The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Shelter - Real homes Project: Real homes Clients: Ivor Dickinson, managing director, Douglas & Gordon; Clare Davenport, business development senior account manager, Shelter Brief: Drive awareness of the housing crisis facing the UK, where thousands of people live in substandard, often dangerous conditions Creative agency: Leo Burnett Writers: Clark Edwards, Nicholas Pringle Art directors: Clark Edwards, Nicholas Pringle Planners: Kofi Amoo-Gottfried, Gary Simmons Media agency: Leo Burnett Typography: Rory Neighbour Photography: Michael Thomas Jones, Nick David Photographer's agency: Shelter Exposure: Douglas & Gordon window cards, Douglas & Gordon fold-out cards, Douglas & Gordon publication Bridge Magazine, online


Leo Burnett has developed an original strategy to raise awareness of the homelessness charity Shelter, while simultaneously highlighting the appalling housing conditions faced by thousands of London families.

House buyers browsing in the window of the upmarket estate agents Douglas & Gordon will be confronted with pictures of genuine dilapidated and dangerous housing that thousands of families live in across the capital.

As well as the shocking images, the ads contain statistics about the terrible living conditions that more than one million children across the UK face every day.

There are currently 63,120 homeless families trapped in sub-standard temporary accommodation in London - including 83,962 children. More than 260,000 children are living in overcrowded housing in the capital.

Shelter is lobbying the Government to build 16,000 homes between 2008 and 2011 in London that could help lift 42,000 children out of bad housing.

The ad includes a link to the website:

ST IVEL - SCHOOL OF ST IVEL Project: School of St Ivel Client: Richard Tolley, marketing director, Dairy Crest Brief: Support the launch of St Ivel Gold Omega 3 Creative agency: Grey London Writer: Steve McKenzie Art director: Christian Cotteril Planner: Simon White Media agency: John Ayling & Associates Media planner: Deirdre MacNair Production company: Framestore CFC Director: Laurent Boudoiseau Post-production: Framestore CFC Audio post-production: Owen at Jungle Exposure: National TV


Grey London has created a £4 million TV campaign to promote the launch of St Ivel Gold's latest product.

The new spread contains Omega 3, an essential fatty acid that is recognised as an important nutritional supplement, especially for the heart.

The most effective form of Omega 3 is only found in fish oil and to highlight this, the 30-second execution follows a shoal of fish swimming through tropical waters.

As the voiceover explains the benefits of the fatty acid, the shoal forms into the shape of a beating heart.

CHANNEL 4 - GREEN WING Project: Green Wing Client: Katie Hayes, marketing manager, Channel 4 Brief: Remind Green Wing fans of what they loved about the show and attract new viewers who picked up on the buzz about series one Creative agency: 4creative Writer: Tom Tagholm Art director: Tom Tagholm Planner: Richard Burdett Media agencies: OMD (buying), Michaelides & Bednash (strategy) Media planner: Jason Gonsalves Photographer: Jim Fiscus Photographer's agency: Stockland Martel Exposure: National press, weekly magazines, 96-sheets, 48-sheets, cross-track posters, Tube cards, TV


Channel 4 is launching a second series of its alternative hospital comedy Green Wing and has created an outdoor and press campaign to promote it.

The ads by 4creative, Channel 4's in-house agency, feature the cast of Green Wing dressed in tutus and dance dress as if rehearsing for a performance. Other cast members are wearing strange and unsuitable outfits such as their pyjamas or their underwear in an attempt to reflect the surreal and anarchic spirit of the show.

Early executions will feature the line: "Brand new Green Wing. Nearly ready." This will progress to "Ready Friday 31 March" and "Ready now" on the day of broadcast.

Media will include trails, weekly magazines, national press and outdoor.

LAND ROVER - DEFENDER PROSPECTING Project: Defender prospecting Clients: Rob Gray, Defender communications manager, Land Rover Global; Serge Sergiou, CRM and internet manager, Land Rover UK Brief: Encourage prospects to request test drive or more information Creative agency: Craik Jones Watson Mitchell Voelkel Writers: Vaughan Townsend, David Brown Art director: Jo Jenkins Planner: James Champ Exposure: Direct mail to 15,000 prospects


Craik Jones Watson Mitchell Voelkel's latest campaign for Land Rover, aimed at small-business owners and the self-employed, highlights the rugged working capabilities of the manufacturer's Defender model.

The marque has constant four-wheel drive, giving it a point of difference from its competitors, which all use part-time four-wheel drive.

The mailing is a set of heavy black cards held together at the corners by four heavy-duty bulldog clips. The front reads: "Permanent 4 wheel drive guarantees more grip."

Respondents to the mailing will be entered in a prize draw to win a weekend of off-road Land Rover driving.

TELETEXT - TELETEXT HOLIDAYS Project: Teletext Holidays Clients: Ash Makkar, marketing director; Sumi King, marketing manager, Teletext Brief: Promote Teletext's services on digital TV Creative agency: Clemmow Hornby Inge Writer: Enoch Lam Art director: Manuela Barbosa Planner: Oliver Egan Media agency: Vizeum Media planner: Nicola Webster Production company: Psyop at Passion Pictures Directors: Marie Hyon, Marco Spier Animators: Melanie Tonkin, Alvin Bae, Domel Libid Post-production: Psyop, The Moving Picture Company Exposure: National TV


Clemmow Hornby Inge has created its first work for Teletext. The campaign is backed by a £6 million spend.

The work aims to bring the brand up to date and to drive viewers to its new digital TV services.

A TV spot, which is the first of a series of animated commercials, focuses on the holiday service available on digital TV. The spot features a whirlwind of text coming together to create scenes evocative of the different types of holiday available on the service. The letters arrange themselves to form the shapes of a couple walking hand-in-hand in front of the Eiffel Tower, a child building a sandcastle and a diver.

A total of 2.7 million people visit Teletext's digital services every week, of whom 1.5 million view Teletext Holidays pages.

ODPM - LANDLORDS' PROPERTY LICENCE Project: Landlords' property licence Client: Rebekah Clark, marketing manager, Office of the Deputy Prime Minister Brief: Drive awareness of the new landlord licensing regulation Creative agency: Euro RSCG London Writer: Paul Williams Art director: Peter Cheeseman Planner: Andrew Crosthwaite Media agency: Carat Media planner: Emma Sheehan Exposure: Posters, radio, online


Buildings with big chunks missing from the middle of them are the central image of a new £1 million government poster campaign targeting landlords.

Poster ads, by Euro RSCG London, aim to raise awareness of new property licence requirements. The changes affect landlords who rent houses with three or more storeys, have five or more tenants or rent two or more properties. They will have to apply for a property licence or face a £200,000 fine.

The sections missing from the buildings represent the income the owner will lose if they do not have a licence.

The campaign also includes radio and online elements.

TUSSAUDS GROUP - SCHOOLS MARKETING PROGRAMME Project: Schools marketing programme Client: Naomi Joels, schools product manager, Tussauds Group Brief: Drive primary and secondary school educational visits to the Tussauds Group attractions Creative agency: Spinnaker Writers: Nick Morgan, Raymond Carras Art directors: Clare Winter, Paloma Hodgins Planner: Robert Goldsmith Designer/photographer: Will White Exposure: 100,000 teachers and school decision-makers


The Tussauds Group is beginning a marketing drive to increase the number of schoolchildren visiting its Alton Towers, London Eye and Thorpe Park attractions.

A direct marketing campaign by Spinnaker targets 100,000 teachers and school decision-makers to highlight the educational areas that have been created at each attraction.

The pack contains an information sheet that explains the educational benefits of each attraction and a white lab coat with the line "help create future scientists" printed on it.

In November last year, Tussauds bought BA's stake in the London Eye for £95 million and assumed the £175 million debt that the Eye owes the airline.

TETLEY'S - FANCY DRESS Project: Fancy dress Client: Darran Britton, director of brands and marketing, Carlsberg UK Brief: Give bitter back its self-confidence while staying true to its spirit Creative agency: Saatchi & Saatchi Writer: Dave Henderson Art director: Richard Denney Planner: Kevin Chesters Media agency: OMD UK Media planner: James Larman Production company: MJZ Director: Matthius Van Heuningen Editor: Jono, Johnny Bongo Post-production: The Moving Picture Company Audio post-production: Wave Exposure: National TV, press


Tetley's doesn't do things by halves, according to Saatchi & Saatchi's new ad campaign for the ale brand.

The TV spot features a Roman army trekking across the countryside, led by a general in full battle dress. But when the general nips into a local pub, it becomes apparent he's in fancy dress and that his army forms part of an extravagant costume. Tetley's, like its drinkers, "doesn't do things by halves", the endline reads.

The campaign also involves press work by Sharpen Troughton Owens Response. Supporting Tetley's England rugby sponsorship, the ads show the lengths players will go to in tackling, catching and side-step practice.

The ale market is suffering at the hands of the lager-swigging public. The category dropped 4 per cent last year, taking it below the £450 million mark.

PRIVILEGE - GOLF Project: Golf Client: Michael Gillan, marketing manager for car insurance, Privilege Brief: Establish Privilege as the insurer for people with four years' no claims discount Creative agency: M&C Saatchi Writer/art director: Alan Jarvie Media agency: MediaCom Production company: Pagan Director: Anthony Easton Exposure: National TV


The latest campaign for Privilege from M&C Saatchi reprises the Joanna Lumley "you don't have to be posh to be privileged" campaign.

The 30-second ad aims to show that drivers only need four years of no claims to sign up for its cheaper car insurance. Lumley is joined by the former footballer Ian Wright, proving that these days you don't have to be posh to join a posh golf club.

The camera follows their exploits around the course as Lumley explains the deal and Wright acts the fool.

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