The Work: New Campaigns UK

ONE TO LOOK FOR - COI - Acquisitive crime reduction


Project: Crime reduction

Client: Sharon Sawers, Home Office strategic communications advisor

Brief: Show that simple actions continue to make an impact on crime


Creative agency: Rainey Kelly Campbell Roalfe/Y&R

Copywriters: Simon Labbett, David Gamble

Art directors: Simon Labbett, David Gamble

Planner: Alice Huntley

Media agency Mediaedge:cia

Media Planner: Stuart Sullivan-Martin

Production company: Paul Weiland Film Company

Director: Paul Gay

Editors: Alistair Jordan, Johnny Bongo

Post-production: The Mill

Audio post-production: Tape Gallery

Photographer: Richard Ansett

Typographer: Nils Leonard


Rainey Kelly Campbell Roalfe/Y&R is taking a humorous approach to combating theft in an effort to instill freshness into a tired advertising genre.

In the first of three 30-second TV spots, a couple show a sullen young man around their house, advising him on the best ways to burgle it - he could enter through a window they always leave open, or break in through the front door, which springs open if you give it a good kick.

The remaining two ads use the same technique to highlight ways to prevent robbery and vehicle crime.

The campaign, which cost £6 million, also comprises radio spots, direct mail, regional press ads and significant ambient activity. Beer mats and washroom posters will remind people in bars to keep an eye on their belongings, and car park barriers and petrol pump nozzles urge motorists to lock up and never leave valuables on display.



Project: Godiva

Client: Geralyn Brieg, president, Godiva International

Brief: Position the brand as a contemporary chocolatier with the aim of

establishing Godiva as the definitive chocolate brand

Creative agency: HHCL/Red Cell

Writer: Andrew Lloyd-Jones

Art director: Mark Dickens

Planner: Nicky Buss

Media agency: Mediaedge:cia

Photographer: Nick Knight

Exposure: Press and posters in UK, Hong Kong and Japan


The talents of the acclaimed fashion lensman Nick Knight have been harnessed by Godiva, the Belgian luxury chocolatier, as it bids to become a potent challenger to its major rivals, Thorntons and Lindt, in the UK.

All three manufacturers are out to woo younger,more sophisticated consumers.

Ideally, they want to show off their confectionery in a modern and stylish light, while maintaining a high-quality, traditional image.

HHCL chose Knight because of his reputation for portraying women in a strong, sensual manner and his ability to create an eye-catching look.

Steve Henry, HHCL's chairman and executive creative director, says: "Hyper-successful luxury brands have an emotional, irrational and instinctive way of communicating."



Project: Dustmaster

Client: Nathan Homer, Flash brand manager

Brief: Launch the Flash Dustmaster Extend and Reach as the easiest way

to dust hard-to-reach places

Creative agency: Grey London

Writer: Ben Stilitz

Art director: Colin Booth

Planner: Katie Leighton

Media agency: ZenithOptimedia

Media Planner: Katie Leighton

Photographer: Gliblin & James

Exposure: National women's magazines and monthlies


The skeleton of a dead mouse isn't the kind of image you would normally associate with such a stickler for rulebook advertising as Procter & Gamble.

Neverthless, the remains of an unfortunate rodent appear in Grey London's quirky print campaign to launch the Flash Dustmaster Extend and Reach.

The new product, which enables cleaning of awkward nooks and crannies, marks P&G's latest effort to extend its Flash household cleaning brand as well as take its message beyond TV into other media.

Flash advertising, for a long time synonymous with the comedy actor Karl Howman, has been showing a more adventurous streak of late. Last year, Grey tested a TV campaign for Flash's Bacterial Wipes product that featured a family's dog licking its genitals.



Project: Rabbit Culture

Client: Mandy Martinez, Guides marketing director, Time Out

Brief: Celebrate London life

Creative agency: Banc

Copywriters: Jez Cripps, Jim Connolly

Art directors: Jez Cripps, Jim Connolly

Media agency: In-house

Media planner: Sandy Tozer

Production company: Therapy Films

Director: James Haworth

Editor: Steve Ackroyd, Final Cut

Post-production: Framestore

Audio post-production: Wave

Exposure: London cinemas, viral


An oddly bug-eyed yet strangely appealing rabbit puppet is the star of a cinema and viral campaign for the listings magazine Time Out.

Shot using occasional guerilla tactics (not all the locations gave permission to film) the 60-second spot shows the rabbit leaving his house for a day-trip in London, including a ride on the London Eye, a wander around Tate Modern, a spot of ice-skating at Queensway rink and a flutter on the dogs at Wimbledon.

Eagle-eyed viewers might spot Jez Cripps, one of the creatives on the ad, sitting behind the rabbit as he takes the bus to Berwick Street market to stock up on carrots.



Project: Age Concern England

Client: Linda Seaward, marketing director, Age Concern England

Brief: Raise awareness of ageism as an issue among the general public

Creative agency: Team of volunteers

Planners: Reg Starkey, John Dilworth

Media agency: International Media Advertising

Media planner: Geoff Staves

Photographer: Peter Rand

Exposure: 96-sheet poster launch at Cromwell Road, London, followed by a

48-sheet poster campaign in London and other major English cities


What's the worst thing about hitting 50? For many people, it's not so much the receding hairline or the expanding waistline. It's more the way most advertisers believe they are no longer worth talking to.

Reg Starkey is a 60-something creative whose career has included spells at Leo Burnett, Young & Rubicam and Bates UK. He says: "If you want evidence that ageism exists, look no further than the creative industries. Here you'll see age discrimination in its rawest form."

Now, Starkey and a group of associates - average age 55 - have produced a poster campaign for Age Concern. It promotes the charity's claim that ageism is outmoded, particularly because the over-50s now account for 40 per cent of consumer spending.



Project: One million children

Client: Imogen Wilson, head of marketing, Shelter

Brief: Raise awareness of the one million children living in disgusting

housing conditions in the UK and make people want to do something about


Creative agency: Hooper Galton

Writer: Hooper Galton

Art director: Hooper Galton

Media agency: Monkey Communications

Media planner: Mike Monkey

Photographer: Graham Fink, The Fink Tank

Exposure National: posters


Like poverty, the problem of homelessness is a perennial issue. The charity Shelter is launching an initiative to dispel the widely held misconception that fewer street sleepers mean the homelessness file can be closed.

Shelter is switching emphasis to the plight of people who live in poor housing and, in particular, the effect on the million children forced to grow up in such conditions.

Shelter's latest national poster campaign, through Hooper Galton, is part of a two-year effort to highlight the impact bad housing has on children's health and education. The advertising is intended to complement a broad-based PR initiative in which Shelter has been trying to bring the problem to the attention of TV news journalists and documentary makers.



Project: Tesco Christmas campaign

Client: Ian Crook, brand communications director, Tesco

Brief: Position Tesco as the destination store for all your Christmas


Creative agency: Lowe

Writers: Sam Cartmell, James Springall

Art directors: Jason Lawes, Craig Hanratty

Media agency: Initiative

Production company: The Paul Weiland Film Company

Director: Susie Robeson

Exposure: National TV


Lowe continues its Dotty-free "every little helps" Tesco campaign with 13 20-second TV spots and five print ads for Christmas. Featuring a variety of celebrity voiceovers, the ads continue Lowe's strategy of plugging prices and reminding customers of the products the supermarket offers that make Christmas shopping easier.

Covering everything from Christmas puddings to special surprises such as £30 cashmere jumpers and, of course, socks, the ads manage to capture the Christmas spirit and there's not a Santa in sight.



Project: Blue furry arms

Clients: Annie Neil, category marketing director; Rob Kerrison,

marketing manager, Cup a Soup, Batchelors

Brief: Introduce new Batchelors Cup a Soup & Crunch

Agency: Delaney Lund Knox Warren & Partners

Writer: Jayne Marar

Art director: Remco Graham

Planner: Anna Hutson

Media buying: ZenithOptimedia Media planning Naked

Media planner: Gavin May

Production company: Mustard

Director: Steve Burrows

Exposure: National TV

In an advertising frenzy, Batchelors is launching a TV and radio campaign for its new Cup a Soup & Crunch range, as well as separate press and poster ads for the To Go range of readymade soups.

The TV ads, by Delaney Lund Knox Warren & Partners, bring back the blue furry arms and the "great big hug" line used in previous work. The 30-second slot is set in a ski resort where, emerging out of the snow, the arms grab a pair of skis and race down the piste to embrace a soup-eating apres-skier.

The poster work aims to demonstrate the originality of the To Go soups and uses the line: "Goes where no Cup a Soup has gone before."

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