The Work: New Campaigns - UK




Amnesty International considers violence against women to be the most serious of all human-rights abuses. Each week in the UK, 9,000 acts of violence are committed by men against their partners, and two women are killed. The charity estimates that a 999 call is made by a battered wife every minute and it is targeting society's apathy with a shock poster campaign asking: "Problem? What problem?"

Styled on glossy beauty ads, the ú50,000 campaign for a fictitious cosmetics brand - Cachez - aims to confront complacency by portraying a world in which violence has been normalised.

Four print executions depict Cachez products from concealer to moisturiser, in a style that bears all the conventions and cliches of cosmetic advertising. However, the model bears the scars and bruises of domestic abuse. The fake products are advertised with the slogan: "Gentle skincare for bruising relationships."

The posters will appear across the London Underground throughout November. A short film and a music video with an unconfirmed artist will be released in the early part of 2005.


Project: Stop violence against women - Cachez

Client: Jennifer Campbell, campaign manager, Amnesty International UK

Brief: Highlight society's apathy towards the problem of domestic abuse

Creative agency: Karmarama

Writer: Will Flack

Art director: Aaron Willmer

Planner: Nick Barham

Media agency: MediaCom

Media planner: Steve Gladdis

Photographer: Diana Schunemann, Balcony Jump

Retouching: Stanley's Post

Exposure: Print, London Underground



If you've ever found yourself drunk in a karaoke bar, unable to remember the words to Bohemian Rhapsody and wishing you'd selected something simpler, then this is the ad for you.

The film is actually an invitation to a party Sky is hosting to mark the launch of its partnership with D&AD, and the introduction of an interactive TV category to the D&AD awards scheme.

The execution, set in a Japanese karaoke bar, shows a group of young Japanese partygoers murdering a series of famous advertising jingles, such as A Finger of Fudge, the Flake Song and I'm a Secret Lemonade Drinker.

As part of the campaign, a selection of people from within advertising's creative community will be sent a limited-edition yellow Sky remote control, and will be instructed to watch The Advert Channel at 8.00pm on 11 November. Those who miss the ad will be sent it in form DVD at a later date.


Project: Launch of interactive TV partnership between Sky and D&AD

Client: Alasdair Wright, head of marketing and strategy, Sky Interactive

Brief: Develop an interactive theme and invite for a party to mark the

launch of Sky's sponsorship of the new D&AD interactive TV category

Creative agency: HHCL/Red Cell

Writers: Jonathan Burley, Ian Williamson

Art directors: Jonathan Burley, Ian Williamson

Production company: Hungry Man

Director: Russ Lamoureux

Editor: Ben Stephens, The Whitehouse

Post-production: The Mill

Audio post-production: 750mph

Exposure: TV, direct mail



Continuing its "have your throat kissed" advertising strategy, Halls Soothers is using a long-running integrated direct campaign to promote the cough sweets throughout the winter months.

The idea behind the campaign is to position Halls Soothers as a great-tasting sweet that also soothes throats. The advertising, which runs across mail, door-drops and a follow-up postcard, is based on the creative idea that Soothers provides tender loving care. The mailing includes a love letter from Halls, suggesting the recipient takes time out to look after him or herself. The door-drop, to 1.1 million people, carries a lonely hearts ad on the outer, offering soothing comfort from Soothers. The postcard is a picture of a love heart carved on a tree with the motto: "Halls soothers 4 u."

Project: Have your throat kissed

Client: n/s

Brief: Position Halls Soothers as an everyday sweet that provides

soothing relief for your throat. Stretch brand territory beyond illness

and into "functional confectionery". Switch existing category buyers out

of competitors and into Halls Soothers

Creative agency: EHS Brann Cirencester

Writer: Sarah Peter

Art director: David Martin

Planner: Pete Boorman

Exposure: Direct mail, door-drops



Hormel Foods is taking its iconic Spam brand back on to TV, in a ú2 million campaign - the latest in a long line of relaunches. This time, it is putting its faith in a bizarre 30-second commercial created by Underground, which features ordinary people in ordinary situations enjoying the product, to a rousing soundtrack, entitled Spam Up.

While the product's gastronomic qualities remain questionable, Spam's PR company Nexus' credentials are second to none - nearly every daily picked up on the forthcoming ads last week.


Project: Spam Up

Client: Marianne Pollock, senior brand manager, Hormel Foods Corporation

Brief: Encourage Spam eaters to buy more Spam

Creative agency: Underground -The Creative Laundry

Writer: Ant Philips

Art director: Franco Farrell

Media agency: Concord

Media planner: Mike Donovan

Production company: MTP

Director: Franco Farrell

Exposure: National TV



Ah, the humble condom. A tricky fella to advertise - it's tough showing it in action, doing what it was designed for.

Durex is attempting to circumnavigate this problem in its latest press and poster work, while simultaneously presenting its Pleasuremax brand as an aid to love-making, rather than just an inconvenient necessity.

The work is based on "brownie points", given by men and women to each other for good behaviour, both in and out of the bedroom. One execution suggests that by buying flowers, a man earns one brownie point with his partner; by criticising Kylie Minogue's figure he earns two and by using a Pleasuremax condom, he earns loads.

Earlier this month, it emerged that Durex was in talks with Boots over the creation of a line of sex toys to strengthen sales among female customers.


Project: Durex Pleasuremax brownie points

Client: Catherine Gort, senior brand manager, Durex UK, SSL


Brief: Launch new Durex Pleasuremax condoms

Creative agency: McCann Erickson Manchester

Writer: Neil Lancaster

Art director: Dave Price

Planner: David McGlone

Media agency: Universal McCann Manchester

Media planner: Clare Keenan

Exposure: Men's and women's magazines, national press, Underground

cross-track posters, online



Eurostar's tenth anniversary coincides with a 16 per cent jump in passenger numbers this year, and the announcement that it has a 68 per cent share on its Paris route and a 63 per cent share on its Brussels service.

TBWALondon is helping Eurostar to celebrate with a 40-second ad that centres on an eccentric competition called the Birdman of Bognor.

The film opens with contestants in bizarre costumes jumping off the end of a pier in an attempt to propel themselves as far across the English Channel as they can - the record stands at an impressive 50 metres.

The final contestant is dressed as a Eurostar train. He leaps off the pier and, instead of plummeting into the sea, flies off to Paris. The endline then reads: "Celebrating ten years of flying to Paris. Fly Eurostar."

The ad will run in the LWT and Meridian regions on ITV and in London on Channel 4 and five.


Project: Eurostar tenth anniversary

Client: Greg Nugent, head of marketing UK, Eurostar

Brief: Celebrate the tenth anniversary of Eurostar

Creative agency: TBWALondon

Writer: Tim Hearn

Art director: Graham Cappi

Planner: Michael Davidson

Media agency: Manning Gottlieb OMD

Media planner: Glyn Shadwell

Production company: Rose Hackney Barber

Director: Katie Bell

Editor: Nick Allix, Metropolis

Post-production: The Moving Picture Company

Audio post-production: Grand Central and De Wolfe Music

Exposure: National TV and cinema



Woolworths has undergone a revamp over the past two years, with sales up 6 per cent to ú1.1 billion, and up 9 per cent across the 40 stores that have been redesigned so far.

Part of the turnaround has been the introduction of two brand mascots in its advertising: Woolly and Worth, created by Bartle Bogle Hegarty. The new Christmas work, which features the puppets, is inspired by 70s-style Christmas extravaganzas from the likes of Morecambe and Wise. The eight-week burst, which will cost ú20 million, comprises 26 executions showcasing the range of products and price deals on offer.


Project: Woolworths

Client: Mark Trinder, head of marketing communications, Woolworths

Brief: Showcase the offers at Woolworths at Christmas

Creative agency: BBH

Writer: Adi Birkinshaw

Art director: Paul Yull

Planner: Liz Wade

Media agency: ZenithOptimedia

Media planner: Andy Parr

Production company: BBC Broadcast

Director: Steve Cope

Editor: Steve Ackroyd, Final Cut

Post-production: The Mill

Exposure: National TV



Miles Calcraft Briginshaw Duffy has unveiled the second execution in its "positively Tetley" campaign, where celebrities in need of advice turn up at a nondescript semi looking for a kind ear and a cuppa.

Here, the teak-skinned antiques purveyor David Dickinson pitches up on Auntea's doorstep proclaiming that he's lost his ability to spot a bargain in a sea of tat.

All it takes to regain his powers of price divination, though, is a quick look over a bag of Tetley teabags, with 100 per cent extra free. "Cheap as chips," he proclaims.


Project: Positively Tetley

Client: Andrew Dobson, marketing manager, Tetley

Brief: Support Tetley's 100 per cent extra free promotion

Creative agency Miles Calcraft Briginshaw Duffy

Writer: Jeremy Carr

Art: director: Jeremy Carr

Media agency: Starcom Mediavest

Media planner: Jane Ollier

Production company: Moon

Director: Armando Iannucci

Post-production: The Moving Picture Company

Exposure: National TV

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content