ONE TO LOOK OUT FOR - COCA-COLA - THE BAND
1001 - SPOT SHOT
Project: The band
Client: Julia Goldin, marketing director, Coca-Cola
Brief: A celebration of real football fans
Creative agency: Mother
Art director: Mother
Media agency: Vizeum
Media planner: Jenny Howard
Production company: Academy
Director: Frederic Planchon
Editor: Johnny Scarlet, The Quarry
Post-production: The Moving Picture Company
Audio post-production: Sound Tree
Exposure: National TV
THE LOWDOWN Coca-Cola is touting its football-supporting credentials in its first above-the-line campaign explicitly supporting its football association since it awarded the business to Mother earlier this year.
"The band" follows a troupe of tambourine-wielding singers, saucepan-bashers and accordion players that tours a selection of Coca-Cola Championship grounds on match day, heaping musical praise on the supporters they meet.
The 60-second spot, directed by Frederic Planchon, ends with a shot of a Coca-Cola billboard outside a ground. The soft drinks manufacturer is also running a competition for a fan to win ú250,000, to be spent on a player of their club's choice.
Mother created the "real Football League" campaign for Coca-Cola last year as part of its brand advertising for the soft drinks giant.
1001 - SPOT SHOT
Project: Spot shot
Client: David Whittome, marketing manager, 1001
Brief: Launch 1001 No Vac Foam Carpet Freshener
Creative agency: BDHTBWA
Writer: Richard Sorenson
Art director: Matt Crosby
Planner: Lorna Hawtin
Media agencies: Central Focus, Mediaedge: cia
Media planner: Stephen Gregory
Production company: Small Family Business
Director: Luke Forsyth
Post-production: Framestore CFC
Audio post-production: Wave
Exposure: National TV
The carpet-cleaning brand 1001 is launching a new line, 1001 No Vac Foam Carpet Freshener, with a medallion-man execution with a twist.
With tongue firmly in cheek, BDHTBWA's ad stars a would-be lothario looking to impress the chicks on a night out. In an attempt to boost his appeal, he uses a piece of carpet ripped from his bathroom floor to add a bit of rug to his chest. Noticing the scrap doesn't smell as good as it might, he gives it a quick spray of 1001 and he's ready to go.
The 1001 range, which has a 40 per cent market share in the UK, was bought by WD 40 last year in a deal worth $11.5 million.
JAMMIE DODGERS - CINEMA CAMPAIGN
Project: Cinema campaign
Client: Jaspal Chada, marketing director, Jammie Dodgers
Brief: Relaunch the Jammie Dodgers brand
Creative agency: McCann Erickson
Writers: John Hurst, Andy Daley
Art directors: John Hurst, Carole Davids
Planners: Stephen Meade, Robbie Burton-Sanigar
Media agency: Universal McCann
Production company: Hibbert Ralf Animation
Director: Jerry Hibbert
McCann Erickson's ú2 million cinema campaign to relaunch Burton's Foods' Jammie Dodgers works on the premise that there's a little mischief hiding inside each biscuit.
A 30-second branding spot opens on a mother unpacking her shopping. As she turns her attention away from the kitchen table, a gang of animated raspberry-jam creatures emerge from a packet of the biscuits to wreak havoc with a bag of Brussels sprouts, much to the delight of her young son.
LYNX - UNLIMITED NINJA
Project: Lynx Unlimited ninja
Client: Michael Sheldon, European brand manager, Unilever
Brief: Online advertising to support the new variant Lynx Unlimited
Creative agency: Dare
Writer: James Cooper
Art director: Flo Heiss
Designer: Emma Hogan
Planner: Rebecca Mackenzie
Media agency: Initiative
Media planner: Rebecca Ridler
Blimey, a campaign for a new Lynx brand that doesn't feature half-dressed women. Dare's online launch work for Lynx Unlimited instead opts for an ass-kicking ninja girl that draws on the Crouching Tiger, Hidden Dragon-style above-the-line work from Bartle Bogle Hegarty.
In one execution, ninja girl drops out of a banner on to the computer screen and attacks the cursor using a variety of martial arts moves. After she vanishes in a puff of digital smoke, a message appears encouraging visitors to follow her to the Unlimited website, where they can win prizes including a slimline PlayStation 2.
As well as other banner executions, the campaign includes a downloadable recycle bin for the desktop. When a document is dragged into the bin, the seated ninja springs into life and kicks it off the side of the screen.
METROPOLITAN POLICE SERVICE - DOMESTIC VIOLENCE
Project: Domestic violence
Client: Sarah Partridge, campaign manager, Metropolitan Police Service
Brief: Communicate to abusers that the Met can and will arrest them,
even without a statement from their partner
Creative: agency: Miles Calcraft Briginshaw Duffy
Writer: Jeremy Carr
Art: director: Jeremy Carr
Planner: Mary Tucker
Media: agency: MediaCom
Media: planner: Anna Wilson
Exposure: Outdoor, press, radio, ambient
The Metropolitan Police estimates that one in four women is abused by a partner during her lifetime and an average of two women are killed each week in domestic violence incidents.
A new campaign from Miles Calcraft Briginshaw Duffy publicises a change in strategy for the Met: rather than target victims, it confronts abusers with the news that a partner's statement is no longer needed to make an arrest.The copy-heavy, hard-hitting cross-track posters talk directly to men who may be abusing their partners, reminding them that their behaviour will not be tolerated.
Beermats and football match programmes supplement the posters, while radio ads chillingly recreate a 999 call from a victim of domestic violence.
RADIO TIMES - BY THE BOOK
Project: By the book
Client: David Robinson, marketing manager, Radio Times
Brief: Demonstrate why Radio Times is the only TV magazine with
Creative agency: Davison Smiley Jones
Writer: Paul Snoxell
Art director: Andy Todd
Planner: Richard Dunn
Exposure: Direct mail to 250,000 occasional readers
Radio Times is launching a readership drive with a below-the-line campaign from Davison Smiley Jones.
The BBC TV listings magazine is mailing two humorous mini-books in an attempt to get occasional readers into the habit of buying the magazine more regularly.
You Are What You Watch describes the pitfalls of not reading the magazine every week. How to Watch TV takes its lead from modern user guides to help readers use Radio Times in a way that best suits them.
The two packs are delivered in cartons and, accompanied by descriptive delivery notes, contain 12 personalised half-price vouchers.
The Radio Times saw a 4.2 per cent decline in sales over 2004, ending the year with an ABC of 1,108,718.
UKTV - UKTV STYLE GARDENS LAUNCH
Project: UKTV Style Gardens launch
Client: Paul Moreton, head of lifestyle marketing, UKTV
Brief: Launch UKTV's new channel UKTV Style Gardens
Creative agency: Mother
Art director: Mother
Media agency: PHD
Media planner: Katherine Jenner
UKTV is backing the launch of its new channel, UKTV Style Gardens, with an ambient campaign created by Mother.
A series of ads placed across major UK cities aims to encourage passers-by to think about gardening and the possibilities the pastime provides.
A series of giant plant tags appears in places where, with a green-fingered touch, plants would find ideal conditions in which to grow. Lampposts are a suggested location for climbing plants, while railway bridges feature labels for shade-loving species such as Rhododendrons.
The launch brings the UKTV channel portfolio to ten, with a combined weekly reach of 47 per cent of UK adults.
AQA - ANY QUESTIONS ANSWERED
Project: Any questions answered
Client: Paul Cockerton, marketing director, AQA
Brief: Invite users to try the AQA service
Creative agency: Campbell Doyle Dye
Writer: Sean Doyle
Art director: Dave Dye
Media agency: Rocket
Media planner: Mark Sherwood
Illustrator: Adam Holwing
Exposure: National press, online, ambient
Launched last year, the mobile communications service AQA pledges to supply an answer to any question. Using a combination of database technology and a skilled research team, the service is like having your mobile permanently on phone-a-friend.
In its first work for the service since it won the account, Campbell Doyle Dye has created a print campaign that plays on the idea of killing off the question-mark, suggesting that the curly, dotted little blighter stands in the way of our quest for knowledge.
Illustrated press ads feature the punctuation mark in a number of life-threatening scenarios; in one execution, the question-mark is gunned down by the mafia; in another, it is caught in a mousetrap.