The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - 3 - Dirty music Project: Dirty music Client: Julian Hough, 3 Brief: Differentiate the 3 brand and build awareness of 3's music services Creative agency: WCRS Writers: Simon Robinson, Yann Jones Art directors: Simon Robinson, Yann Jones Planner: Cameron Saunders TV producer: James Lethem Media agency: MindShare Media planner: Anthony Edwards Production company: Partizan Director: Traktor Editor: Rick Russell, Final Cut Post-production: The Moving Picture Company Audio post-production: Wave, Soundtree Exposure: National TV, cinema


The fourth instalment of WCRS's deeply surreal brand advertising for 3 is an odd mixture of Tupperware and Ann Summers parties, served up on a thick slice of music.

Promoting the mobile network's music credentials, the ad, which was directed by Traktor, opens on a secret gathering of housewives, who are presented by their host with an array of organic-shaped plastic tubs. When they are opened, the tubs glow, pulsate and start playing music that has a drug-like effect on the women.

The party takes a more sinister turn when it is raided by the police, although one of the women manages to make her escape down a conveniently located tube, throwing the officers off her trail by lobbing one of the cannisters at them and intoxicating them in the process.

The bizarre campaign, which began with the ad in which two Chinese cowboys discover a music-loving jellyfish, has coincided with a subscriber increase of two million. In its interim results, published last week, Hutchison Whampoa, 3's owner, reported 3.2 million registered 3G customers.

HACHETTE FILIPACCHI UK - PSYCHOLOGIES Project: Psychologies Client: Anna Jones, head of marketing, Hachette Filipacchi UK Brief: Develop a coherent, impactful launch campaign to explain Psychologies' unique editorial proposition in a positive and appealing way Creative agency: VCCP Writer: Nicola Jackson Art director: Cressida Eatson-Lloyd Planner: Alex Harris Media agency: Mediaedge: cia Media planner: Verica Djurdjevic Retouching: Stanley's Post Exposure: National press, outdoor, point-of-sale, online, direct marketing


The launch next week of Hachette Filipacchi's Psychologies is backed by a ú3.5 million press, outdoor, online and direct campaign from VCCP.

The work takes its cue from the clean typographical design of the women's self-help magazine and asks a series of provocative questions that reveal its editorial offering.

The magazine is the first launch for Hachette's three-year-old UK operation. Psychologies is a version of the successful French title of the same name, which is published as a joint venture between Hachette and the French publisher FINEV.

Psychologies was launched in France in 1970 and has more than 300,000 readers, making it the third-largest French women's glossy title after Marie Claire and Cosmopolitan.

NINTENDO - NINTENDOG IDENTS Project: Nintendog idents Clients: Dawn Paine, marketing director; James Honeywell, brand manager, Nintendo UK Brief: Highlight the differences/similarities between a Nintendog and a real dog in an amusing way Creative agency: Leo Burnett Writers: Trevor Webb, Ed Morris, Philip Deacon, Martin Richartz Art directors: Trevor Webb, Ed Morris, Philip Deacon, Martin Richartz Planner: Owen Dowling Media agency: Starcom Media planner: Sarah Maskell Production company: Hotspur & Argyle Director: Theo Delaney Editor: Jason Kemp Exposure: Sponsorship idents on the Channel 4 series It's Me or the Dog!


Leo Burnett has created a set of idents to support a new Channel 4 TV programme, It's Me or the Dog!

The idents promote the Nintendo game Nintendogs. The game gives the player the opportunity to own, raise and train their own virtual dog, which is available in three breeds: Labrador, Daschund and Chihuahua.

In each ident, a dog owner is attempting to train her pet. We see that the animal is unresponsive to her commands of "sit", "heel" and "stay" because it is a stuffed toy. The endline in every execution reads: "Nintendog. Get ready for a very, very good dog."

It's Me or the Dog!, in which a trainer deals with problem pooches, is a canine take on Supernanny.

HOME CHOICE - DOLPHIN, RECITAL, APE Project: Dolphin, recital, ape Client: Nick Cross, marketing director, Home Choice Brief: London launch of Home Choice Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Media agency: Starcom Mediavest Media planner: Jane Ollier Production company: 2AM Films Director: Pam Goldman Editor: Adam Spivy, Speade Post-production: Framestore CFC Audio post-production: 750mph Exposure: London TV, London press, cross-track poster sites


Mother's first work for Home Choice since it won the account for the London-only TV, video-on-demand, telephone and broadband internet service is a ú3.5 million television and print campaign that extols the virtues of staying in.

Three TV ads place a TV and internet-loving anti-hero in a series of awe-inspiring real-life events. In one, he has been swimming with dolphins; in a second, he is in the audience watching an experiment in which a chimp communicates with a scientist for the first time. In each situation, he confesses he would much rather be at home, enjoying the delights of his Home Choice box.

BIRDS EYE - NO NASTIES Project: No nasties Client: Jerry Wright, brand director, frozen foods, Unilever Brief: Communicate that none of Captain Birds Eye's food contains colourings or flavourings Creative agency: HHCL/Red Cell Writer: Billy Faithful Art director: Ross Neil Planner: Giselle Okin Media agency: MindShare Media planner: Angus Bannerman Photographers: Henrik Knudsen, Burnham Kniker Retouching: TAG Exposure: National posters and radio


Birds Eye has launched a ú700,000 poster and radio campaign created by HHCL/Red Cell that reinforces the Unliever frozen food arm's healthier-eating drive. The ads explain that as part of Captain Birds Eye's "nutrition mission", there are no artificial colourings or flavourings in his range of ready meals for children.

The poster ads insert food additives into the innocent world of children at play. In one execution, a schoolgirl is playing hopscotch with E-numbers chalked on the ground. Another ad shows a boy sticking letters on to the classroom wall, to spell out "Benzoic Acid". Both ads use the line: "Not in my food. Captain Birds Eye is on a nutrition mission."

Birds Eye's annual sales for 2004 were ú515 million.

VOLKSWAGEN - VALUE CAMPAIGN Project: Value campaign Clients: Catherine Woolfe, Morna Steel, marketing communications, small cars, Volkswagen Brief: Raise awareness of Volkswagen's good value Creative agency: DDB London Writer: Matt Lee Art director: Pete Heyes Planners: Hannah Wren, Alex Huzzey Media agency: MediaCom Media planners: James Thomas, Catherine Aylward Illustrators: Marc Burckhardt (bear), Will Sweeney (hiccups), Neal Munnen (chicken) Exposure: UK car magazines


Volkswagen is promoting the low price of its models in a ú1 million campaign developed by DDB London. The series of illustrated print ads aims to increase the marque's static market share of 6.9 per cent.

Each ad throws a random and surprising fact at the reader, then goes on to quote the price of a VW model.

One execution runs with the line "a fully grown bear can run as fast as a horse", and features an illustration of a jockey sitting on a bear. Another reads"the longest recorded flight of a chicken is 13 seconds" and shows two foxes staring into the sky.

The ads all run with the line: "Incredible, but true."

MATCH.COM - MAKE LOVE HAPPEN Project: Make love happen Client: Samantha Bedford, UK managing director, Brief: Make the online dating brand of choice for British singles Creative agency: Hanft Raboy & Partners Writers: Doug Raboy, Nathan Manske Art directors: Sean LaBounty, Josh Webman, Maggie Bradshaw Planner: Matthew Welch Media buying: M2M Media planning: Monkey Communications Media planner: Mick Rigby Exposure: National TV, radio


The dating website is investing ú3 million in its first TV advertising campaign in an attempt to increase its share of the burgeoning online dating market.

The campaign, created by Hanft Raboy & Partners in New York, highlights the side-effects of falling in love. In one spot, a couple are shown walking through a park. They are so absorbed in one another that an old woman in a motorised buggy has to swerve to avoid them. The girl then walks into a phone box before the pair fall through an open cellar door outside a pub. The ads offer six months' free membership if members fail to meet "someone special" in the first six months.

VIRGIN RADIO - THE MUSIC WE ALL LOVE Project: The music we all love Client: David Andrews, marketing director, Virgin Radio Brief: Bring alive the emotional attachment listeners have to the music Virgin Radio plays Creative agency: Thinkfarm Writer: n/s Art director: Mark Norton Planners: Mark Norton, Stephen Izzat Media agency: Starcom Media planner: Joanna Pashley Production company: 10: 4 Directors: Stian Smestead, Jack Cole Editor: Vincent Riva Exposure: ITV, Pearl & Dean cinemas


Thinkfarm has created a series of TV and cinema ads for Virgin Radio to support the station's positioning as playing "the music we all love".

Three spots bring to life the emotional attachment that Virgin Radio listeners have with their music. The first shows a cleaner rocking out to Franz Ferdinand's Take me Out. The second focuses on a man drumming his way through Sunday Girl by Blondie, while the third shows a postman strumming an air guitar to the Free classic All Right Now.

Some 31.2 million listeners tuned in to commercial stations during the past quarter, an increase of 222,000, according to the latest Rajar figures. However, Virgin's share of the market fell from 3.7 per cent to 3.6 per cent.

BRITISH AIRWAYS - FLIGHTS & NIGHTS Project: Flights & nights Client: Andrew Shelton, head of leisure marketing, British Airways Brief: Encourage consumers to take advantage of British Airways' promotion to save money by booking flights and hotel accommodation together Creative agency: Writer: Steve Bartlett Art director: Paul Campbell Planner: Melissa Beecroft Designers: Wil Bevan, Karl Reynolds Exposure: E-mail, online


British Airways is hoping to combat negative publicity surrounding the recent industrial action with a "flights & nights" offer, which enables customers to make savings by booking their flights and accommodation together online.

To publicise the deal, has created an e-mail campaign that links through to a BA microsite.

The site conveys the advantages of the airline's "flights & nights" offer. Styled on a holiday brochure, the site enables visitors to search up to 32 destinations on an interactive map. Clicking on a destination opens up a mini-guide of local attractions, flight prices and accommodation.