ONE TO LOOK OUT FOR - HEINEKEN - ONE BIG GAME CREDITS Project: One big game Client: Shane Hoyne, international communications manager, corporate brands, Heineken International Brief: n/s Creative: agency StrawberryFrog Writer: Roger Hoard Art director: Corinna Falusi Planner: Richard Monturo TV producer: Richard Spalding Media agency: Arranged locally Media planner: n/a Production company: Bonkers Director: Matthijs Van Heijningen Editor: Jono Griffith, Hectic Electric Post-production: The Mill Exposure: Global TV, internet
Heineken has signalled its sponsorship of the Uefa Champions League with a TV blitz comprising idents and commercials of up to three minutes in length.
The campaign, which is the first work for the brewer to come from StrawberryFrog since the Dutch agency won the account from Wieden & Kennedy Amsterdam earlier this year, begins with a 60-second spot that reveals the five-second idents to be part of a larger narrative.
Kicked out of a stadium in the middle of a game, a ball is booted around the planet by a variety of characters. On its travels it makes an appearance in the Tomatina festival in Bunol, a wedding party in which the bride ditches her bouquet in order to go for the ball and a busy commuter street where the roofs of cars stuck in a traffic jam become an impromptu pitch.
In February, Heineken announced a ú70 million increase in marketing spend in an attempt to reverse a 32.7 per cent decline in profits between 2003 and 2004.
Last month, StrawberryFrog won the ú40 million global Heineken creative account in a shootout against McCann Erickson.
TRANSPORT FOR LONDON - EVERYONE'S LONDON CREDITS Project: Everyone's London Client: Nigel Marson, head of group marketing communications, Transport for London Brief: Boost London's Tube and bus travel Creative agencies: Chemistry Communications, M&C Saatchi Writer: Simon Gaffney Art director: Seb Hill Planner: Imogen Stott Media agency: PHD Media planner: Sean Meikle Retouching: Chemistry Communications Exposure: Outdoor, radio, online, leaflets
Transport for London is launching a campaign, backed by the office of the Mayor of London, aimed at encouraging more people to travel by bus and Tube following the July terrorist attacks in the capital.
Developed by Chemistry Communications and M&C Saatchi, the seven-figure campaign shows the breadth of entertainment and activity the capital has to offer and aims to make seven million Londoners take a fresh look at the city by highlighting the fact London offers something for everyone.
The press, poster, digital and radio ads are backed by a promotional campaign in which close to 60 partners, including restaurants, theatres and tourist attractions, have provided promotional offers and discounts to increase the number of journeys people make using public transport.
CADBURY TREBOR BASSETT - MAD YARNS FROM MAYNARDS CREDITS Project: Mad yarns from Maynards Client: Matthew Rathbone, brand manager, Maynards, Cadbury Trebor Bassett Brief: Build a relationship for Maynards with consumers at a masterbrand level Creative agency: Publicis Writer: Andy Jones Art directors: Scott Sparks, Keith Courtney Planners: Fiona Hughes, Jason Chebib Media agency: Starcom Media planner: Matt Wilson Production company: Upstart Films Director: Roger Pratt Editor: Nick Diss, Cut and Run Post-production: The Moving Picture Company Audio post-production: Grand Central Exposure: National TV
Cadbury Trebor Bassett is spending ú2.5 million to boost sales of Maynards Wine Gums, Pastilles, Sports Mixture, Sours and Midget Gems and turn them into umbrella marques as part of its ongoing "masterbrands" strategy.
A fairytale-themed campaign, by Publicis London, aims to bring Maynards' "irresistibly distracting" sweets to life in a series of ads, narrated by the actor Simon Callow. The first of the "mad yarns from Maynards" ads tells the tale of Gregor and his encounter with a troll who lives under a bridge and demands payment in diamonds. Lacking jewels, Gregor resorts to offering his wine gums instead.
Cadbury Trebor Bassett is the market leader in the ú3.9 billion UK confectionary market. Its masterbrand strategy, first used on Dairy Milk in 2002, helped the chocolate line grow its market share by 22 per cent.
CLARKS - MIRRORS AUTUMN/WINTER 2005 CREDITS Project: Mirrors autumn/winter 2005 Client: Ted Hart, marketing and communications manager, Clarks Brief: Continue to establish Clarks' fashion credentials Creative agency: St Luke's Writer: Tim Collins Art director: Mike Hughes Planners: Penny Harris, Denise Hicks Media agency: Universal McCann Media planner: Clare Keenan Photographer: Robert Wyatt Exposure: Consumer glossies, national weekend supplements
St Luke's is developing the Clarks "be your own label" campaign with a series of new press ads. The spots promote the footwear brand's autumn and winter collection and draw their inspiration from fashion's arts and crafts revival.
The new work aims to underline Clarks' fashion credentials. All the executions show people's reflections in a mirror. One ad features a woman sitting in a chair wearing knee-high Clarks boots in front of a mirror, with other boots from the collection pictured down the side of the ad. All the ads use the "be your own label" line.
Clarks is the market leader in the high-street shoe sector and, over the past few years, has moved its target market away from 50-year-old shoppers to 35- to 45-year-old consumers.
VONAGE - EXORCISM, HEALER, SLEEP, PROMOTIONAL FILM CREDITS Project: Exorcism, healer, sleep, promotional film Client: Vincent Potier, marketing director, Vonage Brief: Introduce the concept of Vonagelism Creative agency: Meme Digital Writers: Anson Harris, Jonny Porthouse Art directors: Andy Lee, Matt Gee Planner: Patrick Syms Production company: Godman Director: Ben Gregor Editor: Andy McGraw Post-production: Finish, The Mill Audio post-production: Blue post-production Exposure: Viral
The broadband telephone service Vonage is moving its "Vonagelism" work, seen on cross-track posters on the London Underground, to the internet, in the form of a viral campaign from Meme Digital.
Four executions feature the character Emmanuel P Vonage, a tub-thumping broadband televangelist who travels the country preaching to ordinary people about the power of Vonage, performing exorcisms on their phones and converting them to the service.
Vonage's launch comes as both Skype and Google, through its Google Chat venture, attempt to break into the broadband telephone market. All three offer free calls to subscribers to the services.
NOKIA N90 - BAR, GALLERY, RESTAURANT, WATER SKI, WEDDING CREDITS Project: Bar, gallery, restaurant, water ski, wedding Client: Johan Eidhagen, senior marketing manager, multimedia, Nokia Brief: Demonstrate the Nokia N90's picture quality Creative agency: Farfar Writer: Henrik Berglof Art director: Jon Dranger Planner: Anna Frick Production company: Social Club Director: Robert Nylund Exposure: Online
The N series is Nokia's all-singing, all-dancing range of phones. The N90, marketed as a video recorder that just happens to also be a phone, has VHS resolution, video editing and enough memory to record a feature film.
Its launch campaign, from the Swedish agency Farfar, is based around the idea that the phone allows users to record events at times when they would not normally carry a camcorder. Farfar has shot five viral films - showing scenarios in which a variety of disasters strike - using the phone, with no digital touching-up.
EUROSTAR - ABOUT NOW CREDITS Project: About now Client: Greg Nugent, head of marketing, Eurostar Brief: Demonstrate that travelling by Eurostar brings out the best version of you Creative agency: TBWALondon Writer: Tim Hearn Art director: Graham Cappi Planner: Michael Davidson Media agency: Manning Gottlieb OMD Media planner: n/s Production company: Knucklehead Director: Joe Roman Editors: Dayn Williams, Piers Douglas, Cut and Run Post-production: The Moving Picture Company Audio post-production: 750mph Exposure: National TV
Eurostar is launching its first TV ad campaign since its Kylie Minogue-fronted campaign of three years ago.
The work, from TBWALondon, continues the direct assault on its airline competitors that the previous "Fly Eurostar" strategy used, showing that travelling by train is more comfortable and relaxing than going by plane.
The 40-second spot shows a girl on a Eurostar train to Paris. She makes a phone call, and is able to move around. When she arrives, she is shown exploring the city and enjoying the destination more because she had a good journey. The voiceover depicts travelling by air as: "A more time-consuming, rules-infested, confined way to get from A to B."
Eurostar is in the middle of a major overhaul of its marketing strategy ahead of the opening of a terminal at St Pancras in 2007. The company expects a rise in passenger numbers as the new route will reduce the journey time by 20 minutes.
EPSON - EPSON PHOTO PRINTERS CREDITS Project: Epson photo printers Client: Jane Barnard, marketing communications manager, Epson UK Brief: Demonstrate the power of great images Creative agency: Burkitt DDB Writer: Phil Webb Art director: Tony Curran Planner: Guy Lambert Media agency: Carat Media planners: Nagmeh Taheri, Claire Corrigan Photographer: David Lidbetter Exposure: London Underground cross-track 48-sheet posters
Burkitt DDB has produced a cross-track poster to promote Epson's range of photograph printers, as the manufacturer jostles for share with HP and Lexmark in the growing digital photography market.
The copy-led ad features a series of frames that contain written descriptions of classic photographs, including the famous shot of Christine Keeler sitting astride a chair
and the photo of US skyscraper builders having lunch on a girder 1,000 feet above the New York streets.
The ad runs with the line: "Classic images. Unfortunately, nothing can truly replicate the richness of detail and intensity of colour you get with Epson photo printers, so we had to resort to words instead."
MORRISONS - REASONS CREDITS Project: Reasons Client: Michael Bates, marketing services director, Morrisons Brief: Launch Morrisons in the South of England Creative agency: BDHTBWA Writer: Doug Laird Art director: Chris Lear Planner: Steve McCarron Media agency: Mediaedge: cia Manchester Media planners: Nola Astle, Jo Tinker Exposure: South-East TV, press
Following its acquisition of Safeway in March 2004, Morrisons is launching its brand in the South of England.
Supporting the southern launch is a TV campaign by BDHTBWA, based on the existing "more reasons to shop at Morrisons" strapline.
The TV ad is a composition of scenes showing where Morrisons' produce comes from; each scene ends by incorporating a number into the shot to highlight the reasons why shoppers should choose Morrisons. The ad is backed by print work that continues the theme.