The Work: New Campaigns - UK

Project: Whatever your level
Client: Beverley Ward, marketing manager, The Football Association
Brief: Promote men's grassroots 11-a-side football and inspire young
adult men to sign up for a team for the upcoming season
Creative agency: Dare
Writers: Dipesh Mistry, Rob Graves-Morris
Art directors: Rob Graves-Morris, Dipesh Mistry
Planner: Stefano Augello
Media agency: AMS
Production company: Rogue Films
Director: Ron Scalpello
Post-production: The Mill
Exposure: TV, online, press, social media


The Football Association is seeking to inspire young adult men to sign up for 11-a-side football with a new viral campaign.

The homage to the recent Nike campaign is shot from the perspective of an average amateur footballer as he goes through his training, weekly matches and off-pitch social life.

Unlike the glamorous world portrayed in Nike's version of events, the FA paints an image of the gritty world of the amateur footballer, experiencing: "Football. For real."

He is seen being harangued by his coach, rubbing Vaseline on his crotch and fraternising with unsavoury-looking women in a low-rent pub.

The film is being seeded on the FA's YouTube channel, which also carries a number of self-help films from the FA's coaches as well as a "goal of the month" competition.

Project: Give those Os a go
Clients: Ronnie Parry, marketing director; Whitney Velasco-Aznar,
marketing controller; Manjit McGovern, product group manager; Craig
Turner, senior brand manager; Sarah Applebee, assistant brand manager,
Brief: Encourage non- and lapsed users to try eating Cheerios
Creative agency: McCann Erickson
Writer/art director: John Hurst
Planner: Gethin James
Media agency: Mindshare
Media planner: Catherine Schrier
Production company: Aardman Animation
Director: Stefan Marjoram
Editor: Aardman Animation
Post-production: Aardman Animation
Exposure: National TV


Five colourful characters, created by Aardman Animation, are the stars of McCann Erickson's latest TV work for Nestle's Cheerios.

The campaign introduces a new strapline encouraging families to "Give those Os a go" in a bid to encourage consumers to add Cheerios to their morning routine.

Aardman, the creator of Wallace and Gromit, has developed the animated family, who simply speak using the word "oh".

The tiny characters devise a masterful plan to obtain a spoonful of the breakfast cereal, sending the spoon up in the air and catching the Os in their mouths.

The campaign launched with a 30-second TV spot, which will be followed by a 20- and two ten-second versions.

Project: iFillet
Client: Jane Ritchie-Smith, consumer marketing manager, EBLEX
Brief: Educate consumers about how to cook the best-tasting steak
Creative agency: TBWA\London
Writers/art directors: Craig Ainsley, Fernando Perottoni
Planner: Simon Law
Media agency: OMD
Media planner: Ben Fox
Head of digital production: Daniel Polanco
Developer: Acknowledgement
Exposure: Digital


The next brand attempting to break into the iPhone application market is EBLEX, the body behind the Quality Standard mark, which has launched an application enabling iPhone users to cook a virtual steak.

After choosing from different cuts of beef, from rump to fillet, users can then cook their steak to varying degrees from rare to well done. But if they take their eye off the task, the steak can be entirely incinerated.

While cooking, users can flip the steak by tilting the iPhone and add seasoning.

The application also gives tips and instructions for cooking the perfect steak.

Project: Sergei bloopers
Brief: Raise brand awareness and name recall
Creative agency: VCCP
Writers/art directors: Matt Lloyd, Rich Connell, Clem Woodward
Planner: George Everett
Media agency: Zed
Media planner: Paul Constantine
Production company: Passion Pictures
Director: Darren Walsh
Post-production: Passion Pictures
Audio Post-production: Wave Studios
Exposure: Online, Sky green button on demand


The Russian meerkat Aleksandr Orlov and his sidekick Sergei are back in a new viral blooper reel.

The spoof out-takes see the two meerkats messing around on set, playing Tetris and inhaling helium from balloons.

A number of wardrobe and set malfunctions also occur, with Sergei's computer breaking and Aleksandr losing his pants.

Seeded on the website, the blooper film aims to further raise awareness of the price-comparison site and its oft-confused sister site

Project: Obama viral
Client: Chris Bosworth, marketing director, Kwik Fit
Brief: n/s
Creative agency: DDB London
Writer: Mike Crowe
Art director: Rob Messeter
Planner: Adrian Hinds
Media agency: MediaCom
Production company: Marshall Street Editors
Director: n/a
Post-production: Marshall Street Editing
Exposure: UK viral


The US president, Barack Obama, explains the importance of maintaining car tyre pressure and endorses Kwik Fit's service in a spoof viral film.

The DDB London creative team of Mike Crowe and Rob Messeter edited together video footage found online from Obama's Presidential campaign and his inaugural speech.

The viral began life as a film played at Kwik Fit's annual general meeting, but has since been seeded on YouTube.

In the film, Obama says: "Citizens should have the right to access free regular tyre inspections or, if required, we must ask for change. Tyre change. All this Kwik Fit will do. All this Kwik Fit can do." It ends with the line from the current TV campaign: "You'll be amazed at what we do."

Project: What's your juice?
Client: Claire Common, senior brand manager, Robinsons Fruit Shoot
Brief: Inspire children with cool new skills they can share with their
friends in the playground* (*the playground being anywhere children
Creative agency: Bartle Bogle Hegarty
Writer: Caio Giannella
Art director: Diego Oliveira
Planners: Joe Heath, Nina Rahmatallah
Media agency: MCHI
Media planner: Darius
Production company: B-Reel
Exposure: Online


Bartle Bogle Hegarty is continuing its latest "what's your juice?" TV campaign for Robinsons featuring a talented crew of children called Boots, Bex, Ping, Skippy and Boxer, with an online campaign promoting the Fruit Shoot brand. Each of the children's special skills, from skateboarding to throwing ping-pong balls into cups, is highlighted on the website through a series of demonstration films.

The children explain their special skill or "juice" in the "wow" section of the film before explaining the art of their tricks in the "how" section. As well as featuring the stars of the TV ad, further videos of children from around the country, each with a special skill, will be added to the site over the coming month.

A branded player will also be seeded on a number of social networking sites such as Bebo and Habbo, which will host regularly updated content from the site.

Project: Explain campaign
Client: Helen Alder, marketing executive, BBC
Brief: Use well-loved talent to show a mainstream audience how easy and
simple BBC iPlayer is to use, highlighting some functions that improve
the user experience
Creative agency: Red Bee Media
Writer: Pete Hammond
Art director: Paul Barton
Media agency: BBC in-house
Media planner: Deborah Tysman
Production company: Red Bee Media
Director: Pete Hammond
Post-production: BBC Resources
Audio Post-production: BBC Resources
Exposure: BBC TV


The chef and presenter James Martin fronts this latest TV campaign to promote the new BBC iPlayer by the creative agency Red Bee Media.

The campaign aims to highlight several features unique to the new iPlayer, which users may not currently be aware of. Martin presents the special features of the video-on-demand service, which includes "series catch-up", enabling viewers to access entire series outside the usual seven-day window.

The trail will run for three weeks in primetime slots on BBC One and Two. The work follows on from a campaign featured earlier in the year in which Valerie Singleton informed older viewers about the BBC iPlayer.

Project: Target clifftop
Client: Reckitt Benckiser
Brief: Promote Nurofen's ability to target the source of pain
Creative agency: Euro RSCG
Writer: Paul Glyde
Art director: Pam Mason
Planner: Sue Pedley
Media agency: OMD
Media planner: OMD
Production company: Feel Films
Director: Tom Connolly
Post-production: Prime Focus
Exposure: National TV


Nurofen is highlighting the targeted pain relief of its tablets in a new TV spot created by Euro RSCG.

The Nurofen target logo opens the spot, flying into shot like a Frisbee, as it makes its way towards a woman walking her dogs on the edge of a dramatic cliff face.

The single target is joined by two further flying logos that swoop in before all three combine over the site of the woman's discomfort, her head.

A voiceover then goes on to explain how the "scientifically proven formula works precisely where it's needed to relieve pain in an intelligent way".

Project: Where do they go?
Client: Sabina Frediani, campaigns co-ordinator, Liberty
Brief: Highlight the Government's mishandling of the public's personal
information and generate support for opposition to the identity card
scheme proposal
Creative agency: n/a
Writer: Will MacNeil
Art director: Will MacNeil
Media agency: n/a
Production company: n/s
Director: Will MacNeil
Post-production: Final Cut Pro, Cinema 4D, Shake, Pixel Farm Track
Exposure: Online


A man made out of paper documents who roams the streets is the star of an online film designed to highlight how the Government's actions can jeopardise the privacy of people's personal data.

The film, for the human rights campaigning group Liberty, aims to increase opposition to the Government's identity card proposal as well as create awareness of how our personal data is treated.

Created by the director Will MacNeil, the ad opens with sheets of paper filled with personal data flying out of an office window and on to the street where they group together to form the shape of a person. The figure then wanders down the street and on to a bus, showing how we don't know where our personal information ends up.


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