The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - BACARDI - THE WAY IT SHOULD B Project: The way it should B Client: Andrew Carter, director of marketing, Bacardi rum Brief: Create a greater emotional bond with UK consumers Creative agency: Fallon Writer: Ali Alvarez Art director: Micah Walker Planner: Lucy Howard Media agency: Universal McCann Media planner: Mark Middlemas Production company: Partizan Director: Traktor Editor: Rick Russell, Final Cut Post-production: The Moving Picture Company Audio post-production: Wave Exposure: TV, cinema, outdoor, online, point-of-sale


Fallon's first work on the Bacardi account it won earlier this year introduces "the way it should B" as the new line for the spirit.

The campaign, the first since the brand ditched McCann Erickson and its "welcome to the Latin quarter" strategy, comprises three TV and cinema spots, lenticular posters, online and in-bar materials, all of which focus on elements of a free-spirited night out.

The first spot encourages people to dance the way they want with the line "there's no bad dancing", and features footage shot in a home-video style of various people with a uniquely personal approach to choreography. The second promotes a more open approach to meeting people with the line "make less strangers", while the third advocates a more liberated attitude to clothes with the line "fun before fashion".

The ads are the first Bacardi advertising to be produced since the Government's tightening of alcohol advertising restrictions, and the campaign breaks as Fallon pitches for the global Bacardi rum business, worth an estimated ú90 million.

VODAFONE - THE JOY OF TEXT Project: The Joy of Text Client: Sarah Davis, marketing communications manager, Vodafone UK Brief: Make Vodafone the network of choice for students Creative agency: JWT London Writer: Freddy Mandy Art director: Rob Welch Planner: Nick Johnston-Jones Media agency: OMD London Media planner: Barry Ferguson Illustrator: Keith Davey, Plum Illustration Exposure: Outdoor, student press


Vodafone is launching a new tariff offering students unlimited texts and picture-messaging. The offer is running until the end of November and includes a free Samsung handset.

To advertise the deal, JWT has created a multimedia campaign based on the well-known 70s sex guide The Joy of Sex. However, the name has been changed to "The Joy of Text".

The print work, which will be displayed on university campuses around the country, features pictures of copulating couples, based on illustrations from the book, using mobile phones.

The campaign is also backed by a microsite,, where students can win two Volkswagen camper vans.

LEVI'S - ICE-CREAM Project: Ice-cream Client: Andrea Moore, European marketing manager, Levi's Brief: Get young guys across Europe to re-evaluate the brand Creative agency: Bartle Bogle Hegarty Writers: Dave Masterman, Ed Edwards Art directors: Dave Masterman, Ed Edwards Planner: Sarah Watson TV producer: Amy Sugdon Media agency: Starcom Media planner: Hugh Semple Production company: Epoch London Director: Stacy Wall Editor: Rick Lawley, The Whitehouse Post-production: The Mill Audio post-production: Wave Exposure: TV, internet


Levi's is rekindling its relationship with music in a new spot from Bartle Bogle Hegarty with a dog days of summer feel.

"Ice-cream" tells the story of an ice-cream van driver who eschews the traditional nursery rhyme soundtrack in favour of a few tunes knocked out on his battered old acoustic guitar. The result of his picking - a Hendrix-inspired take on Yankee Doodle Dandy - is a throng of customers from all over the neighbourhood.

The ad breaks as Levi's moves into the third quarter of 2005 on buoyant sales for the first half of the year. Second-quarter earnings surged with a triple-digit increase, up to $26.8 million against a figure of $5.6 million the year before. The increase came as a result of cost-cutting and restructures - the company saw a sales drop of 1.6 per cent in the UK and Europe for the same period.

HONDA - DRIVING: DO IT BECAUSE YOU LOVE IT Project: Driving: do it because you love it Client: Lee Anne Crossley, prospect relationship marketing executive, Honda Brief: Engage prospective Honda customers and learn the best time to sell them the right car Creative agency: Hicklin Slade & Partners Writers: Malcolm Caldwell, Adam Haywood Art directors: Adam Haywood, Malcolm Caldwell Planner: Mark Runacus Exposure: Direct mail to 150,000 prospects


Honda is using a direct marketing campaign based on the concept that it puts the fun back into driving, as part of its ongoing prospect marketing programme.

The latest DM pack involves cartoon-style drawings of its different models and their attributes. The pack features copy that explains Honda's position that driving should be fun. It also challenges consumers to go for a drive "because they want to". The pack, by Hicklin Slade & Partners, is being sent to 150,000 consumers on Honda's customer database. It encourages recipients to tell Honda about their car-buying behaviour to help it improve its targeting and, ultimately, sales.

AMERICAN AIRLINES - BRAND CAMPAIGN Project: Brand campaign Client: David Hardy, European marketing manager, American Airlines Brief: Develop a campaign to raise awareness of the brand and product, and increase consideration and intent to purchase. Create a brand personality and tone of voice Creative agency: McCann Erickson Writers: Robert Campbell, Dean Webb Art director: Mark Reddy Planner: John Atmore Media agency: Universal McCann Media planner: Sharon Loggie Photographer: Nick Meek Retouchers: Taylor James, Steve Rochford Exposure: National press


American Airlines is launching a national press campaign in the UK as part of a rebranding initiative designed to shed its conservative image and speak to potential customers in a more relaxed way.

McCann Erickson's work reflects the airline's effort to target business travellers rather than the risky low-cost sector. The campaign coincides with a revamp of American Airlines' business-class service on transatlantc flights. The company introduced new menus, extra work space and state-of-the-art in-flight entertainment last month.

Also promised are reclining seats that lie flat, which have become a prerequisite in business class in the four years since British Airways introduced them on its aircraft, boosting its market share in the process.

NSPCC - TALK 'TIL IT STOPS Project: Talk 'til it stops Client: John Grounds, director of communications, NSPCC Brief: n/s Creative agency: Saatchi & Saatchi Writer: Joel Bradley Art director: Graham Lang Planner: Leigh Park TV producer: Toby Clifton Media agency: ZenithOptimedia Media planner: Sheila Bowden Production company: Nexus Directors: Adam Foulkes, Alan Smith Post-production: Nexus Audio: post-production: Wave Exposure: National TV


Smith & Foulkes, the animators of the award-winning Honda "grrr" spot, have turned their hands to a charity ad that Saatchi & Saatchi has created for the NSPCC.

The 60-second spot shows a menacing, shadowy male figure hurling abuse at a frightened little boy, who stands frozen against the wall of a darkened room. Another scene shows a girl being physically abused in a car park by an angry mother. In each scene, a speech bubble floats out of the mouths of concerned onlookers and moves towards the child, protecting them from their abusers.

"Talk 'til it stops" is a ú1.35 million campaign that aims to encourage people to talk to someone they know if they are concerned about a child's welfare. The ad is backed by a direct mailing to nine million homes and a website developed by the agency DNA.

MAGIC 105.4 - LYRICS Project: Lyrics Client: Andria Vidler, managing director, Magic 105.4 Brief: Celebrate Magic 105.4's unique mix of music Creative agency: St Luke's Writer: Simon Friedberg Art director: Andy Drugan Planner: Denise Hicks Media agency: Starcom Media planner: Nathalie Cummins Production company: MK12 Director: MK12 Exposure: National TV


Magic 105.4 became London's second-most-listened-to station in last month's Rajar figures. It now hopes to build on this success with a 30-second spot that emphasises the station's "more music, less talk" positioning.

The ad moves through a cityscape and features animated lyrics from well-known songs. The soundtrack fuses tunes by artists from Magic's middle-of-the-road playlist, such as 10cc and Daniel Bedingfield.

The campaign coincides with the launch of three Magic programmes: Indulgence, My Magic Music and Eamonn Holmes' Sunday afternoon show.

GENERAL MILLS OLD EL PASO - GIRLFRIEND'S LITTLE BROTHER Project: Girlfriend's little brother Client: Linda Hipkiss, marketing director, General Mills Brief: Show how easy it is to create delicious meals with the Mexican Dinner Kit Creative agency: BBC Broadcast Writers: Mina Patel, Oliver Parson, Clare Charlton Art directors: Mina Patel, Oliver Parson, Clare Charlton Media agencies: Universal McCann, IDS Production company: BBC Broadcast Director: Jacquie Beaumont Exposure: UKTV, Flextech


General Mills is embarking on an advertiser-funded content campaign for its Old El Paso range in an attempt to increase its share of the Mexican food sector, a market that has grown by 47 per cent in the past five years.

BBC Broadcast has created a series of one-minute vignettes that show a young man cooking a meal for his girlfriend's family. The ads are designed to demonstrate how easy it is to create enchiladas, tacos and fajitas using Old El Paso Mexican Dinner Kits. The films will air across UKTV and Flextech channels from this weekend.

TV LICENSING - IT'S NOT FUNNY Project: It's not funny Client: Louisa Houba, campaign manager, TV Licensing Brief: Convince students that getting a TV licence isn't a joke, it's the law Creative agency: Proximity London Writers: Debi Bester, Rob Mosely Art directors: Sonia Singleton, Robbie Greatrex Planner: Adrian Hoole Media agency: PHD Media planner: Joanna Williams Typographer: Ian Hands Exposure: Direct marketing, ambient, DRTV, posters


Proximity London is using a through-the-line campaign at university campuses to warn students of the consequences of not owning a TV licence.

The campaign uses a mix of traditional channels plus car windscreen covers and car park signs. The ads use cartoons to tell a joke with a TV licence-related punchline. One insert shows a young man turning on a TV set with the line: "As Jack was fiddling with the knob, he thought of his father's advice." Inside, the punchline reads: "Son, our TV licence doesn't cover you at uni." Students will also be invited to take part in a direct-response TV spot to be shown on Sub TV in university canteens and bars.

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