The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Department for Transport - Teen road safety Project: Teen road safety Client: Lisa Gossage, publicity officer, Department for Transport Brief: Trigger teenagers to think twice at the roadside Creative agency: Leo Burnett Writers: Paul Jordan, Angus Macadam Art directors: Paul Jordan, Angus Macadam Planner: Becky Barry Media agency: Carat Media planners: Katy Harkness, Emma Sheehan Production company: Gorgeous Director: Chris Palmer Editor: Paul Watts, The Quarry Post-production: Tom Sparks Audio post-production: Wave Exposure: National TV, cinema


Every week, 55 teenagers are seriously injured on Britain's roads, a statistic that the Department for Transport is trying to reduce through a new ad, which is part of its "THINK!" road-safety campaign.

To demonstrate to teenagers that they need to remain alert when crossing the road, Leo Burnett has produced a 40-second ad shot using a mobile phone. It stars a group of teenagers who live in and around the Stoke Newington area of North London, where the ad was filmed. None of the children is an actor.

The film shows a group of children laughing and joking on a street. As the shaky camera action follows the group down a street, one of the gang walks into the road and is hit by a car. The strapline reads: "Fifty-five teenagers a week wish they'd given the roads their full attention."

GUINNESS - IRISH GUINNESS Project: Irish Guinness Client: Russell Jones, marketing director, Diageo Brief: Let people know that all Guinness in the UK is now brewed in Dublin Creative agency: Abbott Mead Vickers BBDO Writer: Mark Fairbanks Art director: Markham Smith Planner: Ashley Alsup Media agency: Carat Media planner: Stuart Butler Illustrator: Warren Madill Exposure: National posters


Abbott Mead Vickers BBDO is bringing back the famous Guinness toucan in a poster campaign that publicises the brewer's decision to move the production of all draught Guinness sold in the UK to the St James's Gate brewery in the Republic of Ireland.

The three-execution campaign is part of a ú2 million marketing drive, which also includes radio ads. Each ad shows the toucan skilfully balancing a pint of the black stuff on his beak, using various means of conveyance to transport the Guinness over from the Emerald Isle. In "slingshot", he is poised in a catapult; "boat" pictures him on the bow of a boat and in "St James's Gate" he stands outside the brewery with UK stickers on his bags.

T-MOBILE - MATES' RATES Project: Mates' rates Client: Phil Chapman, director of marketing, T-Mobile Brief: Promote T-Mobile's mates' rates Creative agency: Saatchi & Saatchi Writers: Cassandra Yap, Ajab Singh Art director: Marian Cohen Planner: Kate Kelly Media agency: MediaCom Media planner: Anna Berry Production company: Home Films Director: Jason Smith Editor: Art Jones Post-production: Clear Audio post-production: Triangle Exposure: TV, cinema


T-Mobile is putting its weight behind the aggressive drive for pre-pay customer retention with a new "mates' rates" pricing plan that makes it cheaper to call frequently dialled numbers.

The telecoms company is advertising the plan with a 30-second TV spot from Saatchi & Saatchi that illustrates how the ability to call and text friends more frequently means you miss out on less. In the ad, a T-Mobile contract gives owners X-ray vision. As a young woman browses in a record shop while chatting on her phone, the records, racks and walls are stripped away to reveal the boy she's talking to standing outside waiting for her. In turn, he is able to strip away a girl's dress to reveal her tattooed back. The ad ends with three girls avoiding a queue for a busy nightclub by using their power to find another venue.

NATIONAL CHILDREN'S HOMES - STEP OUT FOR CHILDREN Project: Step out for children Client: Morag Pavich, project manager, National Children's Homes Brief: Recruit fundraisers and raise awareness Creative agency: Archibald Ingall Stretton Writer: Chris Lapham Art director: Debs James Media agency: In-house Photographer: Richard Maxten Exposure: National press


The charity National Children's Homes is aiming to boost public participation in its "step out for children" sponsored walks, which last year raised more than ú100,000, with a print campaign by Archibald Ingall Stretton.

Two press ads will run in national newspapers that have donated space to the charity. The first ad shows the sole of a child's foot with a version of the nursery rhyme This Little Piggy surrounding it. The endline has been adapted to describe a sponsored walk: "All to raise money for vulnerable children, young people and their families." The second execution, "how to raise money for children", continues the sponsored walk theme, with a list of steps (one to 26) running the length of a page.

BREAKTHROUGH BREAST CANCER - FASHION TARGETS BREAST CANCER Project: Fashion targets breast cancer Client: Peter Reynolds, director of fundraising, Breakthrough Breast Cancer Brief: Raise awareness of the fashion targets breast cancer sleeve Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writer: Zac Ellis Art director: Richard Littler Planner: Charlotte Scales Media agency: Vizeum Media planner: Tim McCabe Production company: The Pink Film Company Directors: Harvey & Carolyn Editor: Steve Ackroyd, Final Cut Post-production: The Moving Picture Company Audio post-production: Soho Studios Exposure: National cinema


Since its launch in 1996, the Breakthrough Breast Cancer charity has raised more than £5 million from the sale of more than 300,000 of its distinctive T-shirts and sleeveless tops emblazoned with blue targets.

The charity has turned to a cinema campaign from Rainey Kelly Campbell Roalfe/Y&R to increase sales of the clothing. The ad shows what happens at high-society functions when women turn up wearing the same clothes: fights of the most un-ladylike kind ensue.

Except, of course, when two women appear wearing the same Breakthrough sleeveless tops. Instead of knocking each other's lights out, they share a smile and a nod of solidarity.

T-ZONE - MASK Project: Mask Client: David Fowler, marketing director, EC De Witt Brief: Establish T-Zone as a natural alternative in the prevention of spots Creative agency: Euro RSCG London Writer: Dom Gettins Art director: Olly Caporn Planner: Petrina Wisniewski Media agency: Media Insight Media planner: Mike Balado Production company: Great Guns Director: Luis Gerard Editor: Lou McGregor, The Film Editors Post-production: Golden Square Exposure: National TV


EC De Witt is trying to increase its 14 per cent share of the ú80 million UK medicated-skincare market with a campaign to drive sales of its T-Zone range.

The TV and print campaign, through Euro RSCG London, promotes the benefits of using the tea tree-based products to spot-prone teenagers.

In the 30-second spot, disturbingly flesh-like masks are seen strewn on the ground near areas where teenagers are gathering - a skateboard park, a nightclub and a football pitch. The message: T-Zone gives teenagers freedom from the emotional trauma of spots.

EC De Witt bought T-Zone last year to sit alongside its other medicated skincare brand, Witch.

TOYOTA PRIUS - MEAN BUT GREEN Project: Mean but green Client: Mark Hall, marketing director, Toyota Brief: Create an emotional and aspirational image that touches people who appreciate intelligent and innovative things Creative agency: Saatchi & Saatchi Writer: Howard Green Art director: Pablo Videla Planners: Howard Roberts, Charlie Finnigan Media agency: ZenithOptimedia Media planner: Andrew Niven Photographer: Kulbir Thandi Exposure: National TV, cinema


Toyota is launching a print campaign designed to take its hybrid Prius model to a wider audience, shedding its green-and-worthy image in the process.

Three ads from Saatchi & Saatchi aim to reassure consumers that the car's environmental credentials don't compromise performance. The Prius is depicted with a line of ducklings, a parrot and a flower coming out of its antenna. The strapline reads: "Mean but green."

Toyota is keen to dominate the hybrid automotive market, but is facing competition from rivals such as Honda. By the start of this year, Toyota had sold 250,000 Priuses worldwide. Demand for the car is particularly high in the US, thanks largely to the unsolicited testimony of celebrities, including Cameron Diaz and Brad Pitt.

ARCHERS VEA - RELOCATION Project: Relocation Clients: Nicola Miller, brand manager; Sam Reader, marketing director, Diageo Brief: n/s Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Media agency: Carat Media planner: Adam Rattner Production company: Blink Productions Director: Blue Source Exposure: National TV


Diageo's low-sugar ready-to-drink Archers Vea launched earlier this year with a ú4 million marketing spend.

The brand has now made it to television with a campaign from Mother that shows the effects of the drink on the sugar-cane farming industry.

Taking the line that less sugar means less work for the men who cut the sugar cane, the ad features unemployed sugar workers taking jobs as hairdressers, weathermen, ice sculptors, a town mayor and a fashion photographer.