Feature

The Work: Graduate Work - UK

KRONENBOURG 1664 - M&C SAATCHI GRADUATE CREATIVES
CREDITS
Project: Kronenbourg 1664 with Dynamo Systeme
Client: Sanjay Patel, marketing manager, Scottish & Newcastle
Brief: Introduce consumers to the new Kronenbourg 1664 with Dynamo
Systeme - the lager with smaller bubbles for a smoother taste
Creative agency: M&C Saatchi
Writers: Nick O'Brien, Paloma Reed
Art directors: Nick O'Brien, Paloma Reed
Planner: Matt Willifer
Media agency: Starcom MediaVest
Media planner: Matt Lloyd
Production company: Milly Films
Director: Tony Kaye
Editor: Olivier Gajan
Post-production: One of Us, The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV

THE GRAD TEAM APPROACH

Nick and Paloma said: "Kronenbourg was an opportunity to respond to an open brief while we were on placement. To our surprise, it was actually bought and when it came to choose a director for the script, Graham Fink suggested that we used a man called Tony Kaye. We had never heard of the guy, but after Graham showed us some of his past work, we were convinced ... and intrigued!

"After meeting him, we found that he was relentlessly inspiring and always willing to push and share ideas to create and craft the best ad possible. It didn't take very long until we realised how fortunate we were to work with such a legendary director."

THE GUARDIAN - WIEDEN & KENNEDY GRADUATE CREATIVES
CREDITS
Project: Guide to Wine
Client: Marc Sands, director of marketing, Guardian News & Media
Brief: Inspire people to pick up The Guardian & Observer's Guide to Wine
by revealing the exciting and accessible world of wines
Creative agency: Wieden & Kennedy
Writers/art directors: Freddie Powell, Hollie Sayers
Planner: Sophie Dollar
Production companies: The Love Commercial Production Company, Diabolical
Liberties
Director: Simon Spender
Exposure: Ambient, press, TV

THE GRAD TEAM APPROACH

Freddie and Hollie said: "The Guide to Wine aimed to democratise the world of wine. We weren't talking to connoisseurs, but everyday people who don't know what to order beyond their regular Pinot.

"We tapped into an insight around the way in which people choose what to drink, focusing on the fact that the majority go for the second-cheapest bottle.

"The press ad and ambient beer-mats read: 'Chateau du Second Cheapest Bottle. It's not the house wine, you won't look too cheap & it has the appearance of an informed decision.'"

VOLKSWAGEN - DDB LONDON GRADUATE CREATIVES
CREDITS
Project: The Hollywood Highway Code
Client: Sally Chapman, marketing director, Volkswagen
Brief: Promote Volkswagen's sponsorship of independent cinema
Creative agency: DDB London
Writer: Will Lowe
Art director: Victor Monclus
Planner: Damien McKeown
Media agency: MediaCom
Media planner: James Thomas
Illustrator: Tobatron
Exposure: Magazines (The Observer Film Quarterly)

THE GRAD TEAM APPROACH

Will and Victor said: "To show its support of independent cinema, Volkswagen wanted to bring its thinking to looking at film.

"Eventually we arrived at the basic idea: a Highway Code for movies. A chance to poke fun at all the Hollywood cliches and reference as many films as possible, written in the form of a serious, official government booklet.

"After a fair bit of 'research', we came up with such useful advice for road users as the stopping distances for the Batmobile, what to do when confronted with workmen carrying sheets of glass across the street and at which part of the lunar cycle to attempt flight on a bicycle."

DEPARTMENT FOR TRANSPORT - LEO BURNETT GRADUATE CREATIVES
CREDITS
Project: Distractions can kill
Client: Fiona Seymour, head of publicity, Department for Transport
Brief: Communicate to teenagers the dangers they face on the road and
encourage them to reconsider their behaviour
Creative agency: Leo Burnett
Writers/art directors: Mark Franklin, Rob Tenconi
Planner: Nick Docherty
Media agency: Carat
Media planner: Chetan Murthy
Photographer: Lol Keegan
Photographer's agency Wyatt Clarke & Jones
Retouching: company Mundocom UK
Exposure: Outdoor

THE GRAD TEAM APPROACH

Mark and Rob said: "We were briefed to write a poster ad aimed at showing teenagers the dangers of not paying attention when crossing the road - they are often distracted by using their MP3 players, for example.

"We wanted to approach this in a fresh way so that teens didn't see it as 'the same old message' and opt out. We avoided any obvious shock visuals and kept it simple and thought-provoking by using iconic imagery of the earphone used on an MP3 player."

SONY READER - IRIS GRADUATE CREATIVES
CREDITS
Project: Reader from Sony
Client: Andre Santos, campaign manager, Sony UK
Brief: Launch Reader from Sony: an eBook reader that holds 160 titles
Creative agency: Iris
Writer: Vanessa Morrish
Art director: Dan Kennard
Planner: Paul Kenny
Media agency: OMD
Media planner: Amy King
Illustrator: Nick Price
Illustrator's agency Illustration Web
Retouching: company Iris
Exposure: Press, in-store

THE GRAD TEAM APPROACH

Vanessa and Dan said: "The brief was to provide Sony stores with point-of-sale support for the launch of Sony Reader. With storage for 160 books, we wanted not only to highlight the product benefits of Reader, but also create a desire for it within a relatively new product category.

"Our route took famous characters from novels, creating a neverending line of stories. As well as addressing the capabilities of Reader, we also wanted to bring it to life and prompt consumers to interact with the piece by guessing the characters.

"As a result, our concept was chosen to run above the line in press, as well as in stores across the UK."