Feature

The Work: New UK campaigns: 9 May 2008

The latest creative from this week's Work magazine section. Ads for BT Business, BMW, The Economist, Gaymers, Amnesty International, O2 Broadband, The Fostering Network, Ask.com.

O2 broadband...new TV ad by VCCP
O2 broadband...new TV ad by VCCP

BT Business - BT Business




Credits

Project BT Business
Client Mick Hegarty, marketing director, BT Business
Brief Convince owners and managers of SMEs that with 24/7 IT and comms support, BT Business can help them get on with doing what they do best
Creative agency Swarm@rkcr/y&r
Writer Jules Chalkley
Art director Nick Simons
Planner Ben Kay
Media agency Starcom
Media planner Tom Chrichton
Production company Blink
Director Dougal Wilson
Editor Rick Russell
Post-production The Moving Picture Company
Audio post-production Factory
Exposure National TV

The lowdown

The latest advertising campaign for BT Business sees the Dragons' Den star Peter Jones tussling with 80s anti-heroes the gremlins.
The ad, created by Swarm, follows last year's campaign starring Gordon Ramsay explaining how BT helps all business customers to do what they do best.
The new ad tells the story of a multi-millionaire entrepreneur working alone in his office. Struggling to work his computer, it emerges that the wires have been chewed. With no IT support available, Jones tries to explore the problem only for the gremlins to attack the entire office leading to an IT meltdown with papers and sparks flying.
The new campaign airs on TV for eight weeks from this week and will be supported by print, poster and online.

BMW - EfficientDynamics/thank you



Credits

Project EfficientDynamics/thank you
Client Suzanne Gray, advertising manager, BMW
Brief Communicate the benefits of BME EfficientDynamics
Creative agency WCRS
Writer Yannakis Jones
Art director Yannakis Jones
Planners Olivia Bebb, Laurence Parkes
Media agencies PHD, Vizeum
Media planner Matt Sanders
Production company HSI
Director Yannakis Jones
Editor Alaster Jordon
Post-production The Moving Picture Company
Audio post-production Wave
Exposure TV, online, press, outdoor, direct mail

The lowdown

WCRS's latest campaign for BMW showcases the car's environmental technology in an ode to its surroundings.
A voiceover thanks the hill for "charging our battery as it coasts down your slopes"; thanks the breeze for cooling the car; stop signs that allow engines to rest and roads to allow their wheels to roll further.
Written and directed by Yannakis Jones through HSI, the ad will be supported by TV, press, outdoor, digital and direct mail.

The Economist - UK brand work, spring 2008



Credits

Project UK brand work, spring 2008
Client Caroline Breakwell, brand communications manager, UK, The Economist
Brief n/s
Creative agency Abbott Mead Vickers BBDO
Writers Mark Fairbanks - "rubbish", "perspective", "cloud cuckooland"; Tim Riley - "balance", "oyster"
Art director Paul Cohen
Planner Fiona Morrison
Media agencies Kinetic, TCS
Media planner Paul Gummer Associates
Illustrators Paul Davis, Anthony Burrill
Exposure Press


The lowdown

Abbott Mead Vickers BBDO has unveiled its latest brand campaign for The Economist.
The campaign evolves the new look first introduced in September 2007. It includes five new executions that each explain how The Economist is the best way to remain fully informed about global affairs. Each ad features various artistic illustrations from a number of specially commissioned artists, including Paul Davis and the designer Anthony Burrill.
One ad says: "If you find rubbish in The Economist, it means there's an extremely interesting story about rubbish." Another says: "The world should be your oyster. Not a clam."
The ads will run across outdoor, press, online and magazine supplements in quality weekend newspapers.

Gaymers - Gaymersmusic.com



Credits
Project Gaymersmusic.com
Client Fiona Chinn, marketing controller, Gaymers Cider Company
Brief Communicate that Gaymers Original Cider is the official cider of Glastonbury
Creative agency Dye Holloway Murray
Writer Phoebe Coulton
Art director David Goss
Planner Justin Holloway
Media agency AMS
Media planners Duncan Collins, Lucy Mitchell
Photographer Laurie Haskell
Illustrator Paul Bower
Exposure Music press, music websites, posters

The lowdown

Dye Holloway Murray has launched its first campaign for Gaymers Cider, pushing the cider as the official drink of summer festivals.
The campaign, DHM's first for Gaymers since winning the account earlier this year, will run on posters and in print and digital media.
One series of ads for the Glastonbury festival is printed on cardboard. It shows a number of official objects including a clean toilet (the official dream), sandals (the official schoolboy error) and hair straighteners (the official sacrifice).
The ads will be supported by an online campaign featuring MPUs and skyscraper ads.

Amnesty International UK - Human rights for China



Credits

Project Human rights for China
Client Kristyan Benedict, China campaign manager, Amnesty International UK
Brief Engage more people with Amnesty's campaign and draw them to the new website
Creative agency Sweetworld TV
Writers Robin Ince, Lisle Turner
Art director Yasmeen Ismail
Designer Yasmeen Ismail
Director Yasmeen Ismail
Editors Claire CoachŽ, Lisle Turner
Exposure Viral

The lowdown


Amnesty International has released a new animated viral that sees Chinese security forces beating someone with an electro-shock baton before lighting the Olympic torch.
The first viral, released 100 days before the start of the Beijing Olympics, is part of a wider campaign to highlight China's human-rights abuses.
Amnesty hopes the online films will encourage people to find out more information about China's political and human-rights record in the run-up to, and during, this summer's Games.
The website will allow users to write campaigning letters and e-mails, share content and start their own blog. Amnesty is also releasing a new booklet accompanying the film, which shows "the two faces of the Beijing Olympics".

O2 Broadband - Happy homes




Credits

Project Happy homes
Client Richard Murfitt, head of advertising, O2 UK
Brief Announce that O2 has made home broadband better
Creative agency VCCP
Writer Kieran Knight
Art director Veryan Prigg
Planner Mike Nicholson
Media agency ZenithOptimedia
Media planner Joe Lunn
Production company Rokkit
Directors Matthew Cullen, Grady Hall
Editor Motion Theory
Post-production Motion Theory
Audio post-production Massive Music
Exposure TV, outdoor, press, online

The lowdown

O2 has launched a new ad promoting its broadband service, using the "we're better connected" proposition introduced last month.
The TV ad, created by VCCP, contrasts two different neighbourhoods. One is equipped with O2 Broadband, while the other suffers slow internet connection speeds from a competitor service.
The first area is filmed in monochrome, the postman gets attacked by a dog and the music runs off-key.
The voiceover asks: "Is your broadband making you unhappy?"
Gradually, as the camera enters the O2 Broadband neighbourhood, colour returns to the screen. The sky clears and a rainbow appears.


The Fostering Network - Foster carer recruitment



Credits

Project Foster carer recruitment
Client Helen Clarke, recruitment campaign co-ordinator, The Fostering Network
Brief Recruit the next generation of foster carers
Creative agency My Agency
Writer My Agency
Art director My Agency
Planner My Agency
Media agency M2M
Media planner M2M
Photographer Simon Thorpe
Retouching company My Agency
Exposure National press

The lowdown

My Agency has launched a national campaign to promote the talents needed to offer fostering.
The campaign, which coincides with "foster care fortnight" that starts on 12 May, dramatises the strong personal qualities required for fostering by "photo-warping" people to show their unique features.
One ad uses the headline "Strong chins needed" and shows a couple with extended chins, while another says "Sense of humour required" and shows a man with a coat-hanger smile.
The strapline is: "Fostering. Recognise the qualities you've got."

Ask.com - A richer world of content



Credits

Project A richer world of content
Client Sarah Bartlett, UK marketing director, Ask.com
Brief Encourage trial by communicating that Ask.com delivers a much richer search experience
Creative agency Grand Union
Writer Tom Sears
Art director Catalina Lorrio
Media agency Media Contacts
Media planner Tristan Ray
Designers Rob Walker, Christian Debney
Exposure Mixture of run of network, technology and news sites

The lowdown

Grand Union has created a series of online ads for the search engine Ask.com.
The ads, which use a mix of streamed 3D video and flash, seek to set the search engine apart from Google by highlighting the extensive search results it provides, including links, images and videos.
The ads feature thousands of pixels of content swarming to form the phrases "information never rests" and "information is alive", then breaking apart again to form the Ask.com search bar.
The user can then enter a search term and click through to a results page or alternatively go straight to the Ask.com homepage.