ONE TO LOOK FOR - COI - Acquisitive crime reduction
CREDITS
Project: Crime reduction
Client: Sharon Sawers, Home Office strategic communications advisor
Brief: Show that simple actions continue to make an impact on crime
prevention
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
THE LOWDOWN
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.
GODIVA - GODIVA
CREDITS
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 LOWDOWN
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."
FLASH - DUSTMASTER EXTEND AND REACH
CREDITS
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 LOWDOWN
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.
TIME OUT - RABBIT CULTURE
CREDITS
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
THE LOWDOWN
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.
AGE CONCERN - AGEISM
CREDITS
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
THE LOWDOWN
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.
SHELTER - ONE MILLION CHILDREN
CREDITS
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
it
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
THE LOWDOWN
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.
TESCO - CHRISTMAS
CREDITS
Project: Tesco Christmas campaign
Client: Ian Crook, brand communications director, Tesco
Brief: Position Tesco as the destination store for all your Christmas
needs
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
THE LOWDOWN
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.
BATCHELORS - BLUE FURRY ARMS
CREDITS
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."
