Feature

The Work: New UK campaigns: 23 May 2008

The latest creative from this week's Campaign magazine Work section. Ads for Orange pay-as-you-go, Fox's biscuits, Department of Health alcohol awareness campaign, Lastminute.com, BT Business, eBay, Pimms, Look magazine, Waitrose.

The Work: New UK campaigns: 23 May 2008
Orange - Pay-as-you-go animals



Credits


Project Pay-as-you-go animals
Client Natasha Watkinson, advertising manager; Rachel Macbeth, head of advertising, Orange
Brief Announce that Orange has created a range of animal packages specifically for their pay-as-you-go customers
Creative agency Fallon
Writer Lawrence Seftel
Art director Dave Day
Planner Tim Millar
Media agency Initiative
Media planner Stephen Donajgrodzki
Production company QI
Director Siri Bunford
Post-production Glassworks
Audio post-production Ian Hargest
Exposure TV, print, outdoor, online

The lowdown

Orange has launched a £6 million advertising campaign by Fallon for its pay-as-you-go animal packages.
The new TV ad was filmed in Buenos Aires and depictsa sunny morning in an urban train station with crowds of people lining the platform as two trains arrive.
The doors burst open to release thousands of animal-shaped orange balloons that swell into the air
and through the crowds, signifying that Orange's animal packages are now available to pay-as-you-go customers.
People are then seen playing with the balloons and picking the one they like the best.
The track Hummingbird by the Canadian indie band Born Ruffians features in the ad.
The eight-week campaign will run over TV, print, outdoor and online.

Fox's Biscuits - Good stuff



Credits

Project Good stuff
Client Mike Driver, AYR business unit director, Northern Foods
Brief Create an idea that reflected the slightly naughty values of the biscuit category, and Fox's
premium position within it
Creative agency Mother
Writer Mother
Art director Mother
Planner Mother
Media agency Equinox
Media planners Kevin Morton, Joanne Lambert
Production company Hammer &Tongs
Director Garth Jennings
Post-production The Moving Picture Company
Exposure TV, online, viral

The lowdown

Mother has created a new campaign for Fox's Biscuits, developed by the animation team behind Disney's The Chronicles of Narnia.
To demonstrate brand loyalty, the agency has created a cheeky Italian-American "Mafioso-style" businessman from New Jersey called Vinny. In his escapades, he wants everyone to know about his favourite English biscuit brand.
The campaign, which uses sophisticated animation technology to bring Vinny to life, consists of three TV executions, four 60-second virals and a microsite.
It breaks on air on 28 May and coincides with a relaunch of the brand, which includes a new logo,
packaging and web design.

Department of Health - Know your limits - units



Credits


Project Know your limits - units
Client Department of Health
Brief Generate awareness about the number of units in alcoholic drinks
Creative agency VCCP
Writer Siggi Halling
Art director Tony Hector
Planner Dale Gall
Media agency Manning Gottlieb OMD
Media planners Andrew Mortimer, Emma Whitford
Production company RSA
Director Stuart Rideout
Post-production Framestore CFC
Audio post-production Nick Angell
Exposure TV, outdoor, press, radio

The lowdown


VCCP has launched the first stage of a £10 million government campaign to tackle binge-drinking.
Part of the Home Office and Department of Health's "know your limits" campaign, the first series of ads
targets middle-class drinkers, alerting them to the unit content of various alcoholic drinks.
The two TV ads show more than ten units of alcohol being comsumed by men and women over a week. One features a glass of gin and tonic with the lime shaped as a figure two; another shows a pint of beer with the head dripping down the glass in a shape of a number three. The strapline of both is: "Units. They all add up."
The campaign, which is supported by outdoor, press and radio elements, will be followed by a second phase targeting binge-drinkers, which breaks in June.

Lastminute.com - Theatre viral


Credits

Project Theatre viral
Client Lastminute.com
Brief Build ownership of theatre for lastminute.com and raise awareness that theatre tickets are half-price on the website
Creative agency Farm
Writer Andy Booth
Art director Jim Seath
Planner Paul Jeffrey
Director Ben Woolfe
Exposure Viral

The lowdown

Lastminute.com has produced its first viral ad, filmed with nine hidden cameras at Stansted Airport.
It focuses on lastminute.com's position as a distributor of West End theatre tickets.
Characters, including airport staff, cleaners and policemen, perform an impromptu musical based around
a vending machine. As they do so, a stunned audience of holidaymakers waiting for their flights watches on.
The ad, which is posted on YouTube, promotes a half-price theatre ticket deal being run by the website.

BT Business - Homepage takeover



Credits

Project Homepage takeover
Client Erica Leeke, senior marketing manager, BT Business
Brief Raise awareness of bt.com/business
Creative agency Agency.com
Writers Anne-Marie Burrows, Richard Fox
Art directors Hayden Rogers, Jay Woodington
Planner Penny Dixon
Media agency Zed Media
Media planner Zed Media
Exposure Online

The lowdown

Agency.com has created an online campaign to support the BT Business TV ad featuring the Dragon's Den star Peter Jones.
Like the TV ad (created by Swarm) in which gremlins attack various parts of the office IT system, this
campaign features various online ads that see the gremlins coming to life, ripping out the copy from its
frame and causing havoc.
The copy extols the fact that BT are on hand to deal with IT queries 24/7.

eBay - Trust and safety



Credits


Project Trust and Safety
Client Julie Laurens, brand manager, eBay
Brief Let users know about recent improvements to the buying process and increase piece of mind
Creative agency Albion
Writer Steve Heath
Art director Michael Elkeslassy
Planner Christine Jamieson
Media agency eBay
Media planner eBay
Designer Elaine KwonHoo
Production Feed
Exposure Online, direct marketing

The lowdown

EBay has developed a campaign aimed at giving users more peace of mind when they shop.
The campaign uses the new logo characters that Albion evolved last year. In the ads, the characters tell the viewer about tweaks to the site's buying process that include devices to encourage more honest feedback and more detailed rating for sellers.
The campaign, which includes digital and direct marketing, was created by Steve Heath and Michael
Elkeslassy, who recently joined Albion from the digital agency All of Us.

Pimm's - Pimm's summer 08



Credits


Project
Pimm's summer 08
Client Olga Martinez Garcia, managing director, Diageo
Brief Cheer up Britain
Creative agency Mother
Writer Mother
Art director Mother
Planner Mother
Media agency Carat
Media planner Michael Rhodes
Photographer Gary Salter
Photographer's agency Horton Stephens
Retouching company Mother
Exposure National press

The lowdown

Pimm's marks the start of the summer with a national campaign featuring its enthusiastic ambassador, Harry.
The campaign, created by Mother, will feature new press ads. One shows Harry decked in a stripey
sunbathing costume on a naturist beach replete with seagulls, topless sunbathers and sandcastles bedecked with a British flag.
The private parts of sunbathers are conveniently covered by flagpoles, books and, of course, a jug of
Pimm's.
The campaign also includes recut versions of classic Pimm's TV ads and a branded Routemaster bus that will visit festivals throughout the summer. Other elements of the campaign include a sunshine-finder for local pubs and parks across the country that will tell visitors what time they can expect to be bathed in sunshine.

Look - So much life. So little time



Credits


Project So much life. So little time
Client Tara Steadman, senior marketing manager, Look
Brief Establish Look as the authority on high-street fashion and drive sales of
the magazine
Creative agency Grey London
Writer Grey London
Art director Grey London
Planner Neil Hourston
Media agency MediaCom
Media planner MediaCom
Production company Rosco Productions
Director n/a
Editor Richard Bardsley
Post-production UNIT
Audio post-production UNIT
Exposure National TV

The lowdown

Grey has launched its first TV ad for Look magazine since winning the account from Hurrell Moseley Dawson & Grimmer earlier this year.
The ad is a flickering montage of summer fashion items, including handbags, sunglasses and eyeliner. In
among the quick scenes is the strapline: "Have it all."
The ad, which is designed to reinforce Look's market position as an authority on high-street fashion, is the first in a number of campaigns Grey will develop for the magazine throughout 2008.

Waitrose - Summer at Waitrose



Credits


Project Summer at Waitrose
Client Richard Hodgson, marketing director, Waitrose
Brief Waitrose throws open its doors to welcome all who love good quality food
Creative agency Miles Calcraft Briginshaw Duffy
Writer Jeremy Carr
Art directors Danny Brooke-Taylor, Ken Hoggins
Planner Mary Tucker
Media agency Manning Gottlieb OMD
Media planner Faye McDowall
Production company The Farm
Director Jim Gilchrist
Editor Suzy Davis, Final Cut
Exposure National TV, cinema

Miles Calcraft Briginshaw Duffy's new campaign for Waitrose features a huge picnic on a giant blanket the
size of four tennis courts.
As people descend on the picnic, they crack open Champagne, break bread, eat fruit and sip cocktails,
showcasing Waitrose's diversity and quality of food.
The 60-second ad, MCBD's first since retaining the account, marks a major change of positioning for the
supermarket and celebrates the sheer enjoyment of food. It features a new strapline: "Everyone deserves
quality food. Everyone deserves Waitrose."
The ad will form part of an integrated campaign that includes press, outdoor, cinema, direct mail and digital.