The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Marks & Spencer - Christmas 05 Project: M&S Christmas 05 Client: Steve Sharp, marketing director, Marks & Spencer Brief: Make M&S the destination store for Christmas by showcasing the excellent new product ranges Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writers: Pip Bishop, Chris Hodgkiss Art directors: Pip Bishop, Chris Hodgkiss Planner: Megan Thompson Media agency: Walker Media Media planner: Nick Walker Production company: Partizan Directors: Michael Gracey, Pete Commins Editor: Diesel Schwarze Post-production: The Moving Picture Company Audio post-production: Jungle Studios Exposure: National TV


In a continuation of Marks & Spencer's "Your M&S" strategy, Rainey Kelly Campbell Roalfe/Y&R has aimed to produce a Christmas ad that stands out from the usual festive fare.

Instead of trying to promote the store's entire offering, this campaign is focused on the women's clothing range. Separate food ads will be launched later in the month.

The 40-second TV spot is based around the premise of a Moulin Rouge-style stage show, where everyone in the production wears clothes from M&S.

Starting in a snowy side-street, two women in fur coats disappear into a stage door. The camera then makes its way through the backstage and dressing room areas, past women wearing M&S lingerie and evening gowns. The shot then cuts to the exterior of the theatre, which is festooned in bright lights, and displays the words: "Your M&S presents Christmas."

In the third quarter of 2005, M&S saw an overall sales increase of 3.3 per cent, the first improvement in quarterly sales for two years.

SONY - THE PILL Project: The pill Client: David Patton, senior vice-president, marketing and communications Europe, Sony Brief: Launch the new Sony Walkman Creative agency: Fallon Writers: Juan Cabral, Richard Flintham Art directors: Juan Cabral, Richard Flintham Planner: Lucy Howard Media agency: OMD Media planner: Christina Hesse Production company: RSA Films Director: Brett Foraker Editor: Adam Rudd, RSA Films Post-production: The Mill Audio post-production: Wave Exposure: TV, press, poster, online, in-store


Sony is promoting its new Walkman, the product it hopes will be a credible rival to Apple's iPod, with a TV and print campaign from Fallon. The campaign works on the premise that music is addictive and its Walkman is the best way to feed the habit.

Directed by the Channel 4 network creative director, Brett Foraker, through RSA, the TV ad opens on what looks like a small tablet sitting next to a glass of water. As a voiceover warns that although it's small, it's incredibly powerful and addictive, the pill grows to reveal itself to be a new Walkman digital music player.

Sony has sold more than 330 million Walkmans worldwide since introducing its first personal cassette-player in 1979. It lost its dominant position in the personal music market to Apple by continuing to back minidisc players instead of moving into hard disc devices.

BRITISH HEART FOUNDATION - FOOD4THOUGHT Project: Food4Thought Client: Betty McBride, director of policy and communication, British Heart Foundation Brief: Encourage 11- and 12-year-olds to think about what is in their food and make heart-healthy choices Creative agency: Lowe London Writer: Sarah Naughton Art director: Simon Morris Planners: Gorse Jeffries, Kelsey Hodgkin Media agency: Manning Gottlieb OMD Media planner: Claire Marker Photographer: Richard Puller Exposure: National outdoor, radio


The British Heart Foundation's new £2 million campaign, "Food4Thought," aims to educate children between the ages of 11 and 12 about ingredients found in junk food.

Developed by Lowe,the campaign aims to encourage children to make heart-healthy choices.

One press ad features a burger dripping with fat and the word "censored" stamped across it. The ad runs with the line: "Not all burgers are good burgers. What's on your plate?" Similar poster ads feature a hot dog and chicken burger consisting of gristle, bones and connective tissue.

Diseases of the heart and circulatory system are the main cause of death in the UK and accounted for just under 233,000 deaths in 2003.

COI ROYAL NAVY - RECRUITMENT Project: COI Royal Navy recruitment Clients: Jamie Galloway, COI director of digital media; Julia Perkins, COI national campaign manager Brief: Highlight some of the jobs you might not expect to find in the Navy Creative agency: glue London Writers/art directors: Seb Royce, Adam King, Jaime McLennan, Christine Turner, Simon Lloyd, Sally Skinner, Dave Martin, James Leigh, Darren Giles Media agency: i-level Media planner: Helen Brown Designers: Matt Verity, Leon Ostle Exposure: Online


The Royal Navy's recent online recruitment campaign aims to highlight that there is more to a job in the Navy than becoming a sailor.

The ads, created by glue London, have a heavy focus on an interactive element. In one execution, viewers are asked to use their keyboard to land a helicopter in heavy rain; in another, they use their mouse to land a jet on an aircraft carrier in high winds.

In eye-catching artwork, one rollover expands to reveal an illustrated seascape showing the Navy's fleet of aircraft, ships and submarines and the various jobs available on each. The Royal Navy recruits around 5,000 every year.

NUTRI-GRAIN - MAGIC Project: Magic Client: Jeremy Harper, senior brand manager, Kellogg Brief: Relaunch Nutri-Grain under a new positioning Creative agency: Leo Burnett Writer: Dan Fisher Art director: Rick Brim Planner: John Poorta Media agency: MindShare Production company: Partizan Director: Jim Hosking Exposure: National TV


Leo Burnett's work for Kellogg's Nutri-Grain bars aims to imbue the brand with personality and to tell people about the soft and chewy texture of the bar.

Both ads are set in the north of England and feature people who live near the Nutri-Grain factory. They are so impressed by the bars that they begin to speculate that magic must be at work. In one spot, a woman says she has seen pixies leaving the factory at night.The ads end with the voiceover: "Made soft and chewy by magic."

Kellogg's profits jumped 11 per cent in the third quarter of 2005. Nutri-Grain is the cereal bar market-leader.

BAAF - NATIONAL ADOPTION WEEK Project: National Adoption Week Client: Harvey Gallagher, director of marketing and communications, BAAF Brief: Raise awareness of the fact that many children in care are repeatedly moved from one temporary home to another Creative agency: FCB London Writer: Bryn Attewell Art director: Mark Robinson Planner: Tania Weintrobe Media agency: Magna Global Outdoor Media planner: Mike Gorman Exposure: 48-sheet and 96-sheet posters in London, 96-sheet posters in Manchester


FCB London has created a poster in support of National Adoption Week that dramatises one of the key challenges facing the British Association for Adoption and Fostering - that children in care repeatedly have to move from care home to care home.

A range of posters will appear in various sites around London and Manchester. Each day they will be moved and as they do, they will be made to look more and more tatty.

One ad uses the words: "This poster has no permanent home. Like thousands of kids in care, this poster will be moved again tomorrow." Another has the line: "Being constantly moved around breaks a kid's heart."

In 2004, 61,100 children were in the care of local authorities.

RAC - BEANS Project: Beans Client: Shaun Meadows, director of marketing, RAC Brief: Refresh the RAC's positioning to take the service beyond breakdown Creative agency: Abbott Mead Vickers BBDO Writers: Mark Fairbanks, Markham Smith Art directors: Mark Fairbanks, Markham Smith Planner: Christy Stewart Smith Media agency: Vizeum Media planner: Nicola Webster Production company: Rogue Films Director: Nicholas Barker Exposure: National TV, radio, press, online


In its first advertising in two years, the RAC has launched a campaign to establish it as the expert on motoring.

Created by Abbott Mead Vickers BBDO, the £5 million TV and press campaign features RAC patrols giving light-hearted advice.

In one ad, an RAC patrolman advises drivers not to have a big meal before taking long journeys because they make you drowsy. He suggests eating something light. As the action switches to a car full of people opening their windows, he adds that for your passengers' sake you should lay off the beans. The ads use the line: "The people behind people behind the wheel."

The RAC has more than seven million members.

KINGSMILL - BRAND CAMPAIGN Project: Brand campaign Client: Jo Sykes, marketing director, Allied Bakeries Brief: Continue the myth of the King's Mill to build the brand's personality and quality credentials Creative agency: JWT Writer: Adam Griffin Art director: Rob Spicer Planner: Daniel Hill Media agency: ZenithOptimedia Media planner: David Grainger Post-production: The Moving Picture Company Director: Who? Editor: Leo King, Cut & Run Audio post-production: Jungle Exposure: National TV


In the latest instalment of the King's Mill story, JWT has developed a £1.4 million TV campaign that shows how much the King, Elvis Presley, loves his fresh-baked Kingsmill loaf.

The 30-second spot features the master bread-maker, Eddie, and his quest to ensure the King always had the best quality bread. The action opens in 60s Las Vegas, where Presley is performing. It shows Eddie providing him and his entourage with a spread of sandwiches, rolls and muffins from the Kingsmill range.

The UK bread market is worth almost £2.9 billion and is one of the largest sectors in the food industry.

Kingsmill's parent company, Allied Bakeries, commands one-third of the market.

VAUXHALL - VECTRA AND SIGNUM LAUNCH Project: Launch the new Vectra and Signum models Client: Louise Tant, DM communications manager, Vauxhall Motors Limited Brief: To integrate the pan-European launch in the UK with DM, online and e-mail activity Creative agency: Draft London Writer: Drew Forsythe Art director: Aubrey Laret Planner: Philip Rolfe Photographers: Leon Steele, Paul Murphy Exposure: Direct marketing, online


Draft London has developed an integrated campaign to back the launch of Vauxhall's new Vectra and Signum models, which centres on the cars' improved handling.

Like the recent Delaney Lund Knox Warren & Partners TV ads, the direct marketing element uses the line: "take control." A brochure, sent to 60,000 prospective customers, features the Italian football referee Pierluigi Collina pictured with the cars alongside the line: "Why should control stop after 90 minutes?"

An online campaign involves expandable banners and skyscrapers, as well as an online football game, which encourages recipients to visit a microsite and, ultimately, take a test drive.

General Motors is putting an estimated 330 million behind the entire campaign.

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