Feature

The Work: New UK campaigns: 6 June 2008

The latest creative from this week's Campaign magazine Work section. Ads for TalkTalk, MasterCard, Bmi, BMW, Home Office, Smart, WWF, Plum Baby.

Plum Baby...new website to promote organic baby food
Plum Baby...new website to promote organic baby food

TalkTalk - June brand relaunch



Credits

Project June brand relaunch
Client Dominic Stinton, marketing director, TalkTalk
Brief Regain hearts and minds for TalkTalk and its free broadband offer
Creative agency CHI & Partners
Writer Nigel Roberts
Art directors Manuela Barbosa, Enoch Lam
Planners Kath Dulley, Neil Goodlad
Media agency CHI & Partners
Media planner Duncan Smith
Production company Stink
Directors David Frankham, Arno Salter
Editor John Mayes
Post-production The Moving Picture Company
Audio post-production 750mph
Exposure TV

The lowdown

CHI is relaunching TalkTalk's home phone and free broadband service with a TV campaign that sees the telecoms company attempt to take ownership of the internet gateway "www".
The 30-second ad first takes a bit of a trip down memory lane by featuring the memorable birds-eye images of people coming together to form objects from its previous TV campaigns. The action then cuts to a new composition of people in white forming the "www" of the brand website.
This "www" imagery will be carried through into national press and poster executions.

MasterCard - A priceless world



Credits

Project A priceless world
Clients Rita Broe, head of marketing, UK and developed markets; Ben Rhodes, business leader, brand marketing, MasterCard
Brief Promote the World MasterCard among wealthy, family oriented business types
Creative agency McCann Erickson
Writer Matt Crabtree
Art director Simon Hepton
Planners David Clements, Chris Gallery
Media agency Universal McCann
Media planners Ben Reilly, Alice Pott
Photographer Jim Fiscus
Photographer's agency Mark George
Retouching company John Martin
Exposure Newspaper supplements, business weeklies and monthlies

The lowdown

MasterCard is continuing to promote the invaluable nature of time spent with family in its latest press campaign from McCann Erickson.
It develops the work-life balance theme by featuring a series of images of money-rich, time-poor parents in the aftermath of spending some much-deserved downtime with their children.
The images show parents dressed smartly for work but with an embarrassing consequence of having spent time with their children, such as a grass-stained elbow.
The executions each carry the strapline: "Knowing who you really work for: priceless." They will run from 1 June.

Bmi - My time



Credits

Project My time
Client Andrew Dufty, general manager, marketing, bmi
Brief Bmi time equals quality time
Creative agency Euro RSCG
Writer Olly Caporn
Art director Justin Hooper
Planner Alice Schaffer
Media agency PHD
Media planner Hugh Griffiths
Production company Partizan
Director Paul Goldman
Editor Adam Spivey
Post-production The Moving Picture Company
Audio post-production 750mph
Exposure National and digital multichannel TV, press, radio

The lowdown


Bmi has launched the next stage of its "bmi time" strategy with a TV campaign that focuses on the realities of business travel.
The ad, created by Euro RSCG, follows a businessman on trips to Egypt, the US, Jordan and Russia.
But instead of visiting the tourist sites, the lonely businessman stays in anonymous hotel rooms with depressing views of motorways and car-parks.
During the ad he talks to a loved one on the phone, who is oblivious to the unglamorous nature of business travel.
The spot ends by featuring the man enjoying the comforting features of the bmi business cabin, and introduces the new strapline: "Enjoy some mi time with bmi."

BMW - BMW Efficient Dynamics




Credits

Project BMW Efficient Dynamics
Clients Natasha Newman, advertising executive; Laurence Riehl, internet and DM manager, BMW
Brief Promote BMW's Efficient Dynamics technology
Creative agency Dare
Writers Carina Martin, Emma Lawson
Art directors Jonny Goodall, Kit Suman, Will Rose, Steve Hendricks
Planners Toby Horry, Kirsty Angus
Media agency Zed Media
Designers Jonny Goodall, Kit Suman, Will Rose, Steve Hendricks
Exposure Online

The lowdown

Dare has created an online campaign to showcase BMW's Efficient Dynamics technology as well as its green credentials.
Running with the tagline "Less emissions. More driving pleasure", the digital ads seek to challenge the preconception that BMWs are more polluting and less efficient than other cars.
The banners and skyscrapers invite consumers to interact by asking users to do things with their cursor, such as using a pump to blow up an engine into a balloon in order to demonstrate how light it is, or turn a steering wheel to highlight the car's power steering.
Each execution drives users to BMW's Efficient Dynamics microsite: www.bmw.co.uk/bmwuk/efficient_dynamics.

Home Office - It doesn't have to happen



Credits

Project It doesn't have to happen
Client Emma Roberts, strategic communications advisor, COI
Brief n/a
Creative agency Rainey Kelly Campbell Roalfe/Y&R
Writers/art directors Tim McNaughton, Fred Mandy, Nick Flugge
Planner Megan Thompson
Media agency Manning Gottlieb OMD
Media planner Kat Hughes
Production company Sonny London
Director Guy Manwaring
Editor The Quarry
Photography Mediscan
Post-production Finish
Audio post-production Factory
Exposure Print, viral, radio

The lowdown

The Home Office has launched a hard-hitting on- and offline campaign to warn young people about the physical and emotional consequences of knife crime.
Rainey Kelly Campbell Roalfe/Y&R conceived the idea for the three-year campaign with the help of 18 teenagers who have been affected by knife crime.
The campaign comprises two virals, containing provocative descriptions of stab wounds, which will run across social-networking sites and mobile phones, and a print ad, showing an image of a hand with a missing thumb.

Smart - Truth about Smart



Credits

Project Truth about Smart
Client Alex Lowry, marketing communications manager, Mercedes-Benz
Brief Convince cynics of the Smart fortwo's credentials as a "proper" car
Creative agency Agency Republic
Writer Agency Republic
Art director Agency Republic
Planner Agency Republic
Media agency BJK&E
Media planner n/s
Production company Republic Film
Exposure Online

The lowdown

Smart is trying to change its pokey reputation by promoting the "real car" credentials of its fortwo model, in a new digital campaign by Agency Republic.
A website, set in a garage, invites users to play guessing games related to the Smart car's comfort, safety, space and fuel-economy features.
After users, having seen how others reply, respond to questions such as what is the largest object that will fit in its boot, a voiceover reveals the correct answer.

WWF - May appeal - New Guinea




Credits

Project May appeal - New Guinea
Client Linda Moses, campaign manager, WWF
Brief Raise awareness and funds to stop illegal logging in New Guinea
Creative agency Kitcatt Nohr Alexander Shaw
Writers Paul Kitcatt, Jim Dye
Art directors Phil Keevill, Roxanne Messenger
Planner Caroline Gibbs
Designer/photographer n/a
Exposure Direct mail to core and high-profile supporters

The lowdown

Kitcatt Nohr Alexander Shaw is helping to promote WWF's latest campaign to curb illegal logging in New Guinea, through a direct mail campaign.
The mailer aims to highlight the danger that illegal logging is causing to the country's diverse animal population by using colourful imagery.
The pack contains a poster featuring a picture of a tree, with images of the animals whose survival depends upon it branching off from its foliage.
Overleaf, more in-depth information is given on the effects of the outlawed trade, as well as examples of how wildlife, such as the bird of paradise, will be further endangered unless action is taken to prevent it.

Plum Baby - Plum Vision



Credits

Project Plum Vision
Clients Patrick Cairns, chief executive; Susie Willis, founder; Vanessa O'Farrell, marketing manager, Plum Baby
Brief Establish a long-term relationship with customers
Creative agency Work Club
Writers/art directors Sally Skinner, David Martin, Tom Hartshorn
Planner Lisa De Bonis
Production company Partizan
Director Thomas Hilland
Editor Matt Dollings
Post-production Prime Focus London
Audio post-production Anthony Moore, Factory
Exposure Online

The lowdown

The organic baby-food producer Plum Baby has launched a branded website called Plum Vision, created by Work Club.
On the site, users can watch a series of short films produced by the agency that are designed for parents to watch with their children.
The films feature things such as animals, balloons and brightly coloured objects, in a bid to help parents interact with their children through stimulating images and sounds.
Parents are also given the option to communicate with other mums and dads and comment on which chapters they like the best.