The Work: New Campaigns - UK

AUDI - TDI INJECTION
CREDITS
Project: TDI injection
Clients: Peter Duffy, head of marketing; James Millett, national
communications manager, Audi
Brief: Bring to life Audi's Vorsprung durch Technik philosophy by
showcasing Audi's unique TDI technology
Creative agency: Bartle Bogle Hegarty
Writer: Adi Birkinshaw
Art director: Paul Yull
Planner: Ed Booty
Media agency: MediaCom
Production company: Stink
Director: NE-O
Editor: Marshall Street Editors
Post-production: The Mill
Audio Post-production: Factory
Exposure: National TV, press

THE LOWDOWN

Audi has followed its "we've unboxed the box" campaign with a TV spot promoting the fuel efficiency of its cars.

The 40-second ad, created by Bartle Bogle Hegarty, uses images of droplets of liquid passing through the eyes of needles to visually represent its TDI technology.

As the liquid passes through the needles, they move up and down and twist around in choreographed movements. This was achieved by building a machine that was programmed to drive the needles up and down through the floor of a plinth, while precision fuel injectors were used to propel the liquid.

A photosonic camera, shooting at 1,000 frames per second, captured the images.

The TV ad, which broke on Wednesday (1 April), is supported by national press activity.

SPECSAVERS - NEMESIS
CREDITS
Project: Nemesis
Client: Richard Holmes, marketing director, Specsavers
Brief: Promote "30 per cent off" deals for over-sixties
Creative agency: Specsavers Creative
Writer: Graham Daldry
Art director: Steve Lofftus
Media agency: n/s
Production company: Transparent
Director: Mike Bigelow
Editor: Scot Crane, The Quarry
Post-production: Rushes, Golden Square
Audio Post-production: Clearcut
Exposure: National TV

THE LOWDOWN

In the latest Specsavers ad, the next set of visually impaired stooges are two OAPs on a pleasant day out at the seaside.

As they sit down on a bench on the seafront to share a cheese sandwich, they comment on how busy it is and how nice it is to sit and relax.

Seconds later, two harnesses clamp them to their seats and the camera pans out to reveal that they're actually sitting on a rollercoaster, which then sets off and hurtles around the track.

The endline suggests that they could have avoided the ocular mishap if they had gone to Specsavers.

NESTLE - AERO SKATER, YOU'VE BEEN FRAMED
CREDITS
Project: Aero skater, You've Been Framed
Client: Nestle
Brief: Continue the buzz around the "feel the bubbles" campaign with a
powerful and rewarding marriage of creative and highly targeted media
placement
Creative agency: JWT London
Writers: Bruno Xavier, Ronnie Vlcek, Jono Black
Art directors: Ronnie Vlcek, Bruno Xavier, Jono Black
Planner: Jono Black
Media agency: Mindshare
Media planners: Laura Jones, Michelle Radley
Production company: Superstudio
Director: Ty Evans
Post-production: Prime Focus
Exposure: TV

THE LOWDOWN

JWT unveiled a blooper version of its "skater" spot for Aero during ITV's You've Been Framed on Saturday night.

The film featured outtakes from the filming of the original spot, in which the specialist skateboarder Bob Burnquist skateboards around a skate park filled with 50,000 brown balloons.

In this version, however, Burnquist takes a number of falls, tumbling off the board as he skates through the ramps, barrels and bowls.

KICKERS - RANDOM BANDITS
CREDITS
Project: Random bandits
Client: Ian Blackman, managing director, Kickers UK
Brief: Create content to engage an 18- to 24-year-old audience with
Kickers
Creative agency: Holler Digital
Writers/art directors: Jon Link, Mick Bunnage, Modern Toss
Planner: Ben Milligan
Animation: Matt Thomas
Exposure: Online

THE LOWDOWN

The cartoonists Modern Toss have teamed up with Holler Digital to create a series of viral films for Kickers.

The footwear brand is kicking off the series with a teaser film that aims to build excitement around the online launch on 6 April.

The trailer takes clips from the films, which feature a rather obnoxious character who drives around in a red pick-up truck, to drive people to the MySpace site myspace.com/kickers where the films will be hosted.

COMEDY CENTRAL - COMEDY CENTRAL LAUNCH
CREDITS
Project: Comedy Central launch
Client: Chris Hancox, vice-president, marketing and creative services,
Comedy Central
Brief: Launch Comedy Central as the home of the biggest and brightest
comedy around
Creative agency: Karmarama
Writer: Sarah McGregor
Art director: Dave Buonaguidi
Planner: Sid McGrath
Media agency: Equinox
Photographer: Julian Wolkenstein
Exposure: Outdoor

THE LOWDOWN

Paramount Comedy is relaunching as Comedy Central and is promoting the change through an outdoor campaign created by Karmarama.

The ads, which position the channel as being "big on comedy", feature scaled-up versions of the unfortunate Kenny from South Park and the comedian Sarah Silverman, in order to promote their respective shows.

The giant Silverman is seen in her underwear posing provocatively next to the Gherkin building, while Kenny is shown performing a kamikaze dive from a high-rise building.

SONY ERICSSON - SMILE HUNTER
CREDITS
Project: Smile hunter
Client: James Young, global marketing communications manager, Sony
Ericsson Mobile Communications
Brief: Promote the Smile Shutter technology being incorporated into a
range of Cyber-shot mobile phones. Create a campaign to engage the
target audience and get them taking and sharing pictures using mobile
phones
Creative agency: Dare
Writer: Nicky Palamarczuk
Art director: Steve Whittington
Planner: Stefano Augello
Designer: Tony Goff
Media agency: n/a
PR agency: Brando
Exposure: Global

THE LOWDOWN

Sony Ericsson is challenging young people around the world to capture people's smiles through a new global PR and digital campaign.

Devised by the PR agency Brando, the campaign offers users the chance to become official "smile hunters" by using their mobile camera phones to capture as many smiles as possible and upload the pictures to a website, which has been designed and built by Dare.

A panel of top photographers will judge the best photos, with the winner awarded a "trip of a lifetime".

A teaser viral video has been created to promote the campaign, which will also be promoted through online and print advertising.

BREAKTHROUGH BREAST CANCER - MILLIONMODELCATWALK.COM
CREDITS
Project: Millionmodelcatwalk.com
Clients: Adam Colling, head of corporate partnerships, Breakthrough
Breast Cancer; Natalie Legg, manager, Fashion Targets Breast Cancer
Brief: How can fashion help beat breast cancer?
Creative agency: TBWA\London
Writers: Martin McAlister, Theo Bayani
Art directors: Theo Bayani, Martin McAlister
Planner: Tom Morton
Media agency: Posterscope
Media planner: Natalie Bishop
Exposure: Digital

THE LOWDOWN

For TBWA\London's first work for Breakthrough Breast Cancer, the agency has produced a digital campaign that allows users to create an online version of themselves to send down a catwalk alongside the likes of Jade Jagger, Sarah Ferguson, Bryan Ferry, Leah Wood and June Sarpong.

The avatars can be clad in a specially designed clothing range, available from Marks & Spencer, River Island, Warehouse, Topshop, Coast, my-wardrobe.com, Laura Ashley and the sustainable design company Goodone, which was inspired by the charity's Target logo.

Thirty per cent of takings will go straight to the charity. The site can be found at millionmodelcatwalk.com.

ACTION FOR CHILDREN - AS LONG AS IT TAKES
CREDITS
Project: As long as it takes
Client: Action for Children
Brief: Bring to life the transformational work that Action for Children
does
Creative agency: Baby Creative
Writer: n/s
Art directors: Steve Grime, Fabrice Ward
Media agency: John Ayling & Associates
Production company: Passion Pictures
Director: Dan Sumich
Exposure: TV

THE LOWDOWN

Action for Children has launched an animated TV advertising campaign, featuring the story of "Lee", a child who was nearly taken into care.

The ad continues the charity's "real voices, real stories" strategy of highlighting the experiences of young people whose lives have been transformed by its work.

The spot, which tells Lee's complex tale through graffiti-style animation on the wall of a building, ends with the strapline: "We're here for as long as it takes."

KING OF SHAVES - BETTER BECAUSE IT BENDS
CREDITS
Project: Better because it bends
Client: King of Shaves
Brief: Highlight the superior shaving performance of the Azor through
its patented Bendology(TM) technology
Creative agency: Hooper Galton
Writer: n/a
Art director: David Westland
Media agency: John Ayling & Associates
Exposure: Outdoor campaign in and around major cities across the UK

THE LOWDOWN

King of Shaves is launching its first national outdoor campaign to celebrate the launch of its new Azor razor.

The ads will run for an initial two-week period over Easter, on 48-sheet posters across the UK. The two executions show an illustration of a head, which has been created by one continuous bendy line.

The drawing is accompanied with the strapline "Better because it bends", as well as an image of the new razor.

The posters also direct consumers to the King of Shaves website, shave.com.

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