The Work: New Campaigns - UK


Project: Flexible Mortgage launch

Client: Jeremy Davies, brand and communications director, Abbey

Brief: Develop a new communications idea for Abbey that is radically

simple but sharp enough to cut through the clutter

Creative agency: WCRS

Writer: Gary Knight

Art director: Tim Robertson

Planner: Roisin Robothan-Jones

Media agency: MindShare

Media planner: Steve Henderson

Production company: HLA

Director: Simon Ratigan

Editor: Adam Spivey, Speade

Post-production: Finish

Audio post-production: 750 mph

Exposure: National TV

Abbey's new slogan, "Abbey. More ideas for your money", is unveiled in its first campaign from WCRS. The campaign also reveals Abbey's new logo - the bank's name in a red cube, which provides the inspiration for the spot.

The ú3.3 million campaign, which focuses on Abbey's Flexible Plus Mortgage, uses the cube to show the mortgage's benefits. In the TV spot, a man falls back into a red-cube armchair to dramatise the fact that borrowers can relax about Abbey's mortgage. A dog is shown running from a red garage door, with its lead trailing to demonstrate that it's a product that won't tie you in.

Abbey is Britain's second-biggest mortgage lender and was taken over by the Spanish bank Grupo Santander in November 2004. It is undergoing a complete rebrand to bring it in line with its new owner. Its 726 branches will be given a facelift costing ú8.5 million.


Project: Curious tales

Client: Amanda Bindon, head of marketing, Waitrose

Brief: Describe the difference that being a partnership makes to

Waitrose customers

Creative agency: HOW

Writer: Chris O'Shea

Art director: Ken Hoggins

Planner: Dominic Hall

Media agency: Brand Connection

Media planner: Rob Bellass

Exposure: National newspapers, magazines

HOW's print campaign for Waitrose takes its tone from Mark Haddon's hit novel The Curious Incident of the Dog in the Night-time.

The copy-driven ads aim to illustrate how farmers, growers, suppliers and Waitrose partners (the workers own the company) work in harmony to provide a quality shopping experience.

One ad, entitled "The peculiar incident of the fishmonger performing on Hilary's kitchen table", details the personal service one customer received when trying to skin her plaice fillets. Another, "The strange tale of the farmer, his wife and the well-fed stranger", describes how happy pigs make the tastiest pork.

Owned by the John Lewis Partnership, Waitrose last year boosted its market share from 3.2 per cent to 3.6 per cent following a number of new store openings.


Project: BT Broadband

Client: Emma Armstrong, interactive marketing manager, BT

Brief: Drive sales of BT Broadband

Creative agency:

Writers: Adrian Peters, David Wellington

Art directors: Adrian Peters, David Wellington

Planner: Melissa Beecroft

Designers: Dan Harman, Wil Bevan, Perry Cooper, Karl Reynolds

Media agency: i-level

Media planner: Malcolm Devoy

Exposure: Roadblocks running on and; rich-media and standard formats running on sites including MSN and eBay

BT Broadband's last online campaign was a big success, boosting online sales by 30 per cent, but BT's consumer broadband market share as a whole continues to fall in a cluttered and competitive environment.

BT still suffers from the consumer perception that it is expensive compared with other providers. The campaign from communicates a value-for-money message and targets 24- to 45-year-olds who have yet to make the switch to broadband.

The ads use illustration and cut-up photographic elements and include roadblocks, overlays and expandable banners, with the strapline: "Given the choice, wouldn't you want more for your money?" One skyscraper execution shows a four-seater sofa on sale for ú100, then expands to reveal it is actually a 114-seater sofa.


Project: Start to finish

Client: The Observer

Brief: Drive new readers to the award-winning Observer Sport Monthly

Creative agency: Mother

Writer: Mother

Art director: Mother

Media agency: PHD

Media planner: Jennifer Harden

Production company: Partizan

Director: Thomas Hilland

Editor: Bill Smedley, The Quarry

Post-production: Glassworks

Audio post-production: Factory Studios

Exposure: National TV

The Observer is plugging its Sport Monthly supplement with a new campaign, "start to finish", from Mother, which highlights the breadth of sports coverage in the magazine.

The TV spot takes a similar approach to Mother's "Abba to Zappa" work for the Music Monthly, and features a series of sportsmen and women whose actions seamlessly merge into the next - a shot of a sprinter leaving the blocks becomes a cricketer, then a rugby player and so on, until the ad ends on a shot of a gymnast performing a back flip.

The integrated campaign also features print, radio, online and ambient executions, targeting potential readers when they are thinking about sport.

The Observer has a readership of 1.3 million, more than two-thirds of whom live in the London area.


Project: White knights

Client: Martin Stead, brand manager, Ariel

Brief: Celebrate whiteness within the context of tennis

Creative agency: Saatchi & Saatchi

Writer: Paul Domenet

Art director: Andrew Clarke

Planner: Sahar Shaker

Media agency: ZenithOptimedia

Media planner: Emma Blake

Production company: HLA

Director: Simon Ratigan

Editor: Amanda James, Final Cut

Post-production: The Moving Picture Company

Audio post-production: Wave

Exposure: National TV

Ariel's sponsorship of British tennis is served up again this week with the launch of a new TV advertising campaign from Saatchi & Saatchi.

The ads continue Ariel's four-year association with both the Lawn Tennis Association and Tim Henman, although the player doesn't appear in the latest spot.

The new ad features two men who will go to any lengths to play tennis at Wimbledon waiting until nightfall to creep on to the courts. The dazzling white of their shirts enables them to see and play brilliantly in the dark.

Ariel is the UK's second-best-selling detergent, with a 21 per cent market share, eight points behind the market leader, Persil.


Project: Let's do it together

Client: Max Alexander, managing director, CPW Telecoms

Brief: Encourage people to join Talk Talk in groups

Creative agency: Clemmow Hornby Inge

Writers: Enoch Lam, Manuela Barbosa

Art directors: Enoch Lam, Manuela Barbosa

Planner: Andy Lear

Media planning: Naked Inside

Media buying: Matters Media

Media planners: Mark Riley, Tim Allnutt

Production company: Stink

Director: David Frankham

Editor: Tim Thornton-Allan, Marshall St Editors

Post-production: The Moving Picture Company

Audio post-production: 750mph

Exposure: National TV

Clemmow Hornby Inge is launching its second campaign for Talk Talk, the landline phone company owned by Carphone Warehouse.

The ú2 million campaign brings to life the brand's offer of free phone calls between all Talk Talk users. A 40-second TV ad and a series of ten-second spots depict groups of dancers, shot from above, holding hands and forming shapes that represent scenarios in which people like to communicate. These include a heart being pierced by a moving arrow to suggest people in love, while two people holding hands represent friendship. The ad is accompanied by Thunderclap Newman's Something in the Air. The endline reads: "Talk Talk, let's do it together."

Talk Talk has recently renewed its sponsorship of Big Brother in a deal estimated to be worth ú1 million; the "let's do it together" spots will be adapted to run in the breaks of this summer's series.


Project: Smart peanuts

Client: Su Paver, marketing communications specialist, Smart UK

Brief: Generate enquiries for the Smart Fortwo and Forfour and

communicate the class-leading economy statistics that support the model


Creative agency: Rapier

Writer: Liz Franklin

Art director: Rob Ferrara

Planner: Alex Naylor

Designers: Ross Hanson, Mike Joseph

Exposure: 360,000 inserts in automotive titles

Rapier is behind a direct marketing campaign for the Daimler-Chrysler-owned brand Smart that plays on the marque's enviable fuel-economy statistics.

Styled on a packet of peanuts, the packs, 360,000 of which were inserted in UK automotive titles, provide details on the Smart Fortwo and Forfour models and explain how cheap the cars are to run.

Despite being cheaper to run than many other models, and the rise in petrol prices, Smart's market share remained static at 0.37 per cent last year, with only 2,609 registrations. This makes the marque only marginally larger than the fuel-thirsty Porsche.


Project: Space hopper

Client: Michele Oliver, European brand leader, Masterfoods

Brief: Reconnect consumers with the Maltesers brand

Creative agency: Abbott Mead Vickers BBDO

Writer: Charlotte Horton

Art director: Bonnie Horton

Planner: Stephanie Safari

Media planning: ZenithOptimedia

Media buying: MediaCom

Media planner: Andy Walsh

Production company: Nice Shirt

Director: Jon Hollis

Post-production: Nice Shirt

Exposure: National TV

Unlike Nestle's Kit Kat, which abandoned its long-running "Have a break" slogan last year, Masterfoods' Maltesers is carrying on with its tried and tested "the lighter way to enjoy chocolate" line. However, the brand is presenting the message in new ways in order to grow its appeal among its female target audience.

Abbott Mead Vickers BBDO has created a new ú4.1 million campaign that extends the "light" theme. "Space hopper", the first ad in the series, features women bouncing around the streets of London on Malteser space hoppers. The spot ends with the slogan: "The lighter way to enjoy commuting."


Project: The colourful gin

Clients: Russell Jones, marketing director; Mark Sandys, marketing

manager; Anna MacDonald, brand manager, Diageo

Brief: Enhance awareness of the superior ingredients that go into making

Gordon's portfolio of gins

Creative agency: Bartle Bogle Hegarty

Writers: Nick Kidney, Kevin Stark

Art directors: Nick Kidney, Kevin Stark

Planner: Jonathan Bottomley

Media agency: Carat

Media planner: Satin Ahadzadeh

Exposure: National papers and magazines, national poster sites

Gin is no longer seen as mother's ruin - a younger breed of gin-drinkers is credited by Gordon's for a 5 per cent increase in sales so far this year.

Diageo is building on this growth by launching a ú1 million press and poster campaign to emphasise the unique taste of the brand.

Three colourful executions promote three types of gin; Gordon's Gin, Gordon's Sloe Gin and Gordon's Distiller's Cut, made with lemon grass. Taglines and illustrations mark out the difference between the products' tastes.

The posters will be displayed on the London and Glasgow Underground systems, at London's Waterloo station and on billboards nationwide. The print ads will run in The Sunday Times, The Guardian and the Daily Mail.