The Work: New Campaigns - UK


ONE TO LOOK OUT FOR - BBC - Six Nations rugby

Project: BBC Six Nations rugby

Client: Louise Holmes, BBC Sport marketing

Brief: Broaden the appeal of the BBC's coverage of the 2005 Six Nations

rugby tournament

Creative agency: dfgw

Writer: Simon Riley

Art director: Simon Riley

Planner: Nick Southgate

Production company: BBC Broadcast

Director: Rob Sanders

Editor: Ben Stephens, The Whitehouse

Post-production: The Mill

Audio post-production: Wave

Exposure: BBC TV

THE LOWDOWN Last year, the BBC secured a four-year extension for rights to the Six Nations rugby tournament until 2010. The deal reputedly cost the broadcaster ú100 million, making ITV's ú40 million spend on the 2003 and 2007 World Cup finals look like something of a bargain.

The BBC is gambling on a continued rise in interest in rugby following ITV's record 15 million viewers for the England vs Australia World Cup final. It's a gamble that appears to be paying off - at 4.1 million, audience figures for last year's tournament were up 1.3 million on the 2002 tournament, when the games were covered by three separate broadcasters, and peak viewing figures hit 8.3 million for the Scotland vs England game.

Dfgw continues its relationship with BBC Sport (it created trails for the 2004 Olympics and the Euro 2004 football tournament last year) with a campaign for the 2005 rugby tournament.

The TV trailer takes players from all six national teams involved in the competition, putting them to the test in a crash-test laboratory setting. The players were shot in super-slow-motion to catch every detail of their bone-crunching tackles, sliding tries and conversion kicks.



Project: Child protection on the internet

Client: Jane Clarke, publicity manager, Home Office

Brief: Raise awareness among vulnerable children of the devious methods

used by paedophiles to groom children online

Creative agency: Ogilvy & Mather

Writer: Alun Howell

Art director: Brian Connolly

Media agency: Manning Gottlieb OMD

Media planner: Anahita White

Exposure: Press


Ogilvy & Mather has created a campaign for the Home Office to raise awareness among vulnerable children of the various methods used by paedophiles to "groom" them via chatrooms on the internet.

Rather than issue warnings, which children often tend to ignore, the ads cleverly mirror the ways in which paedophiles can work online to entrap children.

At first glance the ads, which are styled as e-mails, appear to be promoting internet chatrooms. But as the copy unfolds, a chilling undertone emerges.

The campaign will run in youth magazines including Smash Hits, GamesMaster and Top of the Pops.

Around 70 per cent of homes with school-age children have computers with internet access, but only one-third of these are equipped with safety software to protect children when they are surfing.



Project: KFC Mini Fillet Burger

Client: Claire Harrison Church, marketing director, KFC

Brief: Communicate that you can get the great taste of KFC for only 99p

Creative agency: Bartle Bogle Hegarty

Writers: Gavin Lester, Nick Gill

Art directors: Gavin Lester, Nick Gill

Media agency: Walker Media

Production company: Hungry Man

Director: Scott Vincente

Exposure: National TV


KFC continues its series of singing ads with a promotional spot for its 99p Mini Fillet Burger.

Two friends at a train station argue over a bite of a burger to a soul music soundtrack. One friend, envious of his companion's food, sings: "If I'd known those Mini Fillet Burgers were only 99p I'd have bought one, can I have a bite?" He gets a terse "no" in reply.

The ad is the second tuneful execution. The deal competes with KFC's rivals McDonald's two -for-one offer and Burger King's 99p deal.



Project: Campaign 2005

Client: IPC Nuts magazine

Brief: TV ad for Nuts magazine - "Don't expect any help on a Thursday"

Creative agency: Abbott Mead Vickers BBDO

Writer: Barney Ashton

Art director: Paul Pateman

Planner: Christy Stewart-Smith

Media agency: Walker Media

Media planner: Walker Media

Production company: Therapy Films

Director: Colin Gregg

Editor: Alaster Jordan, Johnny Bongo

Post-production: MPC

Exposure: National TV


It's hard to believe that IPC Media's weekly men's magazine Nuts was only launched into the market a little over 12 months ago.

In its short existence, the new-generation lifestyle title, which clearly operates a "men only" manifesto, has established a stronghold on the sector.

Its staple diet of sex, booze and celebrities has propelled circulation figures to more than 290,000 each week; and its readership is now 30 per cent larger than that of its Emap rival title, Zoo.

The light-hearted TV ads that launched the title, by Abbott Mead Vickers BBDO, portrayed women having to fend for themselves while their male partners remained oblivious, engrossed in the latest issue of the magazine.

The agency has extended the series - continuing the endline: "Women. Don't expect any help on a Thursday" - to include four new executions.

They feature women struggling to open a tin of paint, moor a boat, bleed a radiator and open a garage door.


Project: Spider-Man pasta

Client: Nathan Ansell, brand manager, Heinz

Brief: Promote Heinz Spider-Man canned pasta

Creative agency: Leo Burnett

Writers: Nick Pringle, Clark Edwards

Art directors: Nick Pringle, Clark Edwards

Planner: Matt Wyatt

Media agency: Vizeum

Media planner: Andrew Mortimer

Photographer: Kelvin Murray

Exposure: Print and outdoor


Even though the film Spider-Man 2 is a distant cinematic memory, this month sees Heinz launching a new variety of Spider-Man spaghetti. Squarely targeted at children and adults who are either comic-obsessed, or refusing to grow up, the new pasta line features Spider-Man face and spider shapes.

Leo Burnett is supporting the brand with a press and poster campaign based around a literal take on the content of the tin. In one, the can hangs upside-down from a shelf in a kitchen cupboard while, in another ad, an errant spider shape has been trapped by a glass.

Heinz sold more than 103 million cans of spaghetti in the UK last year. The UK tinned pasta market was worth ú46 million in 2004. Heinz had a 55.9 per cent volume share and a 68.2 per cent value share.



Project: Sony Ericsson Megapixel S700

Client: Martin Lundin, digital marketing manager, Sony Ericsson Mobile


Brief: Communicate the image quality, camera-like design and behaviour

of the S700 within the context of mobile life

Creative agency: Dare

Writer: Fiona Button

Art director: Emma Hogan

Media agency: Outrider London

Exposure: Internet


Sony Ericsson is attempting to put some distance between its new camera phone - the S700 - and the competition with a digital campaign focusing on the quality of the images produced by the camera.

Dare has created a 3-D gallery-themed website showing photos taken using the phone. Visitors are encouraged to wander around the gallery and see life through the lens of the S700. Dare has also produced an online ad campaign of banners, skyscrapers and an overlay execution of an S700 catalogue with details of the phone's features.



Project: Child Trust Fund

Client: Simon Vessey, head of customer communications, Inland Revenue

Brief: Launch the Child Trust Fund

Creative agency: M&C Saatchi

Writers: Jeremy Sinclair, Toby Allen, Peter West, Fergus Fleming, Jim

Hilson, David Harris

Art directors: Jim Hilson, Fergus Fleming, David Harris

Planner: Richard Storey

Media agency: Naked

Media planner: Will Collin

Production company: The Pink Film Company

Director: Jeff Stark

Editor: Bruce Townend

Post-production: Framestore CFC

Exposure: TV, press, poster, radio and direct marketing


It's not often the Government gives away money without a catch, so when it does, it doesn't shy away from advertising the fact, boosting public perception in the process. In this case, children are the lucky beneficiaries through the Government's new Child Trust Fund.

The scheme, which was unveiled by the chancellor, Gordon Brown, earlier this month, gives every child born after 1 September 2002 a ú250 voucher to be used to open a long-term savings and investment account.

M&C Saatchi's multimedia campaign, directed by Jeff Stark, features toddlers juxtaposed in grown-up scenarios: as a football striker, leading an aerobics class and at work on a City trading floor.

The press and direct mail elements provide a more detailed, copy-driven explanation of the scheme.

A number of financial institutions, including Barclays and Nationwide, have announced trust fund schemes that meet the Government's specifications.



Project: Bandits, Vixens

Client: Trevor Field, marketing director, Virgin Money

Brief: Announce a new insurance product that does not punish you for

paying your car insurance monthly

Creative agency: Rainey Kelly Campbell Roalfe/Y&R

Writer: David Gamble

Art director: Simon Labbett

Media agency: Manning Gottlieb OMD

Production company: Hungry Man

Director: David Shane

Exposure: TV


Rainey Kelly Campbell Roalfe/Y&R has attempted to inject humour into the car insurance category with its television campaign for Virgin Money.

In "bandits", three Mexicans batter a businessman round the head with cacti, while in "vixens", two catsuited Eastern European women drop lobsters into a man's jacuzzi when they discover he's not with Virgin.

Virgin Money is now 100 per cent owned by the Virgin Group and the company moved into the black for the first time in 2003 with a ú1.2million profit.



Project: New friends

Clients: Martin Salter, head of marketing communications; Kevin Peak,

head of customer marketing

Brief: Position Npower as a gas as well as electricity supplier

Creative agency: Isobel

Writer: David Alexander

Art director: Rob Fletcher

Planner: Steve Hastings

Media agency: Vizeum

Production company: Vital Productions

Animation: Bird Studios

Exposure: National TV


The market for supplying gas and electricity has never been more competitive. Npower aspires to stand apart from the crowd through a TV campaign created by Isobel, which presents gas and electricity as cute pets. In the 40-second ad, a woman brings gas (a swirling gaseous blue blob) home to meet electricity (a glowing ball).

British Gas remains the market leader in the sector, supplying 63 per cent of the country's gas and 23 per cent of its electricity compared with Npower's 9 per cent and 16 per cent share, respectively.