The Work: New campaigns - UK

campaignlive.co.uk, Friday, 16 February 2007 12:00AM

ONE TO LOOK OUT FOR - MASTERCARD - UEFA CHAMPIONS LEAGUE
CREDITS
Project: Uefa Champions League sponsorship
Client: Carolyn Esposito, European marketing leader, brand marketing,
MasterCard
Brief: Create a "priceless" TV spot in support of MasterCard's Uefa
Champions League sponsorship, which is powerful enough to connect with
football fans everywhere, and to build upon their excitement and passion
for the game
Creative agency: McCann Erickson London
Writer: Jonny Skinner
Art director: Ben Brazier
Planners: David O'Hanlon, Andrew Bennett
Media agency: Universal McCann
Media planner: Koen Smeets
Production company: Gorgeous
Director: Vince Squibb
Editor: Richard Orick
Post-production: Work
Audio Post-production: 750mph
Exposure: National TV, UK stadia, PubTV

THE LOWDOWN

The latest MasterCard ad, for the sponsorship of the Uefa Champions League, is a continuation of the existing "for everything else, there's MasterCard" campaign.

This time, the action starts in an Italian piazza, where a group of children are playing football.

A chubby child, who doesn't appear to be any good, keeps breaking objects around him with the ball.

During the course of the game, the unfortunate character not only smashes a flowerpot and a window, but also a car's brake light. Each broken item has a price attached to it in the style of previous ads.

However, at the end of the ad, he smashes a stunning strike into a makeshift net. The caption says: "Finally being the hero. Priceless."

DEPARTMENT OF HEALTH - SUPPORT
CREDITS
Project: Support
Client: Sarah Partridge, senior campaign manager, Department of Health
Brief: There are many ways in which the NHS can help you give up smoking
Creative agency: Lean Mean Fighting Machine
Writers: Sam Ball, Dave Bedwood, Zoe Hough, Claire Baker
Art director: Sam Ball
Planner: Tom Bazeley
Media agency: i-level

Media planner: Iain Matthews
Exposure: Online

THE LOWDOWN

Lean Mean Fighting Machine is trying to convince people to kick the smoking habit by launching a website with a host of fun games to play.

Instead of creating one interactive game on its Department of Health-sponsored microsite, which can be found at www.leanmeanfightingmachine.co.uk/coi/sendoff, it has built six games to play.

Each game is designed to show how easily fags can be destroyed if you put your mind to it.

One of the games is a version of Space Invaders, in which the targets are cigarette packets.

MORRISONS - ANOTHER GREAT OFFER
CREDITS
Project: Another great offer
Clients: Michael Bates, marketing director, Morrisons
Brief: Promote the Valentine's Day Champagne and chocolates offer
Creative agency: Delaney Lund Knox Warren & Partners
Writers/art directors: Steve Boswell, Steve Drysdale
Planner: Sandya Piyasena
Media agency: Mediaedge:cia
Media planner: Nola Astle
Production company: HSI
Director: Alan Friel
Editor: Tim Hardy
Post-production: Cut & Run
Audio Post-production: Grand Central Studios
Exposure: National TV

THE LOWDOWN

Love is in the air in the fresh-produce aisle at Morrisons, in the first work from Delaney Lund Knox Warren & Partners.

This interim campaign is based around a product offer the supermarket is promoting especially for Valentine's Day: for £15, any economy-conscious Casanova can pick up a bottle of Champagne and a box of Thorntons chocolates.

The execution begins with a man leaving for work trying to understand why his girlfriend is in a bad mood. After hearing a group of schoolgirls on a bus squawking about Valentine's Day, he puts two and two together. The action cuts to him in Morrisons picking up the bargain offer.

The ad finishes with the couple polishing off a slap-up dinner and the bottle of Champagne. As payment for his actions, the man gets offered the obligatory "early night".

GUINNESS - HANDS WEBSITE
CREDITS
Project: Hands website
Client: Louise Curran, marketing director, Diageo
Brief: Create an exciting website that backs the "wait for a Guinness"
"hands" campaign
Creative agencies: iChameleon, Abbott Mead Vickers BBDO
Writers: Gary Hoff, Erica Boynton, Sean Vrabel
Art directors: Juan Morales, James Allen, Stuart Woodall
Planner: Alistair Beattie
Media agency: Carat
Media planners: Vincent Haywood, Naomi Brooker
Designers: Murray Carrasco, Damion Parsons, Cesar Santos
Exposure: Online

THE LOWDOWN

Following on from the recently launched Guinness "hands" ad, Abbott Mead Vickers BBDO and iChameleon have created a fun website that extends the ad's proposition.

Users can enter the website, which can be found at landingpage.guinness.com/gateway-hands, and create their own "hands" ad.

There are a number of different actions the hands can do, and users can put them together in a sequence. They can then choose different types of music to accompany their films.

The site also has a number of added extras, including behind-the-scenes footage of the TV ad being made.

MCDONALD'S - FOOD ENVY
CREDITS
Project: Food envy
Client: Tom Shelston, senior marketing manager, McDonald's
Brief: Support the launch of the Premium Chicken menu and show the
extraordinary lengths people will go to in order to get their hands on
them
Creative agency: Leo Burnett
Writers: Richard Brim, Daniel Fisher, Mark Franklin, Rob Tenconi
Art directors: Richard Brim, Daniel Fisher, Mark Franklin, Rob Tenconi
Media agency: OMD
Production company: Rogue Films
Directors: Nicholas Barker
Exposure: National TV

THE LOWDOWN

Food-stealing and order envy are the premises behind Leo Burnett's TV work supporting the launch of McDonald's Premium Chicken range. There are two executions, called "bunny" and "tache".

In the former, which promotes the Chicken Selects menu, a woman throws her child's toy rabbit across the restaurant. While her husband goes to retrieve it, she takes a huge bite of his sandwich.

In "tache", a couple are having a bite to eat, but the boyfriend can't keep his eyes off his partner's Chicken Snack Wrap. In order to get his hands on the treat, he stares at his girlfriend's face for a few seconds, before telling her she has a moustache. She then runs to the toilet in horror, allowing him to take a mouthful of chicken.

WOMEN'S AID - VALENTINE'S DAY
CREDITS
Project: Valentine's Day
Client: Nicola Harwin, chief executive, Women's Aid
Brief: Promote the charity on Valentine's Day
Creative agency: Grey London
Writer: Andy Forrest
Art director: Nicola Hawes
Planner: Emma Batho
Media agency: n/a
Photographer: Rankin
Retouching: company Rankin
Exposure: National press

THE LOWDOWN

For some unfortunate women, Valentine's Day will not mean chocolates and flowers, but punches and kicks.

Hot on the heels of its well-publicised campaign, featuring celebrities made up to look like they have been physically abused, Women's Aid has produced another Rankin-shot poster campaign to remind the public that domestic violence doesn't stop because its 14 February.

The poster shows a piece of flesh with a small cut on it. Above the image are the words "Happy Valentine's, love John", and the kisses underneath make up the stitches of the wound.

Statistics show that one in four women are victims of domestic violence.

118 118 - LOST IDENTS FOR SKY
CREDITS
Project: Lost idents for Sky
Clients: Mark Horgan, Mark Evans, Catherine Boyd, 118 118
Brief: Promote the new series of Lost on Sky One
Creative agency: WCRS
Writer: Joseph Corcoran
Art director: Rodrigo Saavedra
Media agencies: Naked, OMD
Media planners: Kate Bower (Naked), Cate Murden (OMD)
Production company: Transparent
Director: Agustin Alberdi
Editor: Pete Lurie
Exposure: Sky One

THE LOWDOWN

The 118 118 boys are back, but this time their hairy faces are stranded on a desert island following a plane crash. The madcap duo are now appearing in a set of idents promoting the new series of Lost on Sky One.

The spots, shot on location in Antigua, see the pair in the aftermath of a plane crash and trying to survive on a desert island. However, they soon realise that they actually have some help in their despair, because they can use the 118 118 service to find all of the things they need to make their ordeal that much easier.

AA - AA TEAM 2007
CREDITS
Project: AA Team 2007
Client: AA Insurance
Brief: Promote AA Insurance in 2007
Creative agency: Rapier
Writer: David Prideaux
Art director: Kevin Bratley
Planner: Henry Nash
Media agency: PHD
Media planner: Amanda Littlewood
Production company: Mustard
Director: Chris Mudge
Editor: Joe Parsons, The Whitehouse
Exposure: National TV

THE LOWDOWN

A sulky teenager is the focus of the AA Team in Rapier's latest TV work for the company's insurance business.

Following on from last year's campaign that saw motorists getting help from a group of AA staff, called the AA Team, the latest ad features a mum picking up a teenager from school. She then tells him about her day finding a cheap car insurance quote with the help of the aforementioned team, who are sat in the back of the car.

The spot ends with the lad grudgingly acknowledging the team before he gets out of the car.

MITSUBISHI - MITSUBISHI PAJERO LAUNCH
CREDITS
Project: Mitsubishi Pajero launch
Client: Willem Verschuur, general manager, marketing, Mitsubishi Motors
Europe
Brief: Develop a pan-European launch campaign to support the Mitsubishi
Pajero across 36 European markets
Creative agency: Golley Slater
Writer: Philip Hickes
Art director: Martin Bush
Planner: Michael Phillips
Media agency: Manning Gottlieb OMD
Media planner: Paddy Crawshaw
Photographer: Richard Prescott
Retouching: Saddington and Baynes
Exposure: Press, print, DM throughout 36 European markets, online
worldwide

THE LOWDOWN

Golley Slater's latest poster work for the Mitsubishi Pajero, its flagship SUV, uses CGI technology to place the marque into rough and rugged situations.

The aim of the campaign is to highlight the car's quality while keeping true to its 4x4 heritage.

In creating the posters, background shots were taken in locations such as Chile, Morocco and Wales. Images of the vehicle were scanned and a 3D model was created, which was then added to the background using CGI.

Other objectives of the campaign include revitalising the Pajero image and identifying the SUV as a true off-roader against the newcomers into the market.

It also attempts to retain the existing customer base while attracting new buyers.

This article was first published on campaignlive.co.uk

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