The Work: Bew campaigns - UK

HSBC GROUP - RESPONSIBILITY (from brand values)
Project: Responsibility (from brand values)
Client: Tracy Britton, group head of marketing, HSBC Group
Brief: Show that HSBC understands that people's values influence their
financial decisions
Creative agency: JWT London
Writer: Laurence Quinn
Art director: Mark Norcutt
Planner: Orlando Hooper-Greenhill
Media agency: Mindshare
Media planner: Alan Weetch
Production company: Academy
Director: Frederic Planchon
Post-production: Academy
Audio Post-production: 750mph
Exposure: TV, in-flight media


JWT London has launched a new campaign for HSBC that seeks to demonstrate the bank's commitment to its customers' individual financial responsibilities.

A fisherman leaves for work in the early hours of the morning kissing his sleeping wife and children before he makes his way down to the harbour.

During his daily fishing he hooks a dolphin along with the rest of his catch. While he ponders whether to set the creature free, a voiceover states: "For many people, responsibility is as important as money."

His decision to free the dolphin, and in so doing, the rest of the fish he and his team had caught, reflects a benevolent attitude towards both life and, consequently, money - an attitude that HSBC claims it understands.

Project: Monkey
Client: Spencer McHugh, brand director, Orange
Brief: Launch Monkey pay as you go, which gives you access to loads of
music for free, which you can share with your mates
Creative agency: Fallon
Art director: Selena McKensie
Writer: Toby Moore
Planner: Caroline Collinson-Jones
Media agency: Mediaedge:cia
Media planners: Nick Baughn, Stuart Bowden
Production company: Dab Hand Media
Director: Tim Kirkby
Post-production: eTV
Exposure: UK


Orange is attempting to forecast the musical tastes of the nation in a new TV spot promoting its Monkey tariff, which enables customers to create and share online music playlists that they can access via their mobiles.

The spot, created by Fallon, sees a woman explaining what type of music is being shared and listened to in different parts of the country in a mock weather forecast.

She explains that there is "widespread rock" in the North, "thanks to The Killers streaming in from America" before going on to say that there are "still some damp areas of R&B passing through" in urban areas.

While she delivers her forecast, symbols such as guitars, soul singers' behinds and disco balls appear on the map to represent the different musical genres.

Project: Motorcade
Client: Tim Hunt, head of marketing and communications, Freeview
Brief: Show everyone that the great value of Freeview is not just in its
pricing but also in the range of quality programming on Freeview
Creative agency: Beattie McGuinness Bungay
Writer/art director: Simon Bere
Planner: Andrew Wright
Media agency: Mediaegde:cia
Media planner: Ben Gordon
Production company: Another Film Company
Director: Steve Reeves
Post-production: Rushes
Audio Post-production: Grand Central
Exposure: National and regional TV, DM, POS, online


What connects Katie Price, Alan Whicker, Piers Morgan and Postman Pat? Answer: the latest Freeview campaign by Beattie McGuinness Bungay.

The ad, which features a host of other TV celebrities including Duncan Bannatyne, T4's Miquita Oliver, Heston Blumenthal, Ray Mears and Kirsty and Phil from Location, Location, Location, sees the celebrities gradually making their way to a middle-aged man's suburban home via a variety of means of transport from horses to a tuk-tuk. As they all reach their destination, a voiceover, by Justin Lee Collins, explains that Freeview provides: "The best TV delivered to your door."

The spot broke on 1 September during Celebrity Who Wants To Be A Millionaire? on ITV1.

Project: Bluewater foodhall
Client: Jeremy Stevens, manager branch communications, John Lewis
Brief: Launch the new John Lewis foodhall in Bluewater
Creative agency: Adam & Eve
Writer: John Long
Art director: Matt Gay
Planner: David Golding
Media agency: Manning Gottlieb OMD
Media planner: Emma Norris
Exposure: Press, outdoor


Adam & Eve has unveiled its first work for John Lewis since it scooped the account in February.

The print and outdoor campaign aims to promote the new John Lewis foodhall at Bluewater shopping centre.

It features several items fashioned in a triangular shape to mimic the arrows used on a lift, indicating up and down. In each execution, the top arrow represents items such as homeware and fashion that a customer would find on the upper levels of the department store, while the bottom arrow is a form of foodstuff to highlight the location of the basement-level foodhall.

The campaign was written by John Long, art directed by Matt Gay and photographed by Alexander Kent.

Project: Oo-ar oaty bar
Client: Sally Abbott, marketing director, Weetabix
Brief: Weetabix reveals 30-second TV ad for the new Oaty Bars
Creative agency: WCRS
Writer: Simon Aldridge
Art director: Vince Chasteauneuf
Planner: Giselle Okin
Media agency: Walker Media
Media planner: Becky Towns
Production company: Independent
Director: Justin Reardon
Post-production: Golden Square
Audio Post-production: Rich Martin, Envy
Exposure: TV


WCRS is parodying the stereotypical West Country farmer's vernacular in its new TV spot for Weetabix Oaty Bars.

The expression "oo-ar" is dissected to represent the two different components of the snack - "oo" for the oats and "ar" for the chocolate coating.

A male farmer is seen making his way over field and dale carrying the oat bars while shouting "oo".

Simultaneously a female farmer heads toward the man while holding a jug of chocolate and yelling "ar", before finally meeting her companion to create one seamless "oo-ar" cry.

Project: Freestyle king
Client: Home Office
Brief: Anti-knife crime
Creative agency: Saint@Rainey Kelly Campbell Roalfe/Y&R
Writer/art director: David Martin
Planner: Mark Sng
Media agency: i-level
Media planner: n/a
Exposure: Online


An online MC-ing competition is being launched by the Home Office to discourage knife crime as part of its "it doesn't have to happen" campaign.

The activity, created by Saint@Rainey Kelly Campbell Roalfe/Y&R, offers would-be MCs the chance to show off their freestyle rap skills in a series of online knock-out battles. The agency has created a microsite, called Freestyle King (, on which the competition will be hosted. The site carries the strapline: "Drop lyrics. Drop knives."

The competition links to the social networking hub of the campaign on Bebo. It is being backed by editorial seeding on relevant sites and a promotional video on YouTube.

The winner of the £2,000 prize will be decided by public vote after a knock-out final round.

Project: Campaign for smarter drinking
Client: Campaign for smarter drinking
Brief: Encourage 18- to 24-year-olds to evaluate their drinking habits
and, in the long term, change the social acceptability of drunkenness
Creative agency: Abbott Mead Vickers BBDO
Writer: Paul Knott
Art director: Tim Vance
Planner: Tom Johnstone
Media agency: n/a
Exposure: Outdoor


In an effort to highlight the importance of responsible drinking, the alcohol charity Drinkaware, in partnership with the Government, this week unveiled the first stage in a £100 million campaign.

The outdoor campaign for "smarter drinking", targeted at 18- to 24-year-olds and created by Abbott Mead Vickers BBDO, presents a series of tips for combating the effects of alcohol. The posters, which will appear in UK phone boxes throughout the country, carry tips such as asking the barman for water and eating before drinking.

The campaign carries the strapline: "Why let good times go bad?"

Project: Discovery 4 board game
Client: Land Rover
Brief: Highlight the Discovery 4 as the ultimate all-purpose 4x4 - the
perfect vehicle for a more active life
Creative agency: Wunderman London
Writer: James Nester
Art director: Chris Lawson
Planner: Annie Gass
Media agency: n/a
Media planner: n/a
Exposure: 55,000 cold prospects


Land Rover is using a DM campaign featuring a board game to underpin the Discovery 4's credentials as the ultimate all-purpose 4x4.

The pack, created by Wunderman London, runs with the strapline: "Explore what's possible with Discovery 4."

Inside, the board game allows players to discover the breadth of activities that a Discovery 4 can facilitate, from inner-city roller hockey to sledging with the kids.

The game comes with seven counters to show that the vehicle can carry up to seven passengers and on the back of the board is a call to action for recipients to take a test drive. The pack will initially go out to 55,000 cold UK targets before being adapted and rolled out globally in other markets.

Project: Hamster ball
Client: 750mph
Brief: Demonstrate how brilliant 750mph audio design can transform a
Creative agency: Time Kettle
Writers/art directors: James Bradley, Jeff Boult, Miles Ayer
Planner: Syleste Molyneaux
Media agency: Pearl & Dean
Media planner: Syleste Molyneaux
Production company: Trailer Trash
Directors: James Bradley, Jeff Boult
Post production Industry Film Post, 750mph
Exposure: Cinema, online


The creative agency Time Kettle has made a film to promote the audio design prowess of the post-production house 750mph, in the company's first ad campaign.

The spot shows an area in a house where a hamster runs riot in its exercise ball dashing in and out of shot. While it is off-screen, all that can be heard is the noise of whatever mayhem the hamster is causing.

Although the ad was intended initially only for viral use, it is now launching as a cinema ad. "Hamster ball" was made as part of a series of films for the company's website and the 750mph YouTube channel.