The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Orange - Blackout, Rio Project: Blackout, Rio Client: Pippa Dunn, director of brand marketing, Orange Brief: Address the fact that people care significantly less about their mobile operator than they did ten years ago Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Media agency: Initiative Media planner: Scott Morrhead Production companies: Biscuit Films/Independent ("blackout"); MJZ ("Rio") Directors: Noam Murro ("blackout"); Nicolai Fugslig ("Rio") Editors: Avi Oron, Bikini ("blackout"); Rick Russell, Final Cut ("Rio") Post-production: The Mill ("blackout"); The Moving Picture Company ("Rio") Audio post-production: Wave Exposure: National TV


Orange is returning to a reworked version of its "the future's bright" line with a campaign that proposes that good things can happen when phones are switched off as well as on.

The ú13 million brand campaign aims to address a growing ambivalence towards mobile operators by capricious subscribers. It tells true stories from New York and Rio.

"Blackout" recounts the 2003 New York power cuts, and dramatises the way in which people came together when technology broke down in the city.

"Rio" is the true story of Renato, a carnival street cleaner, whose spontaneous dancing turned him into an overnight star. It aims to dramatise the effect that communication can have on everyday lives.

Orange defends the return to the strategy developed 11 years ago by WCRS. Kristof Fahy, the Orange head of brand and advertising strategy, said: "While many will perceive the new campaign as a return to our roots, we have always held a belief in the future and hope that the campaign will reignite the optimism that people feel for the Orange brand."

The ads break as Orange battles to reverse a decline in UK revenue, which fell by 3.2 per cent year on year over the first six months of 2005 to EUR2.8 billion.

SONY ERICSSON - CATCH A THIEF Project: Catch a thief Client: Dee Dutta, corporate vice-president head of marketing, Sony Ericsson Brief: Launch Walkman phones into the market and make the first one in the family, the W800, the ultimate device to carry the soundtrack to your life Creative agencies: Bartle Bogle Hegarty, Dare Writers: Ian Williamson (BBH); James Cooper, Fiona Button (Dare) Art directors: Gavin Lester (BBH); Emma Hogan, Emily Gardiner, Matt Firth (Dare) Planners: Heather Alderson, Martin Smith (BBH); Nick Emmel, Gavin Bell (Dare) Media agency: Mediaedge: cia Media planners: Nick Vale (offline); Fiona McCann, Dan Brown (online) Production company: Hungry Man Director: Jim Jenkins Interactive director: Olivier Rabenschlag Editor: Chris Knight Post-production: The Mill Audio post-production: 750mph Exposure: International TV, cinema, print, outdoor, online, PR, in-store


After the damp squib that was the launch of Apple's iTunes phone, Sony Ericsson's long-awaited Walkman W800 handset's arrival is backed by an international advertising campaign.

The ads are based around a "soundtrack to your life" strategy. The TV spot, by Bartle Bogle Hegarty, shows a man chasing a criminal across the New York City skyscape. He changes the music he's listening to on his phone to suit the situations he finds himself in. The ad ends with him stopping to take a call while the thief clings to the side of a building.

Sony Ericsson has also favoured a strong digital element for the campaign. The ad can be viewed online before the launch at Web users can also watch an alternative ending in which the criminal jumps out of the TV screen and is chased across the website.

QUAKER OATS - WINDY MILLER Project: Windy Miller Client: Karen Goffe, marketing director, Quaker Brief: Get people to believe in the simple, satisfying nature of oats Creative agency: Abbott Mead Vickers BBDO Writer: Dave Buchanan Art director: Mike Hannett Planners: Bridget Angear, Tom Roach Media agency: OMD UK Media planner: Beth Handyside Exposure: National television, cinema


Windy Miller, the character from the TV series Camberwick Green, returns to the small screen in two 30-second ads for Quaker Oats and Oatso Simple.

The ads, by Abbott Mead Vickers BBDO, show how oats lower cholesterol and release energy through the day. In one, Windy is asked if his bowl of porridge is: "Just enough for a morning's work." He shakes his head and looks at a sports car that pulls up, driven by Millie, the barmaid. He jumps in and is told: "You old rascal, Windy Miller."

Quaker Oats is the market leader in the hot cereals sector, with a 13.3 per cent share.

TATE - TATE COLLECTIONS Project: Tate Collections Client: Will Gompertz, director of communications, Tate Britain Brief: Tate Britain gives you a fresh perspective on British art Creative agency: Fallon Writer: Juan Cabral Art directors: Juan Cabral, Richard Flintham Planner: Katie Harrison Media agency: Total Media Media planner: Lucy Glozier Exposure: Posters, escalator panels, leaflets, online


Fallon has created a series of personalised tours to drive visitors to the Tate Britain.

Developed by the agency's strategic communications arm, Happen, the Tate Collections campaign is a new way of presenting the gallery's collection and is aimed at changing public opinion of the museum.

The work comprises a series of themed tours, presented as posters, escalator panels and leaflets. These include the "I'm an animal freak" tour (including work by George Stubbs and William Hogarth) and the "happily depressed" tour (with paintings by Augustus Egg and Francis Danby). Others include "the greatest hits", the "I haven't been here for ages" and the "I'm in a hurry" tours.

BRANSTON PICKLE - SQUEEZY Project: Squeezy Client: Sue Knight, general manager, marketing (pickles and sauces), Premier Foods Brief: Tell people that the Branston they know and love now comes in a convenient format Creative agency: Delaney Lund Knox Warren & Partners Writer: Richard Holmes Art director: Remco Graham Planner: Lisa Conway Media agency: Central Focus Media planner: Steven Gregory Exposure: National TV


Branston Pickle is introducing a squeezy bottle, with a campaign by Delaney Lund Knox Warren & Partners to mark this first innovation in years.

The ads show the ease of using the new product by featuring people making a sandwich with one hand and doing something else with the other. One man is decorating while he adds Branston to his sandwich. Another is playing table tennis. The endline reads: "Bring out the Branston."

More than 28 million jars of Branston are sold every year. Its parent company, Premier Foods, sells one of its brands to 90 per cent of UK households in the course of a year, with more than one in three households buying Branston Pickle.

CADBURY'S MINI ROLLS - BUS STOP Project: Bus stop Clients: Jill Caseberry, marketing director; Matt Day, head of marketing, Cadbury Events; Ina Beckman, group brand manager, Cadbury's Cakes, Manor Bakeries Brief: Cadbury's Mini Rolls now have more Cadbury's milk chocolate Creative agency: DDB London Writer: Graeme Hall Art director: Gavin Siakimotu Planner: Mike Follett Media agency: Universal McCann Media planner: Trudi Baker Production company: Studio AKA Director: Marc Craste Exposure: National TV


DDB London has created its first campaign for Cadbury's Mini Rolls after winning the ú3 million account last month.

The 30-second TV ad features an animated city made entirely out of chocolate. Mini Roll characters are seen standing at a bus stop and putting away their umbrellas as the sun comes out. A car drives past and splashes them with a chocolate puddle.

The spot closes with a Cadbury's bus pulling up and the line: "Cadbury's Mini Rolls. Now with a bit more Cadbury's milk chocolate."

Cadbury's Mini Rolls is the market-leading cake, worth ú36.8 million. However, in 2004, overall UK sales in the cake sector were down 7 per cent year on year.

DUNLOP - A BETTER USE OF YOUR TIME Project: A better use of your time Client: Paolo Figini, brand director, Dunlop Europe Brief: Convey the excitement of driving that Dunlop tyres deliver, while bearing in mind that the product itself is of very low interest to the audience Creative agency: Agency Republic Writer: Chris Baylis Art director: Dilesh Lalloo Planner: Jez Dutton Media agency: Agency Republic Media planner: Federica Aperio Designer: Oli Laruelle Exposure: Online


The tyre manufacturer Dunlop is focusing on the excitement of driving rather than on the company's product itself in its latest online campaign.

Agency Republic has created a series of ads that link through to the company's new broadband site,

The ads seek to tempt users to the site during their lunch breaks by showing workers sitting in drab meeting rooms, then cutting to footage of tyre-squealing cars.

Dunlop relaunched this year with the strapline "drivers know", in a bid to fight off competition from Pirelli and Michelin.

SKY - WHAT DO YOU WANT TO WATCH? Project: What do you want to watch? Client: Charlie Ponsonby, marketing director, BSkyB Brief: Make people reappraise Sky, and reinforce the "what do you want to watch?" line Creative agency: HHCL/Red Cell Writers: Jonas and Erik (posters), Lee Tan (TV) Art directors: Jonas and Erik (posters), Lee Tan (TV) Planner: n/s Media agency: MediaCom Media planners: Sean Betts, Chris Binns Exposure: National TV, cinema, press, posters


To promote this autumn's burst of activity on Sky, HHCL/Red Cell has developed a series of ten-second TV commercials.

The TV ads are planned to appear in a group of three. The individual spots aim to demonstrate the quality and breadth of Sky's programming and all run with the line: "What do you want to watch?" Each ad features a different spread of genres such as extreme sports, nature programmes, classic films and comedy.

Sky announced in June this year that its total number of digital subscribers had increased by 432,000 year on year to 7.8 million. The number of subscribers to its Sky+ personal video recorder system more than doubled year on year to reach 888,000.

PARAMOUNT - BRIGHTON COMEDY FESTIVAL 2005 Project: Paramount Brighton Comedy Festival 2005 Client: Chris Hancox, director of marketing and creative services, Paramount Comedy Channel Brief: Promote the Brighton Comedy Festival, highlighting Paramount branding, and stimulate ticket sales Creative agency: Farm Communications Writer: Gregor Findlay Art director: Kevin Colquhoun Planner: Paul Jeffrey Media agency: Equinox Media planner: Jason Brumpton Photographer: Kieron Monahan Retouching: Mightyblast Exposure: Press, posters, bus-sides, regional media, online


The annual Brighton Comedy Festival kicks off in October and Farm has created a ú250,000 campaign to promote Paramount's sponsorship of the event.

The new work moves away from the traditional, seaside look it has taken in previous years. Posters feature seagulls in Groucho masks, and advertising in Brighton city centre will include 3-D masked seagulls nesting on phone-boxes and on top of 48-sheet poster sites.

The event attracts comedians including Jo Brand, Jimmy Carr and Bill Bailey. Their head shots are featured in stars on the posters, alongside the event's details.

The Brighton festival has been running for the past four years and is the UK's second-largest comedy event, after the Edinburgh Festival.