The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - DIAGEO - MIRROR, MANY ME Project: Mirror, many me Client: Andy Fennell, marketing director, Diageo Brief: Encourage 18- to 24-year-olds to re-consider their attitudes to alcohol Creative agencies: Abbott Mead Vickers BBDO (mirror); Language (many me) Writers: Gary Walker (mirror); Henri McKervey (many me) Art directors: Huw Williams (mirror); Robin Hegarty (many me) Planners: Matthew Walters (mirror); Keith Murray (many me) Media agency: Carat Media planner: Lisa Barratt Production companies: Hungry Man (mirror); Nomad (many me) Directors: Paul Gay (mirror); Ritchie Smyth (many me) Editors: John Smith (mirror); Juniper Calder (many me) Post-production: The Mill (mirror); Screen Scene (many me) Audio post-production: Jungle (mirror); Windmill Lane (many me) Exposure: TV

THE LOWDOWN

The drinks giant Diageo is spending £2 million on a marketing push to show its commitment to responsible drinking. Two TV spots, called "many me" and "mirror", illustrate how excessive drinking can ruin a good evening.

"Many me" opens in a bar. With a nod to Being John Malkovich, a young drinker sees versions of himself in the bar. Some are enjoying the company of friends, but others have had too much to drink and are being unruly.

"Mirror" follows the theme, with a woman at a house party who, when she catches sight of her reflection, sees a woman out of control and no longer enjoying her evening. Both ads end with the line: "Don't see a great night wasted."

The ads follow a similar campaign that ran in the Republic of Ireland last year and is part of a package of measures that Diageo GB is introducing to promote responsible drinking, including a student awareness programme launched in conjunction with the National Union of Students.

HARRODS - THE ONE THING Project: The one thing Client: Nicole Refson, marketing manager, Harrods Brief: Show that Harrods is a treasure trove Creative agency: Isobel Writer: Dave Alexander Art director: Rob Fletcher Planner: Steve Hastings Media agency: PHD Media planner: Jonathan Kershaw Photographer: Gavin Evans Retouching: NMI Exposure: National press, outdoor

THE LOWDOWN

Harrods has launched an advertising campaign using celebrities including Billie Piper, Ray Winstone, Amir Khan, Keeley Hawes and the adventurer Bear Grylls.

The press campaign, developed by Isobel, asks: "If you could have just one thing from Harrods, what would that one thing be?"

The ads feature a photo of the celebrity and their response to the question. Ray Winstone says he would chose "one of those bust-type mannequins that steam-irons shirts".

Harrods made an operating profit of £41.4 million in the year to January 2005, up from £33.4 million for the previous year.

BRITISH TELECOM - BROADBAND SECURITY Project: Broadband security Client: Tracey Follows, head of consumer marketing, BT Brief: Persuade the target audience that only BT gives them the protection they need online Creative agency: Agency.com Writer: Steve Whiteley Art director: Oliver Robinson Planner: Melissa Beecroft Media agency: Zed Media planner: Lucy Feakins Designers: Perry Cooper, Karl Reynolds, Wil Bevan Exposure: Online

THE LOWDOWN

With the cost of identity theft topping £1.7 billion per year, BT has launched a new online campaign to raise awareness of internet-related identity crime.

BT's own research reveals that nearly one in ten PC users has been a victim of online fraud, and this series of banners and overlays attempts to demonstrate what BT Broadband can do to help prevent it happening.

In one execution, the user is asked how safe they think their personal details are with BT Broadband, before the banner is shredded. In another, an interactive overlay sees a security camera appear on the screen and follow the movement of the user's mouse, while a message warns that identity theft is the fastest-growing crime in the UK.

JOHN LEWIS - MAKE UP YOUR OWN STORY Project: Make up your own story Client: David Sinfield, head of brand marketing, the John Lewis Partnership Brief: Launch the John Lewis spring fashion collection Creative agency: Burkitt DDB Writer: Phil Webb Art director: Tony Curran Planner: Susan Poole Media agency: Burkitt DDB Media planner: Suzanne Morgan Photographer: Hanspeter Schneider Exposure: 48-sheet poster sites, London buses, national press

THE LOWDOWN

John Lewis is launching its spring 2006 fashion collection with a £2 million press and poster campaign, created by Burkitt DDB.

Three executions see the brand turning its back on models dressed in black in favour of a series of shots of women in unusual situations that aim to play on the seasonal mood and style of the clothes on show.

The ads also invite consumers to create a narrative for the shots - one features the models in a mise-en-scene with echoes of the famous US blues crossroads myth, complete with blues guitarist and, presumably, the Devil riding in a stretch limo (although, inexplicably, it places the action at a T-junction rather than a crossroads).

HOME OFFICE - DOMESTIC VIOLENCE Project: Domestic violence Client: Sharon Sawers, strategic communications advisor, the Home Office Brief: Communicate changes in the law Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writers/art directors: Mike and Jerry, Zac Ellis, Richard Littler, Kim Planner Megan Thompson Media agencies: Starcom (radio), MediaCom (press), Posterscope (outdoor, ambient) Media planners: n/s Photographer: Nick Georghiou Retouching: Abbott Mead Vickers BBDO Exposure: Regional press, outdoor, ambient

THE LOWDOWN

A change in the law now means that police no longer need evidence from the victims of domestic abuse to press charges against the perpetrator. To highlight this fact, Rainey Kelly Campbell Roalfe/Y&R has created a set of posters for the Home Office.

Three executions target victims, abusers and those who may know them. "Flowers" shows bunches of flowers laid in a kitchen as if at the scene of a road accident. The strapline reads: "Every two weeks two women die due to domestic violence. Don't let your friend be one of them."

"Prison" shows a plastic chair next to a barred window with the line: "Hit your partner and chances are you won't see your kids again. Not even during visiting hours."

YELL.COM - YOUR SEARCH IS OVER Project: Your search is over Client: Barbara Newman, communication and brand development manager, Yell.com Brief: Communicate that with Yell.com, you can get exactly what you want, exactly where you want it Creative agency: Abbott Mead Vickers BBDO Writers: Chris Bardsley, Antonia Clayton Art director: Rob Oliver Planner: Toby Horry Media agency: PHD Media planner: Charlotte Wightman Photographer: Sue Parkhill, Coochie Management Retouching: Abbott Mead Vickers BBDO Exposure: National press, radio

THE LOWDOWN

The latest poster campaign for Yell.com by Abbott Mead Vickers BBDO uses pictures of arrows found in everyday scenes to point consumers to the website, which gets 3.5 million regular visitors.

The ads are designed to show that no matter where you are or what time it is, you can instantly get any phone number you need, as well as added extras such as maps, directions and even the location of the nearest car-park.

The first of two executions shows an arrow on a signpost in the countryside with the strapline: "Where's that country hotel you can book online?" The second shows a red neon sign outside a nightclub with the line: "Something to eat? A bar, a club? How to get there?"

The posters,which are backed by a radio campaign, will appear on taxis, buses and buildings in city centres.

SOUTH EASTERN TRAINS - GREAT DAYS OUT Project: Great days out Client: Janet Somerville, commercial director, South Eastern Trains Brief: Drive off-peak journeys Creative agency: Rapier Writer: Ruth Blair Art director: Kevin Howes Planner: Henry Nash Media agency: Rocket Media planner: Peter Fyfe Exposure: Door-drops in London, the South-East and Kent

THE LOWDOWN

South Eastern Trains is promoting its two-for-one admission offers to some of the most popular attractions in London and the South-East.

A door-drop campaign, through Rapier, continues the train operator's "on your doorstep" strategy, and comes in the form of an eye-catching cut-out of an image of a skull.

The leaflet opens out to reveal the text: "The London Dungeon. It's on your doorstep."

Copy also explains that train passengers can benefit from two-for-one admissions deals at attractions such as Buckingham Palace, the London Eye, the National Gallery and West End theatres and restaurants.

The door-drop is part of the ongoing "Great days out" campaign, which Rapier developed last year.

EMIRATES - SCOTTISH COMMONWEALTH GAMES SPONSORSHIP Project: Scottish Commonwealth Games sponsorship Client: Arran Whitney, corporate communications manager, Emirates Brief: Wish good luck to the Scottish Commonwealth Games team and promote Emirates' sponsorship Creative agency: Leagas Delaney London Writer: Ben Stilitz Art director: Colin Booth Planner: Bruno Frankel Media agency: MediaCom Media planners: Les Middleton, Rachel Congdon Retouching company: Loupe Exposure: Outdoor, national daily titles in Scotland

THE LOWDOWN

As an official sponsor of the Scottish Commonwealth Games team, Emirates has produced a £150,000 poster and press campaign. Created by Leagas Delaney, the ads wish the team good luck before they fly to Melbourne for the games in March.

The ad features two aeroplane vapour trails crossing each other in a bright blue sky, echoing the Scottish national flag, the Saltire. The ad carries the line: "Good luck to the Scottish Commonwealth Games team."

Scotland is one of the three key regional embarkation points for Emirates flights to Dubai. Beyond this, the campaign aims to highlight the airline's commitment to supporting national and regional initiatives around its key flight centres.

ANN SUMMERS - RAMPANT RABBIT THRUSTER Project: Rampant Rabbit Thruster Client: Gordon Lee, head of marketing, Ann Summers Brief: If a man can't beat the Thruster, he may as well embrace it Creative agency: Us Writer: Jo Tanner Art director: Mark Howard Media agency: Goodstuff Media planner: Ben Hayes Production company: Another Film Company Directors: Jo Tanner, Mark Howard Editor: Joe Parsons, The Whitehouse Exposure: Internet

THE LOWDOWN

Ann Summers is promoting the latest incarnation of its Rampant Rabbit sex toy with a viral film created by Us.

The ad features a couple who are seen entering their bedroom in the throes of passion. However, while the woman writhes expectantly, her partner delves into the bedside cabinet drawer to "get ready". In fact, he's strapping one of the vibrators to his body with Sellotape in a bid to impress his girlfriend with his technique.

Last year, Ann Summers reported sales of more than £155 million, making it one of the most profitable private companies in the UK.