, are you?"

A press campaign supports the DM activity.

MENTOS - THERE'S NOTHING LIKE A MENTOS KISS
CREDITS
Project: There's nothing like a Mentos kiss
Client: Corrado Bianchi, director of Mentos brand team, Perfetti
Brief: Dramatise the Mentos brand key product benefit: freshness
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Dean Woodhouse, Hugo Bierschenk
Planner: Dan Hauck
Exposure: Online

THE LOWDOWN

Mentos is positioning itself as the ideal gum to chew prior to moving in for a kiss, with two brand microsites created by Bartle Bogle Hegarty.

The first site, www.kissfight.com, engages users in an online game, where they meet three female characters. Using Mentos to help them, the user scores points for kissing the female characters.

Kiss Cam, www.kisscam.com, provides an even more interactive kissing experience. It allows the user to get intimate with a girl or guy - well, at least via a webcam. The female option shows a scantily clad woman emerging from the sea. She approaches the foreground, beckoning the user towards her, and when the player leans towards the screen the girl leans in for a kiss.

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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).