The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Citroen - Happy Days Project: Happy Days Client: Mike Ibbett, marketing director, Citroen UK Brief: Highlight the C3's new design Creative agency: Euro RSCG London Writer: Justin Hooper Art director: Justin Hooper Planner: Ian Hilton Media agency: OMD Media planners: Sarah McBeath, Matt Mills Production company: Hungry Man Director: Brian Buckley Editor: John Smith, The White House Post-production: The Mill Audio post-production: 750 mph Exposure: National TV


Fonzie, Mr and Mrs C, Joanie, Potsie, Ralph, Al's Diner, the jukebox and even the theme tune from the 70s classic TV show Happy Days have been given a new lease of life in a ú3.5 million campaign to promote the Citroen C3.

Created by Euro RSCG London, the ad features original footage of the Happy Days characters superimposed to look as if they are driving around in the C3. The 30-second spot aims to highlight the C3's new design.

Sky Interactive viewers will have access to the Citroen C3 interactive TV site, where they can immerse themselves in additional Citroen C3 and Happy Days content. The site features an interactive lifestyle quiz, which matches Happy Days characters to viewer responses and recommends the most suitable Citroen C3 model for them.

Citroen's sales slipped to 85,377 units in May compared with 90,135 in May 2004. Ford is the leader in the car market in the UK with a share of 13 per cent, followed by Vauxhall, Volkswagen and Citroen's sister brand Peugeot, each with 7 per cent.

T-MOBILE - FIRST DATE Project: First date Client: Karen Harrison, head of brand and communications, T-Mobile UK Brief: Launch T-mobile Web 'n' Walk, the first mobile internet service that gives full "PC-equivalent" access to the internet from your mobile. Creative agency: Saatchi & Saatchi Writers: Lisa Jelliffe, Rosha Nutt Art directors: Lisa Jelliffe, Rosha Nutt Planner: Jonas Vail Media agency: MediaCom Media planner: Anna Berry Production company: The Pink Film Company Director: Jeff Stark Editor: Sally Cooper, Marshall Street Editors Post-production: Framestore CFC Audio post-production: Wave Exposure: National TV


Saatchi & Saatchi has created a TV campaign for T-Mobile promoting Web 'n' Walk, the internet service its customers can now get on their mobile phones. The mobile phone operator is partnering with Google to provide easy-to-use internet access.

The ad features a girl and boy on a first date. The couple are nervous and don't know what to talk about until the girl spots a novel by an obscure author poking out of her date's bag. After a trip to the loo, where she uses Web 'n' Walk to Google the author and get information about his work, she returns to her date and the conversation picks up over their apparently shared interest.

T-Mobile saw revenues drop by 8.6 per cent year on year to ú680 million in the first half of this year. The company has just three million contract customers in the UK, compared with almost 13 million pre-pay users.

ROYAL MAIL - ROYAL MAIL BRAND Project: Royal Mail brand Client: Tom Hings, head of brand and advertising, Royal Mail Brief: Dramatise the seamless service that the Royal Mail delivers daily Creative agency: Abbott Mead Vickers BBDO Writers: Paul Brazier, Gary Walker Art directors: Paul Brazier, Huw Williams Planner: John McDonald Media agency: Carat Media planner: David Seabrook Exposure: National TV, press


Abbott Mead Vickers BBDO has launched a brand-building TV campaign for the Royal Mail. It comes in preparation for the liberalisation of the postal market next year when the company will face competition for the first time.

The ads aim to remind people of the excitement felt when opening a letter. One execution shows a postman delivering mail to addresses across the UK in all sorts of weather. A delivered CD is brought to life as the band starts playing live and a little boy pops out of a letter to his grandma to tell her his news.

INBEV - ARTOIS BOCK LAUNCH Project: Artois Bock launch Client: Richard Ingram, new brands development manager, Inbev Brief: Establish Artois Bock as a new kind of beer Creative agency: Lowe London Writers: Geoff Smith, Simon Brotherson Art directors: Steve Paskin, Simon Brotherson, Simon Morris Planner: Olivia Bebb Media agency: Starcom Media planner: Howard Watson Photographer: Nadav Kander Typography: Marc Donaldson, Neil Craddock Exposure: National newspapers


Inbev is resurrecting a premium dark lager, called Artois Bock, having rediscovered the beer's recipe last year.

Lowe London's press campaign, which backs the launch, features black-and-white photographs of Edmond Willems - the owner of the Artois brewery at the time of Bock's conception.

The ads tell the story of Willems' life's work, which was to throw away the brewing conventions of the day. Inspired by the Futurist movement, the shots of Willems show him sitting in his pyjamas in an empty room and peeking out from behind a curtain.

Inbev has invested ú40 million behind the Stella Artois brand this year and is hoping to revive Artois Bock with a ú1 million advertising push. The beer has not been seen in the UK since the late 50s.

CADBURY TREBOR BASSETT - KEEP THE COUNTRY HAPPY Project: Keep the country happy Client: Cadbury Trebor Bassett Brief: Launch Cadbury Dairy Milk Share Box while continuing to communicate that Cadbury equals happiness Creative agency: Publicis Writer: Paul Campion Art director: Tony Smith Planner: Jason Chebib Media agency: Starcom Media planner: Matt Wilson Production company: Tomboy Director: Kirk Jones Editor: Greg Willcox Post-production: Framestore CFC Audio post-production: 750mph Exposure: National TV


A new TV spot from Cadbury Trebor Bassett and Publicis promotes the launch of Cadbury Dairy Milk Share Boxes, cartons of individually wrapped pieces of chocolate.

In the TV ad, "keep the country happy", a holidaying family sits in a caravan as the rain pours down outside. The parents coerce the bored teenagers into playing Monopoly, using Cadbury chocolates instead of the usual Monopoly pieces. The game becomes fun and the spot closes with the line: "Cadbury. Keep the country happy."

Cadbury Trebor Bassett is the market leader in the ú3.9 billion UK confectionery market. Its masterbrand strategy, first used on Dairy Milk in 2002, has helped the chocolate line increase its market share by 22 per cent.

PG TIPS - PG TIPS BREWOMETER Project: PG Tips brewometer Client: Pete Harbour, brand manager, PG Tips, Unilever Brief: Develop an easy-to-use device that helps make the perfect brew and generate awareness of it Creative agency: Cake Writer: Melanie McGee Art director: Simon Moore Planner: Hannah Cooper Media agency: MindShare Media planner: Mark Cakebread Retouching company: Cake Exposure: Consumer magazines


As a promotional partner for the new film Wallace & Gromit: The Curse of the Were-Rabbit, PG Tips and its creative agency Cake worked with the film's creators, Aardman Animations, to come up with a tea-related tie-in. Cake wanted to develop a gadget in the spirit of Wallace, the film's charming inventor character, and it came up with a handy guide to tea strength, in the form of a paint colour strip. The strip, dubbed the brewometer, features six shades of tea colour, ranging from "pale and interesting" to "I don't do dairy."

A press ad promotes the brewometer, which will be given away with Now, Essentials and Best magazines.

Although the UK tea market is declining, PG Tips has increased sales by about 2 per cent year on year.

COI/FRANK - INQUISITIVE KID, GAMESHOW Project: Inquisitive kid, gameshow Client: n/s Brief: Build affinity with a younger youth audience Creative agency: Mother Writer: Mother Art director: Mother Media agency: PHD Media planner: Sharon Hillyer Production company: Stink Exposure: National TV


Mother has created two ads for the ongoing "ask Frank" campaign, which aims to get teenagers to use the government-funded drugs advice helpline, Frank.

In "gameshow", a youth in a TV gameshow setting wrestles with peer pressure to take ecstasy. Half the audience say he should and half say he shouldn't.

"Inquisitive kid" features a young boy asking a series of ill-informed questions in which he confuses a bong with a vase and wonders what lines of cocaine actually smell like.

The ads encourage both boys to talk to Frank.

UPMYSTREET.COM - HOME IMPROVISATION Project: Home improvisation Client: Jane Rich, editor, Brief: Drive traffic to the website Creative agency: Glue London Writer: Seb Royce Art director: Seb Royce Planner: n/s Media agency: n/s Media planner: n/s Designers: Simon Cam, Leon Ostle, Jonathan Croughton Exposure: Online, viral

THE LOWDOWN spoofs interior design shows such as Changing Rooms with a website from glue London.

The site,, features the "stars" of a home-improvement programme, including a Laurence Llewelyn-Bowen lookalike called Tarquin Jones-Watson and the Carol Smillie-esque Anna Murphy.

A game on the site gets users to make over rooms themselves and then shows a series of videoed "reactions" - some positive, some less so. Tarquin's own attempt to give a room an African feel inspires the owner to smash the room up, shouting: "This is Esher, you twat."

Upmystreet branding on the site is kept subtle, with a banner ad at the bottom and the occasional reminder to visit the website.

NISSAN - PATHFINDER TESTIMONIAL MAILING Project: Pathfinder testimonial mailing Client: Helen Perry, manager, customer relationship and online marketing, Nissan Brief: Increase the awareness of the Nissan Pathfinder within the target market. Drive response, footfall and sales Creative: agency: Tullo Marshall Warren Writer: Natasha Ali Art director: Emma Robinson Designer/photographer: Wil Kruger Exposure: 27,000 prospective customers


Nissan's Pathfinder 4x4 is taking on the likes of the Land Rover Discovery with a direct mail campaign that promotes the Pathfinder's off-road capabilities.

The campaign, by Tullo Marshall Warren, uses the line "get a taste for adventure" to encourage its audience to go out and make discoveries.

The pack includes a mock ice-lolly wrapper and a lolly with a bug inside it to illustrate the kind of things you find when you go out exploring.

The mailpack is going out to 27,000 prospective customers, to encourage them to take a Pathfinder for a 48-hour test drive. The activity is part of a wider TV, online and outdoor campaign to promote the Pathfinder.

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