The Work: New campaigns - UK

ONE TO LOOK OUT FOR - Boots - No7 relaunch

Project: No7 relaunch

Client: Boots

Brief: Put the premium back into the No7 brand

Creative: agency: Mother

Writer: Mother

Art: director: Mother

Planner: Fleur Holcroft, Naked

Media agency: MediaCom

Production company: Blink

Director: Dougal Wilson

Editor: Suzy Davis

Post-production: The Moving Picture Company

Audio post-production: Factory

Exposure: National TV and women's magazines


Boots has invested ú30 million in the redesign and relaunch of its premium No7 cosmetic range to reinforce the brand's position as reasonably priced, upmarket make-up, and cement its market-leading position.

The campaign, through Mother, is the first major TV work the agency has developed for the cosmetic brand since it won the ú40 million Boots account last year.

Featuring three spots, the campaign focuses on communicating different benefits of the product range.

The first, "full impact", uses the blink of an eye to demonstrate the difference No7 mascara makes on both eyelashes and unwitting observers. The dramatic effect of the blink as it travels through a car window and engulfs the street was created using a Photosonic camera - normally used for slow-motion work - in real time. The ad was directed by Dougal Wilson, the man behind the camera on Orange's animated Christmas campaign.

The second and third spots, which air in two weeks' time, will focus on No7's Stay Perfect foundation and skincare product ranges.


Project: Mercedes-Benz A-Class

Client: Nick Ratcliffe, marketing director, Mercedes Car Group

Brief: Launch the new A-Class by taking space to an emotional level

Creative agency: Campbell Doyle Dye

Writer: Dave Sullivan

Art director: Tom Ewart

Planner: Craig Harries

Media agency: BJK&E

Media planner: Louise Reid

Production company: Gorgeous

Director: Frank Budgen

Editor: Paul Watts, The Quarry

Post-production: Tom Sparks

Exposure: National TV


Over the years, Mercedes has traded on luxury. But space and comfort are key in the German car manufacturer's latest campaign for the new A-Class model, directed by Frank Budgen.

Frenetic imagery brings to life the stresses and strains of a day at the office, which gradually work to suffocate the ad's male lead. He is only able to escape the pandemonium in the sanctity of his A-Class and the relaxing drive home.

The A-Class is Mercedes' venture into the family hatchback sector as it bids to claw back market share from its arch rival, BMW. In August 2004, Mercedes recorded an 11.9 per cent drop in sales compared with the previous year. This was in addition to a 21.3 per cent fall in sales from 2002 to 2003.


Project: Every column inch counts

Client: Louise Holah, direct marketing manager, The Sunday Telegraph

Brief: Acquire new Sunday Telegraph readers

Creative: agency: Hall Moore CHI

Writers: Matt Davis, Pippa Baskerville

Art directors: Richard Megson, Matt Peckham

Planner: Simon Hall

Exposure: Direct mail


As part of its effort to increase its 692,107 circulation, The Sunday Telegraph is using a direct marketing campaign to target readers who take a competing Sunday title.

The promotion encourages recipients to try The Sunday Telegraph for 12 weeks with vouchers offering 50p off the cover price.

The pack, by Hall Moore CHI, includes a scale version of the paper, with sheets of newspaper stock, each carrying a word to dramatise the fact that the paper concentrates on quality rather than quantity. When placed in order, the words read: "Flicking through reams and reams of paper on a Sunday can be tedious if you get nothing from it."

Although it posted a 0.68 per cent circulation rise in January, The Sunday Telegraph is still some way behind the market leader, The Sunday Times, which rose by 5.45 per cent to 1,375,982.


Project: Pool

Client: Neil Swann, chief executive, Starlight Children's Foundation

Brief: Create awareness of Starlight, and show children as fun-loving,

not victims

Creative: agency: Mustoes

Writers: Neame Ingram, Paul Westmoreland

Art directors: Neame Ingram, Paul Westmoreland

Planner: Jon Howard

Media agency: In-house

Production company: Pagan

Director: Vaughan Arnell

Editor: Duncan Shepherd, Final Cut

Post-production: Glassworks

Audio post-production: Wave

Exposure: TV and cinema


The Starlight Children's Foundation brightens the lives of seriously and terminally ill children by granting their wishes and providing hospital entertainment.

Mustoes has created a 90-second TV and cinema film for the charity, which shows a boy being pushed in a wheel-chair to the steps of an Olympic diving board. Clinging to the handrail, he slowly and dramatically climbs the steps. When he gets to the top, instead of jumping into the pool, he pees from the high board.

The spot ends with the voiceover of a young boy asking for donations to help continue making the wishes of sick children come true - whatever they may be.


Project: Flash Naturals

Client: Nathan Homer, brand manager, Procter & Gamble

Brief: Drive awareness of the new Naturals all-purpose cleaner range

Creative agency: Grey London

Writer: Ben Stilitz

Art director: n/s

Planner: Katie Leighton

Media buying: MediaCom

Media planning: ZenithOptimedia

Media planner: Nadine Young

Photographer: Pete Seaward

Exposure: National women's weekly and monthly magazines


The mere mention of housework usually invokes images of dust, dirt and sweat. Confounding expectations, Grey has developed a campaign for Flash's new Naturals range that substitutes grime for green tea, grapefruit and sea spray and aims to increase Flash's market-leading 23 per cent share in the process.

The print ads, which will run in women's weekly and monthly magazines, show how Flash can bring all the benefits of the great outdoors to the kitchen and bathroom, without any of the dangers. They combine picturesque open-air scenes with mischievous text that highlights the hidden dangers of the outdoor world.

In "mountain", the landscape contains a filthy quagmire and poisonous fungi; "coast" points out the risks of shark attack and strong currents. On both posters, the endline reads: "Enjoy the freshness of the outdoors in the safety of your own home."


Project: Thrill

Client: Karen Hamilton, brand development director, Unilever

Brief: Impulse gives me the confidence to attract guys

Creative agency: Bartle Bogle Hegarty

Writer: Gavin Lester

Art director: Gavin Lester

Planner: Rachel Stent

Media agency: Initiative

Media planner: Anushia Menon

Production company: Rose Hackney Barber

Directors: Les Freres Poiraud

Post-production: Framestore CFC

Audio post-production: Wave

Exposure: National TV


Looking to strengthen its 50 per cent share of the women's body-spray market, Unilever has launched Thrill, the latest fragrance in its 30-year-old Impulse range, with a TV ad from Bartle Bogle Hegarty.

The ad, aimed at teenage girls, continues the long-running "act on impulse" theme, showing how wearing the spray spurs women into action.

In the new spot, a bus driver, sitting in traffic on a sweltering hot day, sees an attractive baseball player on a large TV screen about to strike a ball at a nearby game. She douses herself in the fragrance and careers across town in the bus, crashing on to the baseball pitch into the path of the batsman.

The previous fragrance in the Impulse range was Goddess, which launched a year ago. It became the most successful Impulse fragrance to date, with an 8.1 per cent share of the market.


Project: Team Talk

Client: Susie Moore, head of brand and marketing communications, O2

Brief: Promote O2's sponsorship of the England rugby team online

Creative agency: Agency Republic

Writer: Chris Baylis

Art director: Russ Tucker

Planner: Jez Dutton

Media agency: Agency Republic

Media planner: Emma Batchelor

Exposure: Internet


The popularity and performance of England's World Cup-winning rugby team might be on the wane, but that didn't stop O2 signing up to a four-year, ú12 million extension to its sponsorship in August 2004.

A new online campaign to support the team's Six Nations effort aims to highlight that association by testing fans' knowledge using an interactive quiz, called Team Talk, hosted on the O2 website.

A series of standard and rich media banners will run on key rugby websites, including, to drive traffic to the quiz site. After completing each round against the clock, users are rewarded with clips of great England tries and, if they get all the questions right, can win England tickets and other rugby prizes.


Project: Babies and toddlers 2005

Client: Chris Greenwood, brand manager, NSPCC

Brief: Get parents to reassess hitting children

Creative agency: Saatchi & Saatchi

Writer: Paul Domenet

Art director: Andrew Clarke

Planner: Leigh Park

Media agency: ZenithOptimedia

Media planner: Sheila Bowden

Production company: Method Films

Director: Richard Anthony

Exposure: National TV


The Government's Children's Act, which outlaws smacking children, should be enough to make most parents think twice about raising an aggressive hand.

The NSPCC is running a new TV spot through Saatchi & Saatchi that focuses on how easily and unnecessarily adults take their daily frustrations out on their children. The ad shows adults in frustrating circumstances; the scenes gather momentum, with a man missing his Tube and a woman angry at being stuck in traffic. The final scene shows a woman lunge towards her toddler as if to hit him. The ad ends with the line: "Hit means lost it."


Project: Aerial view

Client: Richard Huthwaite, head of marketing, COI Communications/RAF

Brief: Raise awareness and get the target audience to consider the RAF

as an exciting future career

Creative agency: Delaney Lund Knox Warren & Partners

Writer: Paula Marcantonio

Art director: Keith Terry

Planner: Charlie Snow

Media agency: Manning Gottlieb OMD

Production company: Pagan Films

Director: Vaughan Arnell

Exposure: National TV


Delaney Lund Knox Warren & Partners has produced its first work for the Royal Air Force since it won the ú2.6 million account from JWT in September 2004.

A TV campaign shows there's more to a career in the RAF than being a pilot, and attempts to drive 16- to 24-year-olds to the RAF's website and recruitment outlets. The ad features footage of a Typhoon fighter flying over landscapes that incorporate shapes and icons that relate to specific jobs available within the RAF.

Despite cutting 7,500 jobs over the next four years, the RAF still has a shortage of engineers, medics and catering staff.