ONE TO LOOK OUT FOR - Swatch - Shake the world Project: Shake the world Client: Roberto Costa, marketing director, Swatch Brief: Give Swatch ownership of a new territory. Re-establish Swatch as the brand leader in this category Creative agency: Joshua Writer: Mitch Levy Art director: Mitch Levy Planner: Liz Tindall Media agency: In-house Media planner: Laurent Berthonneau Production company: JoyRSA Director: Mehdi Norowzian Post-production: Scramble Audio post-production: Scramble Exposure: Global TV and cinema
Swatch is taking ownership of the flash-mobbing phenomenon with a EUR60 million, global campaign that centres on two of the biggest possible flash-mob gatherings.
One 60-second ad asks what the consequences would be in Europe if everybody in Asia jumped at exactly the same time. The second spot makes the Europeans the flash-mobbers and looks at the consequences for Asia.
In the first ad, created by Joshua, the Europeans are shown waiting to jump off their cars, their desks, out of shopping trolleys and from trees. As the hands of a watch click to the appointed time, everyone jumps and, as a result, the ground shakes in Asia - a group of cyclists swerves and the blossom from a willow tree blows away.
Increased demand for some of the Swatch Group's most expensive brands (including Omega) helped to increase profits by 21 per cent in the first half of this year. However, its eponymous marque continues to drag down the group's performance. Sales of Swatch-branded watches have fallen by a quarter since 1999, despite aggressive marketing.
V8 - OKLAHOMA Project: Oklahoma Client: Ashley Bast, head of new-venture team, Campbell's Brief: The new V8 range is the tasty way to get your vegetable goodness Creative: agency: Delaney Lund Knox Warren & Partners Writer: Vicki Macguire Art director: Ronnie Brown Planner: Anna Hutson Media agency: ZenithOptimedia Media planner: Howard Titley Producer: Isabella Parish Production company: Partizan Director: Michael Wright Post-production: VTR Audio post-production: Grand Central Exposure: TV and press
Delaney Lund Knox Warren & Partners has unveiled its debut campaign for the V8 juice brand after winning the ú5 million account in May.
The animated TV ad opens on a chorus of singing fruit and vegetables. The star of the ad, a mustachioed apple with arms and legs made out of carrots, breaks into a rendition of Oh, What a Beautiful Morning. He grabs on to a floating bunch of grapes, which carries him up into the sky. Just as he sings the words "Everything's going my way", the sun - a spiky pineapple - pops the grapes and the apple character falls screaming into a V8 blender. The ad ends with the voiceover: "New V8 is a mouth-watering blend of seven fruit juices and carrot juice. The tasty way to get vegetable goodness."
The Campbell's-owned brand is aiming to become more mainstream and the new ad campaign targets children and adults. It competes against brands such as Innocent in the fast-growing natural juice market.
BBC - INQUISITIVES Project: Inquisitives Client: BBC World Service Brief: Increase numbers of inquisitive news seekers using bbcnews.com Creative agency: Agency Republic Writer: Chris Baylis Art director: Russ Tucker Planner: Patrick Griffith Media agency: Agency Republic Media planners: Federica Aperio, Bradley Moore Designer: Russ Tucker Exposure: Online
The BBC's web services face increasing competition as the number of online news providers proliferates. This campaign, by Agency Republic, is BBC News' biggest digital marketing push. It targets a new group of web users that the Corporation has dubbed "inquisitives". These are people who use the internet in short bursts while at work. The BBC is looking to attract them to its website by providing real-time news on skyscrapers and banner ads.
Depending on the execution, news is delivered ticker-style, in headline form or as a mini-story. In the event of a major news story breaking, the number of ads running across scheduled sites will increase. The BBC news site already attracts more than 50 per cent of its international audience from the US and is hoping to increase its reach with this campaign, which will have a heavy presence in the US as well as Western Europe.
HOVIS - DUCKS Project: Ducks Client: Alyson Ebbrell, marketing manager, Hovis Brief: Reinforce Hovis' position as the healthiest bread brand on the market Creative: agency: DDB London Writer: Michael Kaplan Art director: Tim Charlesworth Planners: Vicki Holgate, Mike Follett Media agency: Universal McCann Production company: Aardman Animations Director: Steve Harding Hill Post-production: Framestore CFC Audio post-production: Jungle, Clearcut Exposure: National TV
Hovis has ditched its warts-and-all animated family for a pair of ducks in a new ú10 million campaign promoting its Best of Both brand - white bread with all the goodness of brown.
The ducks, who, in this campaign at least, have developed a taste for fish, can't agree on what type of bread to have with their catch. Father (voiced by Andrew Sachs) wants white; Mother, the more health-conscious of the pair, is set on brown. The ducks finally settle on Hovis Best of Both, leaving them to ponder who's going to be extravagant enough to throw them the market-leading "healthy white" (with a 59 per cent market share).
COW & GATE GROWING UP MILK - DAY IN THE LIFE Project: Day in the life Client: Alistair Bradley, marketing director, Cow & Gate UK Brief: Launch Cow & Gate Growing Up Milk Creative agency: Ogilvy & Mather Writers: Malcolm Poynton, Sue Higgs Art director: Malcolm Poynton Planner: Polly Evelegh Media agency: PHD Media planners: Laura James, Caroline Boyle Production company: Rogue Films Director: Sam Cadman Post-production: Rogue Films, Glassworks Exposure: National TV, print
Cow & Gate's latest product, Growing Up Milk, is designed to provide toddlers with extra iron and vitamins.
To promote its launch, Ogilvy & Mather has created
a 45-second spot that shows how a child who is given the milk gets the energy and strength of an adult, while retaining their playful nature.
The execution shows an adult woman in a park, acting like a child. She pulls faces at a dog, hands a suited businessman a piece of grass and chases the ducks. The action is set to the soundtrack from the classic children's TV show Bod.
Cow & Gate is the market leader in the baby-milk sector, with a 34 per cent share.
LOCKETS - WEATHER SYMBOLS Project: Weather Symbols Client: Roberto De Felice, UK brand manager, Lockets Brief: Lockets help people get through the winter Creative agency: TBWALondon Writer: James Gillham Art director: James Gillham Media agency: MediaCom Production company: Believe Media Director: Mathew Judd Exposure: National TV (five)
TBWALondon is using old-fashioned weather-forecast symbols in Lockets' sponsorship idents for five weather.
The ten-second spots show that the throat-sweet brand will get you through the British winter weather. Giant versions of the classic weather symbols get in people's way, crushing children' bikes and blocking a car in a driveway. The spots end with the line: "Lockets. Getting you through the British weather."
LEXUS - IS RELAUNCH Project: IS relaunch Client: Matt Button, CRM and database manager, Lexus Brief: Build excitement for the launch of the new IS Creative agency: Partners Andrews Aldridge Writer: Roger Morris Art director: Clive Parsley Planner: Clare Simpson Media agency: ZenithOptimedia Media planner: Tom Jackson Photographers: Daniel Hartz, Bernard Blistin Exposure: Direct mail to prospective and existing customers, national and specialist automotive press
Lexus is launching the redesigned IS saloon car.
The new look aims to create a sense of movement, even when the car is stationary, with the use of shade and light on the bodywork. It aims to set the Lexus IS apart from rivals such as the BMW 3 Series, the Mercedes C-Class, the Jaguar X-Type and the Audi A4.
A direct marketing and press campaign by Partners Andrews Aldridge features shots of the car, which highlight the different elements of the new design. Straight lines are shown against curves and concave surfaces are contrasted with convex ones.
The pack has been mailed to existing and prospective customers. Print ads will run in the national and automotive press.
PROSTATE CANCER CHARITY - REAL MEN KNOW ALL ABOUT IT Project: Real men know all about it Client: John Neate, chief executive, Prostate Cancer Charity Brief: Make men, and the women that care for them, aware of the scale of prostate cancer Creative agency: Publicis Writer: Gary Turner Art director: Jamie Marshall Planner: Jason Chebib Media agencies: Publicis, Prostate Cancer Charity Designer: Paul Beer Exposure: Radio, outdoor, print
Ricky Gervais has pulled on a pair of proctological gloves for a new campaign for the Prostate Cancer Charity.
The campaign, created by Publicis, comprises press, outdoor and radio, and positions awareness of prostate cancer as "real man" territory. One press ad list a number of manly tasks, including building a shed and tiling a bathroom, then adds another - logging on to www.prostate-cancer.org.uk.
The radio ad stars Gervais as a doctor conducting a prostate examination.
The charity and Publicis are seeking media owners and companies willing to provide a vehicle for the advertising.