The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Fcuk - spring/summer 2005 collection


Project: Fcuk spring/summer 2005 collection

Client Stephen Marks, chief executive, French Connection

Brief: Celebrate the beauty of the 2005 spring/summer collection

Creative agency: TBWALondon

Writer: Trevor Beattie

Art director: Bil Bungay

Media agency: Manning Gottlieb OMD

Media planner: Melinda Athinodorou

Photographer: Martin Wonnacott

Designer: Alex Fairman

Typographer: Alex Fairman

Exposure: National and international poster sites and press

THE LOWDOWN After dumping the fcuk logo in its most recent TV campaign, French Connection has gone one step further in its latest set of print ads and has ditched the models.

In a series of print ads promoting its spring and summer range, the clothes are the stars of the show.

Various items of clothing are shot to resemble idyllic land- and seascapes: a blue, sequined top becomes a shimmering sea; a pair of lacy, green knickers forms a grand mountain range and, in a Dali-esque execution, watches are photographed to look like exotic birds flitting over a desert landscape.

The much-criticised fcuk logo makes a return in the ads, although its use is relegated to a brand icon, not the centre-stage stardom of previous campaigns. Instead, the central theme is all about love: "spring is for lovers" is scrawled across the top of one ad and "summer is love" is declared in another.

The success of the new collection is crucial for French Connection after the company had to issue a profits warning in November following disappointing sales performance. However, with speculation in the fashion press that it has got its spring collection right, 2005 could turn out to be a better year for the retailer.



Project: Fairy Non-Bio Special Care Babies

Client: Natasha Busby, brand manager, Procter & Gamble

Brief: Announce the tie-up between Fairy Non-Bio and Bliss

Creative agency: Leo Burnett

Writers: Trevor Webb, Ed Morris

Art directors: Trevor Webb, Ed Morris

Planner: Emma Blake

Media agency: ZenithOptimedia

Media planner: Emma Blake

Production company: Th1ng

Director: Sylvain Chomet

Editor: Andrew Harmer

Post-production: Th1ng/Moving Picture Company

Exposure: National TV


Fairy Non-Bio washing powder is leveraging its position as the product that cares for babies' skin with a campaign that teams it up with Bliss, the premature baby charity.

Leo Burnett has created a TV ad to announce the new partnership, which aims to fund research into vital-signs monitoring equipment. The animated spot features a baby being washed, fed and changed and tells viewers that, by buying Fairy, they will be supporting Bliss. The endline reads: "Help Fairy, help Bliss, help babies."

The campaign marks the first time Fairy has tied up with a charity. This new partnership will run until June and further ads may be developed to continue raising consumer awareness of the relationship.



Project: Engine

Client: Kathy Davis, group brand manager sports performance, Lucozade

Brief: Exploit Lucozade Sport's sponsorship of Steven Gerrard

Creative agency: M&C Saatchi

Writers: Tom Drew, Adam Mandelstam

Art directors: Tom Drew, Adam Mandelstam

Planner: Steve King

Media agency: MediaCom

Media planners: Melissa Dodds, Clay Gill

Production company: RSA

Director: Nick Livesey

Post-production: Moving Picture Company

Audio post-production: Boom

Exposure: National TV


Using its position as the official sports drink of the football Premiership, Lucozade Sport has lined up the Liverpool captain and England midfielder, Steven Gerrard, to be its frontman in a new TV ad from M&C Saatchi.

The ad blends the imagery of fast-moving machinery with the footballer in action. The spot finishes with Gerrard drinking a bottle of Lucozade and the line: "For the midfield engine. Are you ready?"

As the UK's market-leading sports drink with a 17 per cent value share of the energy drink category, Lucozade Sport has a high profile at sporting events. It also sponsors a number of athletes, including the rugby player Jonny Wilkinson. Its previous ads have all exploited these sports star links and earlier campaigns have used footballers, including Alan Shearer and Michael Owen.



Project: Leather as standard

Client: Steve Robertson, director of marketing and product services, MG

Rover Group

Brief: Announce the 2005 versions of the Rover 25 and Rover 45

Creative agency: St Luke's

Writer: Brian Cooper

Art director: Jason Stewart

Planner: Emily Stokes

Media agency: ZenithOptimedia

Media planner: Gordon Domlija

Photographer: Penny Cottlee

Exposure: National quality newspapers and consumer magazines


St Luke's first work for Rover since it picked up the account at the start of the year is a print campaign that focuses on the car's leather-as-standard proposition.

All 2005 Rover 25 and Rover 45 models are delivered with leather upholstery. The new ads focus on this quality positioning and line the car up next to bottles of perfume with the line: "Eau de leather." They also introduce a new endline: "Rover - your space."

Rover has seen declining sales figures over the past year, with a market share that has slumped by more than 3 per cent. The company, which was sold by BMW to Phoenix Ventures Holding for just ú10 in 2000, is now looking to form an alliance with China's Shanghai Automotive Industry Corp.



Project: Nissan Pathfinder pre-launch

Client: Helen Perry, CRM controller, Nissan UK

Brief: Target existing prospects and customers to pre-order the Nissan


Creative agency: Tullo Marshall Warren

Writer: Natasha Ali

Art directors: Emma Robinson, Natasha Ali

Planner: Richard Calvert

Illustrator: Martin O'Neill

Exposure: Direct mailing to 4,360 potential Pathfinder owners


"More power, bigger space, better stories" is the theme behind a new direct mailing from Tullo Marshall Warren for the Nissan Pathfinder, which launches in the UK this March. The mailpack was sent to 4,360 people who have expressed an interest in the Pathfinder or who own competitor vehicles, such as the Land Rover Discovery. Styled as an adventure novel and titled My Incredible Adventures, the book contains only blank pages.

Potential Pathfinder owners - named as the author on the cover - are invited to write their own adventures.

An e-mail version will be sent to a further 1,151 people who have requested communication via e-mail only.



Project: 40 years of Ford Transit

Client: Gary Whitton, director of commercial vehicles, Ford

Brief: Celebrate 40 years of the Transit in Britain

Creative agency: Ogilvy & Mather

Writer: Katey Ward

Art director: Andrew Wyton

Planners: Nick Baker, Neil Fairfield

Media agency: MindShare

Media planner: Mark Murray-Jones

Photographer: Jason Hawkes

Exposure: Outdoor, press, bus-sides, sandwich bags


The Ford Transit - the mother of all white vans - is celebrating its 40th birthday with a print and poster campaign that touts its Britishness.

The Ford Transit has been the most popular van in the UK since its launch in 1965, and now commands more than one-third of the UK medium-van market.

Developing the previous "backbone of Britain" campaign, the ads, created by Ogilvy & Mather, play on the idea that the market-leading Transit is a great British icon. The strapline reads: "Transit and you. 40 years of building a great Briton."



Project: Stream

Client: Margaret Jobling, brand director, Lever Faberge

Brief: Announce Lynx Unlimited, the new 2005 variant, in an exciting way

Creative agency: Bartle Bogle Hegarty

Writers: Rik Brown, Jon Fox

Art directors: Rik Brown, Jon Fox

Planner: Gwen Raillard

Media agency: Initiative

Media planner: Emma Asquith

Production company: Gorgeous

Director: Tom Carty

Editor: Paul Watts, The Quarry

Post-production: Glassworks

Audio post-production: Wave

Exposure: National TV


The male anti-perspirant brand and self-styled "purveyor of pulling", Lynx, has rolled out a new fragrance, Lynx Unlimited. The launch is backed with a ú15 million promotional spend throughout 2005, which will include TV, cinema, posters and online advertising, as well as product sampling.

Bartle Bogle Hegarty's eastern-flavoured spot opens on the banks of a river in ancient China, where we find our Lynx hero in hot pursuit of the object of his affections. In scenes spoofing the famous fight sequences from Crouching Tiger, Hidden Dragon, the pair gracefully zoom through the air, before floating down to a courtyard for their final showdown. Ripping open his shirt, the martial artist finally manages to best his opponent with a waft of his new body spray.



Project: Bus stop

Client: Lawrence Hamilton, general manager of marketing, Kia

Brief: Bring to life Kia's famous finance initiative

Creative agency: Mustoes

Writers: Mick Mahoney, Andy Amadeo

Art directors: Mick Mahoney, Andy Amadeo

Planner: Rachel Pashley

Media agency: Starcom Motive

Production company: Passion Pictures

Director: Pete Candeland

Exposure: National TV


The Korean car manufacturer Kia is reintroducing its ú1 deposit offer. Mustoes has created an animated spot to promote the deal, reprising its "think about it" campaign.

The ad features a miserable-looking man waiting for a bus in the rain. A voiceover asks whether he'd prefer to spend his quid on the bus or on a new car, and ends with the line: "The thinking person's finance deal."

The ú1 deal was introduced by Kia in 2003, as an incentive to buy at the start of the year. In 2004, Kia achieved a 1 per cent UK market share for the first time.



Project: Talking together

Client: Alan Wells, managing director,

Basic Skills Agency

Brief: Help ensure that all children get a good start when they begin


Creative agency: Golley Slater

Writer: Paul Pickersgill

Art director: Mark Wordley

Planner: Jenny Williams

Media agency: Golley Slater

Production company: Wordley Productions

Director: Paul Pickersgill

Exposure: TV, press, outdoor


The Basic Skills Agency has commissioned a TV and print campaign which focuses on early-years skills development and supports the Department for Education's strategy for all children to be prepared for learning when they start school.

Three spots from Golley Slater have a simple core message: talking to your children will give them the best start in life, even if that means giving an unborn child a ball-by-ball rundown of a football match, or embarrassing a teenage son by singing "Old MacDonald" to his younger brother in the supermarket.