The Work: New Campaigns - UK

Project: Anti-knife crime
Client: Kirsten Ross, campaign manager, Metropolitan Police Service
Brief: Communicate the severe and wide-reaching consequences of carrying
and using a knife
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Nick Bird
Art director: Lee Smith
Planner: Andy Nairn
Media agency: MediaCom
Media planner: Duncan Snowden
Production company: Moxie Pictures
Director: James Griffiths
Editor: Art Jones, Speade
Post-production: The Mill
Audio Post-production: Wave
Exposure: Music TV, Kiss and Choice radio stations, youth online, school
posters, flyers, London ambient events


Miles Calcraft Briginshaw Duffy has created the latest in a string of anti-knife crime ads, which aims to discourage young Londoners from carrying knives by highlighting the gravity of the consequences that follow knife attacks.

The TV campaign, which is launching with 60- and 90-second versions, follows a young guy who decides to tuck a knife from his kitchen down his trousers before leaving the house.

As he walks out of his front door and around the estate where he lives, those people who would be affected by a stabbing, such as paramedics, police officers and the friends and family of the victim start to follow him.

This entourage of people form a large crowd behind the boy, dramatising the wide-reaching consequences of his momentary decision.

Print and press, radio and online activity supports the TV executions, all of which carry the strapline: "Carry a knife, and the consequences will follow."

Project: Visit the Med
Client: Laurent Boury, European marketing director, Unilever
Brief: Launch Surf Lemons & Bergamot
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Dave Monk, Matt Waller
Planner: Rachel Stent
Media agency: MindShare
Media planner: Desmond Bateman
Production company: Sonny
Director: Guy Manwaring
Post-production: Glassworks, London
Editor: Sam Sneade, Speade
Exposure: Pan-European TV


This 30-second spot for Surf attempts to show that through using the detergent, you can turn the arduous task of getting the duvet into its cover into a fragrant dream.

Backed by the obligatory folksy, wispy-voiced soundtrack, the ad, from Bartle Bogle Hegarty, starts with a woman struggling with the aforementioned task.

As she crawls into the cover to find the dratted corner, she sees a butterfly which she follows, transporting her into a white, airy world where she rolls over and over on lemon-scented mattresses and discovers a Mediterranean orchard, before returning to reality.

Project: Washing up
Client: HSBC Commercial Banking
Brief: Launch the new global commercial banking positioning
Creative agency: JWT London
Writer: Axel Chaldecott
Art director: Axel Chaldecott
Planner: Abu Mallick
Media agency: MindShare
Media planner: Hanna Bergius
Production company: Rogue
Director: Kevin MacDonald
Editor: Justine, Final Cut
Audio Post-production: Wave
Exposure: International TV


A Polish washing-machine manufacturer is the subject of HSBC's latest campaign promoting its commercial banking offering, which spans 64 countries and territories across the world.

The campaign, created by JWT, follows one of the Polish company's workers on a jaunt to India to try to discover why its washing-machine sales are suddenly on the increase in the region.

Amid the manic and vibrant sights and sounds of the Indian streets, he finds the cause of the recent demand for washing machines: a restaurant owner, who has taken to using the appliance to make lassis.

As the action unfolds, a voiceover explains: "If you're going to do business internationally, you should be with a bank that knows about international business."

Project: Switchover Help Scheme
Clients: Beth Thoren, Matt Elliot, Digital UK; Peter White, Switchover
Help Scheme, BBC
Brief: Promote the scheme, which will offer help for the elderly and
disabled who want to convert to digital TV
Creative agency: Abbott Mead Vickers BBDO
Writer: Simon Welch
Art director: Matt Welch
Planner: Will Hodge
Media agency: MediaCom
Media planner: Anna Berry
Production company: Home Corp
Director: Lucy Blackstad
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV


Vulnerable groups are being offered support with the UK's digital TV switchover in two new ads from Abbott Mead Vickers BBDO.

The two TV spots promote the Switchover Help Scheme, which will assist the over-75s and disabled with converting to digital.

The first ad features an elderly woman who cheekily tries to matchmake a visiting friend with the TV engineer who is installing her digital equipment.

The second features a blind man in a pub, telling his friend that his guide dog is good at crossing the road, but not so good with electrical equipment.

The ads will run on the BBC and then in the different ITV regions as and when the switchover affects them.

Project: The Big Day
Client: Daz
Brief: Communicate how Daz Liquitabs can get clothes white at 30 degrees
Creative agency: Leo Burnett
Writers: Jonathan Burley, Jim Bolton
Art directors: Jonathan Burley, Jim Bolton
Planner: Owen Dowling
Media agency: ZenithOptimedia
Media planner: Melanie Batting
Production companies: Production International, Joy@RSA
Director: David Lodge, Joy@RSA
Editor: Mark Edinoff, The Quarry
Post-production: Rushes
Exposure: National TV


Daz has taken its soap-opera-style Cleaner Close campaign to a new level, roping in soap royalty to play three characters in this latest instalment.

The 30-second TV ad, created by Leo Burnett, features Julie Goodyear, who played Bet Gilroy in Coronation Street, Dean Gaffney (Robbie Jackson in EastEnders), and Brookside's Jackie Corkhill.

The spot, which promotes the performance of Daz Liquitabs at 30 degrees, opens on Goodyear washing her soiled wedding dress at a laundrette as she prepares to walk down the aisle for the fourth time.

When Gaffney questions the marriage, Goodyear reveals, in a soap-esque denouement, that she has been deceiving him as to the true identity of his father.

Project: London
Client: London Development Agency
Brief: Use a distinct artistic approach to capture the essence of London
in the build-up to the 2012 Olympic Games
Creative agency: Film London
Writer: Martyn Pick
Art director: Martyn Pick
Planner: David Adam
Media agency: Film London
Media planner: David Adam
Production company: th1ng
Director: Martyn Pick, th1ng
Editor: Danny Atkinson
Post-production: th1ng
Audio Post-production: Tom Russell
Exposure: Cinema, TV, online


The London Development Agency and Film London have created a promotional film to raise the profile of the city in the run-up to its hosting of the 2012 Olympic Games.

The ad shows a slice of London life, depicting a number of its typical inhabitants, including City boys, fashionistas and a rock band.

It follows the journey of a free newspaper, which is folded into the shape of a boat and floats along the Thames.

The series of live-action sequences are enhanced by a range of effects, including time-lapse, motion-blurring and light variations.

The film was directed by Martyn Pick at th1ng and will run in cinemas, on TV and online.

Project: Mansize
Clients: Jon White, marketing director; Christof Baer, marketing
manager, communications development, Kleenex Europe
Brief: Launch Kleenex Mansize in a compact box
Creative agency: JWT London
Writer: Jamie Thompson
Art director: Roydon Turner
Planners: Donald Kerr, Hilde Oord
Media agency: MindShare
Media planner: Mark Baschnonga
Production company: Nice Shirt
Director: Jon Hollis
Exposure: TV, print


JWT's latest ad for Kleenex uses a whale in a fishbowl and an elephant in a hamster cage to symbolise the smaller box for its Mansize tissues.

The campaign uses the visual metaphors to illustrate how big, strong things can fit comfortably into small spaces.

The ads, which use the strapline "Big tissue, small box", feature stock wildlife footage from the BBC and Getty Images, as well as footage filmed at West Midland Safari Park.

Project: Keep the world wild
Client: Kelly Archer, campaign manager, World Wildlife Fund UK
Brief: Raise awareness and boost WWF membership
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Jamie Tierney
Planner: Caroline Gibbs
Designers/photographers: Alain Compost, Michael Gunther, Gerald Cubitt,
Chris Martin, Paul Van Gaalen, Paul Souders
Exposure: Inserts in national press and magazines


The World Wildlife Fund has launched a direct marketing campaign, created by Kitcatt Nohr Alexander Shaw, to encourage people to adopt a tiger, a species is in danger of extinction.

The first page of the insert features an image of a tiger with the words "Keep the world wild".

Against the backdrop of a jungle and images of tigers and their cubs, WFF charts the animal's decline. It calls on people to donate £3 a month to save habitats and tackle poaching.

The inserts will run in national press and magazines.

Project: Don't be that guy
Client: Zarah Moores, marketing and brand manager, Highways Agency
Brief: Remind drivers of a few simple steps they could take before and
during their journeys to avoid causing congestion on UK roads
Creative agency: Iris
Writer: Kate Royce
Art director: Deon Sensky
Planner: Nicola Nimmo
Photographer: Mark Wragg
Retouching: company Iris
Exposure: Posters


This poster campaign for the Highways Agency reminds drivers to service their car regularly, plan their route, check traffic conditions before travelling and carry an emergency kit.

Called "Don't be that guy", the campaign shows regretful drivers standing at the roadside with a sandwich board revealing their embarrassing errors.

One of the sandwich boards reads: "It was my flat tyre that caused the major tailback on the M6."