The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Stella Artois - Ice-skating priests

Project: Ice-skating priests

Clients: Phil Rumbol, marketing director, Stella Artois; Kerry Collinge,

senior brand manager, InBev

Brief: Stella Artois, the lager of supreme quality and worth

Creative agency: Lowe London

Writer: Vince Squibb

Art director: Vince Squibb

Producer: Simon Cooper

Planner: Jennifer Wirth

Media agency: Starcom

Media planner: Lee Ramsey

Production company: Academy Productions

Director: Jonathan Glazer

Editor: Paul Watts

Post-production: The Moving Picture Company; The Quarry

Exposure: National TV

THE LOWDOWN Jonathan Glazer has marked his third outing as the director of the Stella Artois ads with an epic film featuring priests skating on a frozen pond.

The TV spot, called "ice-skating priests", is running as two-minute and 90-second versions. It is part of a ú40 million marketing commitment by InBev on its flagship lager brand.

The spot sees scores of Catholic clergymen rushing outside to enjoy a surprise snowfall. One of the priests sends one of his brothers to fetch a crate of Stella Artois. Upon his return, however, he falls through the ice and disappears into the frozen water. Showing little compassion for the priest, his brothers rush over in an attempt to save the beer. Finally, the priest manages to get out of the freezing water, only to be sent back in to retrieve some bottles of Stella Artois.

The ad marks a slight departure from the Stella Artois template - the usual Stella accordion soundtrack has been replaced by a frenetic piano score, the type synonymous with black-and-white silent movies.


Project: Peugeot 1007

Client: Oliver Griffin, head of customer communications, Peugeot

Brief: Drive pre-launch awareness of the new compact car

Creative agency: EHS Brann

Writer: Nick Moffat

Art director: Tristan Sellen

Planner: Kate Wheaton

Designer/photographer: Glenn Duggan

Exposure: 5,000 direct mail-packs to prospects


The Peugeot 1007, which launches in the UK in July, has already been voted Best Small Car of 2005 by Top Gear magazine. Peugeot is hoping to capitalise on such positive PR with a pre-launch campaign that features direct marketing alongside online work.

EHS Brann has created a mailing that highlights the space available in the 1007. The mailing pops open into a box when removed from the outer envelope, completing the line "having more room" with the message: "Is surprisingly easy."

The 1007 launch, which will see the car compete against the likes of the Renault Modus and Smart ForFour, could help Peugeot to lift its 2004 UK sales of 167,822 (down from 184,940 the previous year). The mailing contains a call to action, with the option to call a 1007 hotline, text or go online for more information.


Project: The British Tailoring Room

Client: Nicole Refson, advertising and promotions controller, Harrods

Brief: Launch The British Tailoring Room at Harrods

Creative agency: Ogilvy & Mather

Writers: Nick Simons, Jules Chalkley

Art directors: Nick Simons, Jules Chalkley

Planner: Bethan Bailey

Media agency: PHD

Media planner: n/s

Photographer: Finlay MacKay

Exposure: Outdoor, press


Ogilvy & Mather has depicted the aftermath of a fight between ten of the top tailors in Britain in its new print campaign for the department store Harrods.

A Vanity Fair-style group portrait shows the aforementioned tailors, including Vivienne Westwood and Paul Smith, dressed in their best togs but looking a little roughed-up. The strapline reads: "Britain's ten best tailors. One room." The campaign has been created to advertise a new shopping space in the Harrods store called The British Tailoring Room.

Approximately 40 per cent of Harrods' trade comes from tourists, but since the terrorist attacks of 11 September 2001, the number of travellers to the capital has dropped, which has affected Harrods' sales. The new tailoring department is designed to persuade upmarket male Londoners to return to the store.


Project: Flash Home Car Wash System

Client: Nathan Homer, Flash brand manager, Procter & Gamble

Brief: Launch the Flash Home Car Wash System and communicate its benefit

of leaving your car with a spot-free shine without the need to hand-dry

Creative agency: Grey London

Creative team: Lee Brook, Nick Rowland

Planner: Katie Leighton

Media planning: ZenithOptimedia

Media planner: Tony Robinson

Media buying: MediaCom

Illustrator/designer: Paul Reas

Exposure: National press


Procter & Gamble is taking its Flash cleaning brand out of the home for the first time and pitching it to a new audience of car-proud motorists.

The brand, long synonymous with TV advertising fronted by the comedy actor Karl Howman, moves to national press for the launch of the Flash Home Car Wash System. Grey London produced the ú2 million campaign, which builds on Flash's cleaning heritage while promoting the new product as leaving cars with a spot-free shine without the need to hand-dry. Three executions show car parts being hung out to dry in various places: on a washing line, in a launderette and on a radiator.

The ads, bearing the message "It's the easy way to a Flash motor", will appear around sports pages and coincide with major sporting events.


Project: Heinz Mean Beanz

Client: Simon Breckon, senior brand manager, Heinz

Brief: Get people who want to add variety to their beans fixation to get

excited by the launch of Heinz Mean Beanz by introducing them to beans

with a mean attitude

Creative agency: Leo Burnett

Writer: Big Al

Art director: Big Al

Planner: Matt Wyatt

Media agency: Vizeum

Media planner: Andrew Mortimer

Production company: Park Village

Director: Roger Woodburn

Editor: Peter Beston, The Film Editors

Post-production: Framestore CFC

Audio post-production: Factory

Exposure: National TV


People's fickle tastes and the ever-changing FMCG landscape are constantly forcing food manufacturers to rethink their offering.

Despite sales of more than ú3 billion in 2004, Heinz has introduced new lines. Summer 2004 saw the launch of Heinz Mean Beanz, a brand extension of spicy beans including flavours such as jalfrezi and chilli. The ad campaign for the launch pushed sales of all types of Heinz beans up by 17 per cent.

The company will seek to capitalise on this by airing three new ads created by Leo Burnett. Each features the strapline: "A mean son of a bean."

To emphasise his meanness, the bean is given the accent of an archetypal American mobster - part-Tony Soprano, part-Tony "Scarface" Montana.


Project: 21 Corners

Client: Chris McDonough, UK marketing director, Muller

Brief: For every character there's a Corner

Creative agency: TBWALondon

Writer: Carol Haig

Art director: Phil Martin

Planner: Nicole Rocheleau

Media agency: MediaCom

Media planner: Claire Murray

Production company: Brave Films

Director: Jason Smith

Editor: Final Cut

Post-production: Clear

Exposure: National TV


TBWA has come up with a novel way to promote Muller's Fruit Corner yoghurt brand. The agency has produced a TV ad, which shows several groups of typically British people enjoying the product in their own "corners" - in a corner-shaped office or in the corner of a windbreaker on a beach. As one scene ends, the footage is folded over into the next scene, to symbolise the folding manoeuvre needed to blend the two components of the yoghurt.

The ad is the latest in a ú4.5 million Fruit Corner TV strategy, which Muller hopes will help it regain share in the adult yoghurt market. According to ACNielsen, the Muller brand had 30.2 per cent of the market in 2003, but this had declined to 25.5 per cent by the middle of last year.


Project: Seeds of Change 2005

Client: Olivia Cheng, brand manager, Seeds of Change

Brief: The anti-organic, organic brand

Creative agency: TBWALondon

Writer: Simon Hardy

Art director: Steve Williams

Planner: Daniel Joseph

Media planning: MediaCom

Media planner: Luke Bozeat

Media buying: ZenithOptimedia

Designers: Kai & Sunny, The Central Illustration Agency

Exposure: National press


The new campaign for Seeds of Change's organic cooking sauces attempts to position them away from the negative nut-roast connotations associated with organic food.

The four press spots parody the hippy stereotypes prevalent in the organic food market. Against a background of psychedelic designs, the copy focuses on the taste of the sauces rather than highlighting the worthy benefits of eating them.

One spot reads: "Hey, keep those free love shenanigans away from our extra virgin olive oil." All four use the line: "The only thing far out is the taste."

Over the past ten years, sales of organic food in the UK have increased tenfold from slightly more than ú100 million in 1993-94 to ú1.12 billion in 2003-04. During 2003-04, organic sales grew by 10.2 per cent, at almost ú2 million a week.


Project: Port Salut

Clients: Jean-Noel Darniche, director of marketing; Joanna Wozniak,

brand manager, Bel UK

Brief: Increase awareness of the Port Salut brand

Creative agency: Saatchi & Saatchi

Writer: Paul Ewen

Art director: Phil Clarke

Planner: Kevin Chesters

Media agency: OMD UK

Media planner: Lisa Batty

Director: Herve Hiolle

Production company: Franco American

Post-production: GL Pipa

Exposure: National TV


Britons who relocate to France in the expectation of living a life from A Year In Provence are lampooned in the first UK campaign for Port Salut cheese.

First made by Trappist monks on the west coast of France in the mid-1800s, the semi-soft cow's cheese is being promoted with advertising that aims to generate awareness in the speciality cheese category - a market said to be confusing for many British consumers. The documentary-style ad attempts to present Port Salut as an everyday treat and features a young couple so seduced by the taste of Port Salut when they move to France that they overlook daily adversities.

Not even having their car wing mirror ripped off in a narrow village street or the collapse of their kitchen cupboards can dampen their enthusiasm.


Project: Wanadoo Broadband

Client: Anita Barker, head of digital marketing

Brief: Create an online advertising campaign to promote broadband


Creative agency: Dare

Writer: James Cooper

Art director: Olivier Rabenschlag

Planner: Rebecca Mackenzie

Media agency: Quantum

Media planners: Rosalie Kurton, Aidan Mark

Exposure: Internet


Wanadoo is trying to convince consumers that life is too short not to have broadband, in its first online campaign since its December appointment of Dare.

The interactive banners and MPUs carry the message: "Time is short." One asks potential customers to strike a match and set light to a matchbook, while another encourages them to use a sparkler to write messages.

Wanadoo's television ads fell foul of the Advertising Standards Authority this year and the France Telecom-owned business has put its pan-European above-the-line account up for pitch.