The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - HONDA - CHOIR Project: Choir Client: Matt Coombe, marketing manager, Honda Brief: Launch the new Honda Civic Creative agency: Wieden & Kennedy Creative team: Ben Walker, Matt Gooden, Michael Russoff Planner: Stuart Smith Media agencies: Starcom (planning and buying), Naked Communications (communications planning) Media planner: Nilufer Fowler Production company: Partizan Director: Antoine Bardou-Jacquet Editor: Bill Smedley, The Quarry Post-production: The Moving Picture Company, The Mill Audio post-production: Angel Studios, Jungle Exposure: National TV, internet, podcast, press

THE LOWDOWN

Wieden & Kennedy is once again singing about driving in its new £3 million Honda campaign.

The ad, which launches the new Honda Civic model, uses a 60-strong choir to recreate all the sounds made by the car. Garrison Keillor's dulcet tones introduce the 120-second spot. "This is what a Honda feels like," he says, as the camera focuses on a huge choir standing in a multistorey car-park.

As they start their composition, the visuals switch to an engine start button. The first sound they make is a representation of the car starting up, which continues throughout the commercial. The ad moves through various driving experiences, with the choir providing the sound effects. These include the noise of the car driving through a tunnel, to it driving on gravel, to the sound of the windscreen demisting on a frosty morning.

The 120-second ad will run for one week, with 60- and 40-second cutdowns to follow. A website, interactive TV and press ads will support the spots.

Honda had a 2.58 per cent share of the UK car market in 2005, up marginally on 2004's figure of 2.54 per cent. The market leader, Ford, had a 14.8 per cent share.

VOLKSWAGEN - THE ANGEL'S DAY OFF Project: The angel's day off Client: Catherine Woolfe, marketing communications manager, Volkswagen Brief: Launch the new Volkswagen Polo Creative agency: DDB London Writer: Feargal Ballance Art director: Dylan Harrison Planners: Hannah Wren, Daniel Hauck Media agency: MediaCom Media planner: Luke Bozeat Production company: Academy Films Director: Frederic Planchon Editor: Paul Watts, The Quarry Post-production: Framestore CFC Audio post-production: Nigel Crowley,750mph Exposure: National TV

THE LOWDOWN

A city full of bare-chested men with wings is the setting for DDB London's £3 million Volkswagen TV campaign.

The ad launches the car marque's new Polo model and develops its "small but tough" positioning.

It presents a world where everyone has a guardian angel. The 60-second spot is set in a city of angels, each guarding its human protege closely. Except one. He's having the day off and is walking alone through the city, watching the other angels at work.

At the end of the commercial, it becomes clear why this angel has been able to take time out. Sitting on top of a tall building, he notices his human in her new VW Polo. The car is apparently so safe that the driver doesn't need him to protect her.

As she drives home, he rushes downstairs and through walls to meet her as she exits her car. The ad closes with the line: "Polo. Built to protect."

AOL - DISCUSS: GOOD Project: Discuss: good Client: Timothy Ryan, director of brand marketing, AOL Brief: Help AOL take the leadership stance in the market Creative agency: Grey London Writers/art directors: David Alberts, Nick Rowland, Lee Brook, Paul Belford, Nigel Roberts, Nicola Hawes, Andy Forrest, Mark Cakebread Planners: John Lowery, Simon White, Emma Batho Media agency: Vizeum Media planners: Jessica Subra, Alex Jacques, Matthew Hook Production company: Moxie Pictures Director: Errol Morris Editor: Karen Zchmeer Post-production: Glassworks Exposure: TV, cinema, print, online

THE LOWDOWN

AOL has launched a spot to extol the virtues of the internet. The ad is a follow-up to one that set out the negative aspects of the medium, which broke at the beginning of the year.

The new ad highlights the benefits the internet brings to society: education, the preservation of history, online charity donations and freedom of speech.

The spots are part of AOL's "discuss" campaign, created by Grey and backed with a £15 million spend in the first quarter of 2006.

Both ads drive viewers to a microsite at www.aol.co.uk/discuss, where they can post their views about whether the internet is a good or bad thing.

The spots will be supported by poster, print and cinema versions of the TV ads.

MULLERLIGHT - FRUIT Project: Fruit Client: Chris McDonough, marketing director, Muller Dairies Brief: Communicate Mullerlight's wide range of flavours with more fruit than ever before Creative agency: TBWALondon Writers: Phil Martin, Brian Campbell Art directors: Phil Martin, Brian Campbell Planner: Nicole Rocheleau Media agency: MediaCom Media planner: Claire Murray Production company: Partizan Director: Thomas Hillard Editor: David Webb, Final Cut Post-production: The Mill Audio post-production: Brand Central Exposure: National TV, press, posters

THE LOWDOWN

The yoghurt brand Muller is kicking off 2006 with an integrated campaign through TBWALondon to drive sales of its low-fat Mullerlight brand.

A 30-second TV spot is supported by press and poster executions and fitting-room panels.

The idea behind the campaign, which promotes Mullerlight's 15 flavours, is that Muller adds colour to people's daily diet. The spot is set in a black-and-white world, but as characters eat a Mullerlight, they become the colour of the yoghurt they are eating.

Mullerlight recorded 13 per cent volume sales growth year on year, with 11 per cent value growth year on year in 2005.

THE OBSERVER - WIND OF CHANGE Project: Wind of change Client: Marc Sands, marketing director, The Observer Brief: Announce the launch of the Berliner-size paper Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Media agency: PHD Media planner: Jennifer Harden Production company: MJZ Director: Rupert Saunders Editor: Steve Gandolfi, Cut and Run Post-production: The Moving Picture Company Audio post-production: Grand Central Exposure: TV, cinema

THE LOWDOWN

The Observer is signalling its change to the Berliner format with a £1 million TV and cinema campaign through Mother called "wind of change".

The 50-second ad opens on a pile of broadsheet Observers, which sits outside a shop in the darkness of the early morning. A gust of wind picks up one of the papers and blows it through the streets of the deserted city. As dawn breaks, the paper refolds itself, revealing that it is now in the same Berliner format as The Observer's daily sister paper, The Guardian.

The Guardian's relaunch in autumn 2005 saw year-on-year sales in October increase by 6 per cent to 404,000 copies.

JOHN WEST - JOHN WEST FRUIT Project: John West fruit Client: Jane Hilton, marketing director, John West Brief: Raise awareness of John West's tinned fruit Creative agency: Leo Burnett Writer: Steve Wakelam Art director: Steve Wakelam Media agency: Starcom Media planner: Katie Marsden Photographer: James Pursell Exposure: 48-sheets posters, magazines

THE LOWDOWN

John West, the brand known for its canned fish products, is expanding into producing canned fruit. It is launching a press campaign by Leo Burnett to raise awareness of its new fruit products.

Three executions show a John West fisherman fishing for fruit in a variety of locations. In one ad, a fisherman sits on a bridge, fishing in a raspberry bush. In another execution, he is seen fishing for blackberries in a hedge.

CADBURY CREME EGG - THE EGGMEISTER HAS LANDED Project: The Eggmeister has landed Client: Kevin Banfield, giving and sharing portfolio manager, Cadbury Trebor Bassett Brief: Relaunch Creme Egg with impact by driving awareness of brand after nine months "off" Creative agency: Publicis Writer: Caroline Lisowicz Art director: Fabiana Xavier Planner: Jason Chebib Media agency: Starcom Media planner: Michaela Newton-Wright Photographer: Patrice de Villiers Photographer's agency: Carolyn Trayler Retouching company: Tag Exposure: 6,000 outdoor sites nationally, special-build bus shelters in Birmingham

THE LOWDOWN

Cadbury has set its sights on Easter and it is launching the first work for its Creme Egg brand in nine months.

The £1 million outdoor campaign, called "the Eggmeister has landed", was created by Publicis and will run nationally on six-sheet poster sites. Executions feature the Creme Egg with lines such as: "Goo to be back." They will be supported by a TV campaign breaking in February.

The campaign places particular emphasis on Birmingham, where, as well as six-sheets, it will run in special-build bus shelters. The special-build sites feature a 3-D Creme Egg, which appears to have landed on the poster, causing a goo splat throughout the shelter.

The chocolate Easter egg market is worth more than £350 million in the UK.

LEXUS - REFINED DIESEL Project: Refined diesel Client: Matt Button, CRM and database manager, Lexus Brief: Launch the IS diesel to the fleet market Creative agency: Partners Andrews Aldridge Writer: Helen Sharp Art director: Carole Eppleston Planner: Clare Simpson Exposure: Direct mail to 450 fleet managers

THE LOWDOWN

Lexus is aiming to increase its share of the fleet car market with its first diesel-engine model, the Lexus IS diesel. It is using a direct marketing campaign created by Partners Andrews Aldridge to promote the new model to the top 450 fleet managers in the UK.

The mailer, an empty diesel can, carries a leaflet with the text "Contains refined diesel" emblazoned across its front page. Inside, text and pictures describe the car's seven-year development process and features such as advanced clean diesel technology and six-speed manual transmission for superior fuel efficiency.

The IS will compete with established diesels such as Jaguar's X-Type 2.0D, BMW's 3 Series 320d, the Audi A4 2.0 TDi and Mercedes-Benz's C- Class C220 CDi.

TRAINING AND DEVELOPMENT AGENCY FOR SCHOOLS - RECRUITMENT Project: Recruitment Client: Richard Guy, customer relationship manager, Training and Development Agency for Schools Brief: Turn enquiries into applications for teaching positions Creative agency: Draft London Writer: Kevin Mills Art director: Carl Knapper Planner: Toby Fairclough Data planner: Frank Duck Exposure: DM, online

THE LOWDOWN

The Training and Development Agency for Schools expects 41,900 people to begin teacher training from September. To boost the number of teachers in less mainstream subjects, Draft London has started a direct marketing campaign to communicate the benefits of teaching unusual subject areas.

Its first pack promotes a career in teaching music. It contains a fold- out A2 poster showing what appear to be the logos of iconic musical equipment brands such as Gibson, Pearl and Marshall. In each picture, the famous logo has been changed to spell one of the words from the sentence: "Help children express themselves musically, and become an icon in your own classroom."

The packs are being sent to a database of people who have expressed an interest in teaching or who possess the necessary qualifications in the subject.

The Training and Development Agency for Schools expects 41,900 people to begin teacher training from September. To boost the number of teachers in less mainstream subjects, Draft London has started a direct marketing campaign to communicate the benefits of teaching unusual subject areas.

Its first pack promotes a career in teaching music. It contains a fold- out A2 poster showing what appear to be the logos of iconic musical equipment brands such as Gibson, Pearl and Marshall. In each picture, the famous logo has been changed to spell one of the words from the sentence: "Help children express themselves musically, and become an icon in your own classroom."

The packs are being sent to a database of people who have expressed an interest in teaching or who possess the necessary qualifications in the subject.