The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 19 June 2009 12:00AM
HONDA - SWINDON
Client: Ian Armstrong, manager, customer communications, Honda
Brief: Communicate the re-opening of the Honda Swindon factory
Creative agency: Wieden & Kennedy
Writer: Ida Gronblom
Art director: Fabian Berglund
Planner: Martin Cole
Media agency: Starcom
Photographer: David Sykes
Photographer's agency: Swerve Photography
Retouching company: Stanley's Post
Exposure: Print, poster, radio
Honda is celebrating the re-opening of its Swindon production line in a new print, radio and poster campaign by Wieden & Kennedy.
Earlier this year, Honda shut down its Swindon factory for four months to prevent making permanent redundancies.
The initiative allowed the car manufacturer to reinvigorate the facility, a move that is celebrated in the ads.
Each day throughout the two-week campaign, a new execution will tell the story of the knock-on effects that will occur when Honda's employees return to work.
FINANCIAL TIMES - OBAMA
Client: Financial Times
Brief: Reaffirm the Financial Times as a trusted source of global news
Creative agency: DDB London
Writer: Jonathan John
Art director: David Mackersey
Planner: Lucy Jameson
Media agency: Maxus
Exposure: UK print
DDB London is promoting the Financial Times as the publication that "the man everyone listens to, listens to", in a new press campaign.
On 27 March 2009, Barack Obama granted his first global interview as US president to Lionel Barber, the editor of the Financial Times.
During the interview, he told Barber: "I read the Financial Times before other people read the Financial Times. Now it's trendy and everybody carries around a Financial Times." The press ad carries Obama's quote, alongside an image of the president addressing a huge crowd of people.
NECTAR - NECTAR PURSE
Project: Nectar purse
Client: Claire Chandler, head of customer marketing, Nectar
Brief: Encourage mums to reappraise Nectar and create greater awareness
of where they can collect Nectar points
Creative agency: Joshua G2
Creative team: Paul Moran, Gary McNulty, Chris Hubert, Phil Ramage,
Planner: Michele Danan
Media agency: MediaVest
Media planner: Jonathan Greenfield
Production company: Picasso Pictures
Post-production: The Mill
Audio post-production: Wave
Exposure: TV, press, online
Joshua G2 has created a purse character with an insatiable appetite for Nectar points to help inspire mums to use their Nectar cards more often.
Two animated 30-second spots show the Nectar purse flying around a cartoon land, rapidly eating hundreds of Nectar points to create the shapes of objects available from Homebase and eBay, to promote the fact that consumers can now use their Nectar cards at these locations.
The comedian Danny Wallace narrates the ads, inviting Nectar cardholders to "collect what's yours".
The new purse character will also appear in a number of press and online ads to support the TV executions.
CODEMASTER - THE OVERLORD SERIES
Project: The Overlord series
Brief: Bring to life the Overlord games
Creative agency: AKQA
Writer: Tom Morhous
Art director: Leo Vladimirsky
Planner: Matt Longstaff
Media agency: Target
Production company: Spank
Director: Tim Brown
Post-production: Luke Colson
Audio post-production: Grand Central Sound Studios
Exposure: TV, press, online
Codemaster's popular computer game series Overlord is getting a revamp via a pan-European TV, press and online campaign created by AKQA.
Promoting the release of Overlord 2, the campaign introduces "the Overlord series", hosted by aspiring Overlord Max Goreman. The series is based on a daytime sales show, in which Goreman demonstrates that "minions are the ultimate slave-based innovation".
In each show, subservient creatures perform evil acts at the direction of their masters, mirroring the mayhem and destruction that players can cause in the game.
TOYOTA - TOYOTA AURIS
Project: Toyota Auris
Client: Lisa Fielden, brand development manager, Toyota
Brief: Create new ITV mystery drama sponsorship idents to continue
ongoing awareness of Toyota Auris
Creative agency: CHI & Partners
Writers: Matt Collier, Wayne Robinson
Art director: n/s
Planner: Tom Pinsent
Media agency: ZenithOptimedia
Media planner: Iain Ogilvie
Production company: Rattling Stick
Director: Ivan Bird
Post-production: The Mill
CHI & Partners has created a series of idents to support Toyota Auris' sponsorship of ITV's mystery drama programming.
The idents, which will run across programmes including Dexter, Foyle's War, Kingdom, Midsomer Murders, Poirot and Wire In The Blood, parody the classic 50s and 60s mystery movies, using typical genre stereotypes such as atmospheric lighting, intense music and cheesy classic titles such as The Rabbit In The Headlights and The Case That Was Destined To Be Doomed.
Each ident carries a witty piece of action, which is, in itself, its very own mystery drama.
This article was first published on campaignlive.co.uk
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