The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Levi's - Billboard, ledge, moonbathing Project: Billboard, ledge, moonbathing Client: Andrea Moore, consumer marketing manager, Levi's Brief: Communicate the original attitudes and behaviours of Levi's wearers Creative agency: Bartle Bogle Hegarty Writer: Caroline Pay Art director: Caroline Pay Planners: Sarah Watson, David Murray Media agency: Starcom Media planner: Hugh Semple Production company: Outsider Director: Anthony Atanasio Editor: Rick Russell Post-production: The Moving Picture Company Audio post-production: Wave Exposure: TV and cinema


Presumably inspired by the UK's distinct lack of sun, the stars of Levi's new ad campaign have rejected the more conventional sun worship in favour of moonbathing.

The series of three ads, by Bartle Bogle Hegarty, feature predictably glamorous models - clearly not the type to mooch around the house in their favourite pair of comfy jeans. Instead, in the 90-second version, a man dresses up in his pair of Levi's 40506, and, in the dead of night, climbs out of his apartment window.

Other people are shown settling down for the evening but our hero clambers up to the highest point of the tallest building, where the moon is strongest.

When he arrives at his favourite moonbathing spot, he discovers a female Levi's wearer who has had the same idea. She's lying on a diving board, soaking up the moon's rays. The strapline reads: "Moonbathe. Be original."

Levi's revealed last month that it made a profit in the fourth quarter of 2005 and increased annual sales for the first time since 1996.

WAITROSE - WHO ARE THEY? Project: Who are they? Client: Christian Cull, marketing director, Waitrose Brief: Explain how the partnership structure differentiates Waitrose Creative agency: Miles Calcraft Briginshaw Duffy Writer: Chris O'Shea Art director: Ken Hoggins Planner: Mary Tucker Media agency: Brand Connection Media planner: Rob Bellass Production company: Nice Shirt Director: Stuart Douglas Audio post-production: Jungle Exposure: National terrestrial TV


The new Waitrose campaign promotes the fact that all of its staff are partners. Using this theme, the ad explains that they have a vested interest in the supermarket being the best.

The ad, by Miles Calcraft Briginshaw Duffy, builds on previous campaigns, which promoted the store's fair-trade stance. It talks about how "they" want the best-sourced ingredients, fair prices for suppliers and animal welfare. The "they" is revealed at the end to refer to the staff, who all own the supermarket and so want the best for their customers.

Waitrose is the UK's largest example of worker co-ownership. All 63,000 permanent staff are partners in the business.

HOME OFFICE - RAPE Project: Rape Client: Sharon Sawers, strategic communications advisor, the Home Office Brief: Get men to seek active consent before sex Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writers: Mike Boles, Jerry Hollens Art directors: Mike Boles, Jerry Hollens Planner: Megan Thompson Media agencies: Starcom (radio), MediaCom (press), Posterscope (outdoor, ambient) Media planner: Andrew Mortimer Photographer: Ben Stockley Photographer's agent: Annika Bennett, Agent Orange Exposure: Men's monthlies/weeklies, ambient (washroom posters, condom machines), radio


Rainey Kelly Campbell Roalfe/Y&R has developed an integrated campaign for the Home Office to tackle rape.

One print ad, entitled "knickers", features a girl in a pair of pants with a no entry sign on the front of them. The ad carries the line: "Have sex with someone who hasn't said yes to it, and the next place you could enter could be prison." Another, entitled "prison", shows a prison cell with an old, tough-guy inmate sitting on the top bunk. It carries the headline: "If you don't get a yes before sex, who'll be your next sleeping partner?"

The work is also running on mirrors in men's toilets and on condom machines. It is backed by two radio ads.

In the year ending March 2005, the total number of sexual offences recorded by police in England and Wales was 60,900; a 17 per cent rise on the previous year.

STANDARD LIFE BANK - FREESTYLE+ Project: Freestyle+ Client: Andrew Boddie, head of marketing, Standard Life Brief: Explain mortgages and money matters to consumers in an entertaining way Creative agency: DNA Writer: Emma Scott-Robinson Art directors: Rob Lawrence, Steve Thompson Designer: Alex Gray Developer: Mark Fleet Exposure: Online


Standard Life Bank has launched an online branded channel,, to explain mortgages and personal finance to prospective customers.

The channel, developed by DNA, contains 32 different programmes of specially commissioned content presented by a roving reporter and a studio anchor. The films cover a range of issues, from buying a property to let to how to get tax-free savings. The advice is intended to be an impartial resource, but does link through to a point of sale at

The campaign marks a shift in direction for the bank, which feels TV ads can no longer target customers as effectively as online work.

BBC RADIO 1 - MUSICUBES Project: Musicubes Client: James Wood, head of marketing, BBC Radio 1 Brief: Increase reach of Radio 1 among a young audience Creative agency: Agency Republic Writer: Gavin Gordon Rogers Art director: Gemma Butler Planner: Tim Millar Media agency: PHDiq Media planner: Juliet du Vivier Designers: Dilesh Lalloo, Oli Laurelle Exposure: Online


BBC Radio 1 is attempting to build a reputation for musical diversity with a new digital campaign that taps into the growing popularity of blogs and online communities.

Musicubes, created by Agency Republic, is a playable interactive tool that allows users to create their own colourful music DNA by choosing their favourite genres. The finished cube can then be hosted on their blog or on a personal site such as People who access the Musicube can click on the genres and listen to any relevant Radio 1 show broadcast within the past week.

Agency Republic has also created a tab within MSN messenger that encourages users to go to the Radio 1 site and listen to shows from specific genres.

CADBURY - FIRST TASTE, FIRST LOVE Project: First taste, first love Client: Simon Bawdry, managing director, Cadbury UK Brief: Capture the emotional bond that consumers experience when they first taste the chocolate brand Creative agency: Publicis Writer: Roger Rex Art director: Roger Sealey Planner: John Clark Media agency: Starcom Media planner: Matt Wilson Production company: Knucklehead Director: Joe Roman Editor: Tim Thornton-Allan, Marshall Street Editors Post-production: The Moving Picture Company Audio post-production: Grand Central Exposure: National TV


Cadbury has ditched the "happiness" animals in its new campaign from Publicis. Instead, the chocolate brand is tapping into its heritage by using a love story to sell its Dairy Milk bars.

The ad, "first taste, first love", starts in the 70s on a school bus. A teenage boy reaches out to the seat in front of him and hands a girl a piece of Dairy Milk.

The ad then cuts from the couple's first date to their wedding day, and then to a family photo session with their new baby.

The scene switches to a bus in the present day where the son re-enacts the moment his parents fell in love by handing the girl in front of him a piece of chocolate.

Cadbury's Dairy Milk is the market-leading chocolate brand, with sales close to £165 million.

LEGOLAND - FIRE ACADEMY Project: Fire academy Client: Hans Aksel Pedersen, sales and marketing director, Legoland Brief: Drive vistors to the four regional Legoland Parks in the 2006 season Creative agency: Delaney Lund Knox Warren & Partners Writer: James Hodge Art director: Richard Fox Planner: Paul Hutchison Media agency: Carat Insight Production company: Feel Films Director: John Stephenson Editor: Rachel, Feel Films Post-production: Rushes, VTR Exposure: National TV


Delaney Lund Knox Warren & Partners' first work for Legoland is a rousing call for heroes to try out its rides.

The work, which does not adopt a song-and-dance theme, will run in the four markets in which Legoland has attractions. It aims to drive families to the theme parks in the run-up to the Easter holidays.

Four TV spots are shot in a filmic style.

In "fire academy", a man is shown running through smoke and driving a fire engine, but it becomes apparent he's actually just having fun on a fire-fighting-themed ride. A voiceover calls for "fire-fighters, dragon-slayers, drivers, explorers and heroes" to populate the theme park.

02 - INTERNATIONAL DM Project: International DM Client: Kirstie Dunsmoir, business campaign manager, O2 Brief: Encourage customers to use their mobile phones to make overseas calls Creative agency: Archibald Ingall Stretton Writer: Chris Lapham Art director: Debs James Planner: Lucinda Curtois Exposure: Mailing to 50,000 customers over the year


O2's new campaign encourages its business customers to make overseas calls on their mobile phones.

The direct mail campaign, devised by Archibald Ingall Stretton, tackles the preconception that using a mobile to call abroad is more expensive than a landline, by linking it to common myths.

A sleeve designed to look like a McDonald's-style pack of French fries carries the line: "Some people believe the King is alive and working in a burger bar in Ohio. But then, some people believe calling abroad from a mobile is more expensive than using a landline." Inside, a brochure with the coverline "it's funny the things people believe" explains that international calls for business customers on an O2 mobile can often be cheaper than a landline.

MASTERCARD - MAESTRO Project: Maestro Client: Rita Broe, head of marketing, Mastercard Europe Brief: Reposition the Maestro debit brand to increase usage of frequent purchase categories by heavy users Creative agency: McCann Erickson Writers: Brian Cooper, Jason Stewart Art directors: Brian Cooper, Jason Stewart Planner: Paul Simonet Media agency: Universal McCann Media planner: Mark Middlemas Exposure: Posters


Maestro has declared war on cash in its first campaign by McCann Erickson. The outdoor work positions the Maestro debit card as "the new cash".

Ten executions illustrate how Maestro is the payment method of the future and the modern-day replacement for cash. One poster features metallic text on a black background that reads: "Cash is so last millennium." Another declares: "Cash stinks" and a third states: "There's a reason why machines spit out coins."

The campaign launches on 27 March and will dominate the rail network, covering 585 stations nationwide.

In 2005, according to Apacs, the UK payments association, the £273 billion spent on plastic cards outstripped cash spending for the first time.

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