The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - MILLETS - SPRING CAMPAIGN Project: Spring campaign Client: David Robey, commercial director, Millets Brief: Encourage the core Millets audience into stores during spring Creative agency: Miles Calcraft Briginshaw Duffy Writer: Richard Stoney Art director: Dave Hobbs Planner: Andy Nairn Media agency: Starcom Media planner: Des Bateman Typographer: Kylie McLean Photographer: Liam Kennedy Exposure: National press main sections and weekly supplements


The outdoor goods retailer Millets is following last year's summer campaign with a burst of spring activity aimed at increasing footfall into stores.

Each of the ads, created by Miles Calcraft Briginshaw Duffy, focuses on a different product from its range in an attempt to entice its core audience into stores at Easter.

The first shows a child in a camouflage outfit blending into a camouflage background, so only his face is showing. The copy reads: "Millets believe children should be heard and not seen." Another execution shows a floral print tent wrapped like a bouquet of flowers. The copy reads: "Fresh in. New Cath Kidston floral tent. Only £69.99." A third execution features an illustration of four cagoules, each with a different design on it. The copy reads: "If you go down to the woods today you're sure of a big surprise. Fun, fully waterproof kags, macs and ponchos. Great value from £14.99."

Blacks Leisure Group, which owns Millets, is redesigining its 270 UK Millets stores this year to attract a broader range of customers.

SKY SPORTS - FREDDIE FLINTOFF Project: Freddie Flintoff Client: Paul Ridsdale, Sky Sports marketing controller, BSkyB Brief: Reignite excitement around the new golden era of English cricket Creative agency: United London Writer: Robert Campbell Art director: Steve Turner Planner: William Hodge Media agency: MediaCom Media planner: Sean Betts Photographer: James Dimmock Typographer: Peter Willment Exposure: National outdoor, press, online, on-air, ambient


Sky Sports has launched an integrated campaign that aims to get people excited about its exclusive TV coverage of the England cricket Test series. The campaign, developed by United London, runs nationally for four weeks and spans outdoor, press, online and ambient.

A press and outdoor campaign is comprised of a series of shots of the England cricket hero Andrew "Freddie" Flintoff. The ads feature Flintoff in a set of proud poses presenting him as the ambassador of the current England team and an expression of the new golden era of English cricket. Each ad carries the line: "Every Test live. Sky Sports."

Through-the-line work also includes building wraps and activity at all main cricket Test grounds.

GLENFIDDICH - SPECIAL RESERVE Project: Special Reserve Client: Nick Williamson, senior brand manager, Glenfiddich, William Grant & Sons Brief: Capture the hearts and minds of Oddbins store managers Creative agency: Presky Maves Writers: Stuart Woodington, Gareth Lloyd Art director: Phil Bird Planner: Peter Worster Exposure: Oddbins managers UK-wide, plus their customers through advocacy


Glenfiddich is attempting to increase sales of its 12-year-old Special Reserve whisky at Oddbins with a high-value direct marketing campaign to store managers.

Developed by Presky Maves, the mailer contains a hardback copy of an untitled book, by an unnamed author. The first few pages carry clues about the identity of a whisky, which is contained in an unlabelled bottle held in a carved-out section in the back of the book. Recipients are told they already stock the whisky and are invited to enter a prize draw to win a bottle of the 12-year-old single malt, worth £130, by guessing its identity. Recipients are sent a follow-up mailing containing a cover for the book, which reveals the whisky's identity.

TK MAXX - BIG LABELS, SMALL PRICES Project: Big labels, small prices Clients: Deborah Dolce, marketing director; Katherine Rose, head of marketing, TK Maxx Brief: Raise awareness that TK Maxx offers well-known clothing brands for less Creative agencies: In-house, DFGW Writer: Tami Brown Art directors: Sean Park-Ross, Joanna Perry Planner: Nick Southgate Media agency: Starcom Mediavest Media planner: Luca Margarito Production company: Bikini Films Director: Andy Morahan Post-production: Golden Square Audio post-production: Golden Square Exposure: National TV


The value fashion retailer TK Maxx is making its national TV advertising debut in a TV spot starring people wearing outsized labels on their clothes.

The ad opens with a group of male and female office workers dressed in designer clothes strutting towards the camera in an office corridor. A voiceover announces: "Up to 60 per cent off high-street and designer brands." As the camera pans out and the models' backs are revealed, it becomes apparent that they have giant labels attached to their clothing, carrying the text: "Big labels, small prices." The ad is running for seven weeks from 14 April.

TK Maxx opened its first UK store in 1994. It now has more than 200 outlets in the UK and Republic of Ireland.

TALK TALK - FREE BROADBAND FOREVER LAUNCH Project: Talk Talk free broadband forever launch Client: Tristia Clarke, marketing director, Carphone Warehouse Brief: Launch Talk Talk's "free broadband" offer Creative agency: Clemmow Hornby Inge Writers: Enoch Lam, Manuela Barbosa Art directors: Enoch Lam, Manuela Barbosa Planner: Rebecca Munds Media agency: Matters Media Media planner: Naked Inside Production company: Stink Director: David Frankham Editor: Tim Thornton-Allan, Marshall Street Editors Post-production: The Moving Picture Company Exposure: National TV, online, press, outdoor, direct marketing, in-store


Talk Talk is promoting the launch of its free broadband service with a £7.5 million integrated campaign that continues its "shapes" creative theme.

The centrepiece of the campaign, created by Clemmow Hornby Inge, is a 40-second TV ad. It opens with an overhead shot of a group of people forming the image of a stick figure holding a balloon. As the people move, the balloon appears to float off into a sky adorned with cloth clouds. The words "free forever" appear alongside it.

Subsequent shots include a computer monitor bearing the word "broadband" and synchronised swimmers spelling out the words "free forever". The ad ends with a crowd of people forming the words "Talk Talk".

The ad is supported by online, press, outdoor, direct marketing and in-store activity.

ARMY - EVEREST WEST RIDGE Project: Everest West Ridge Client: Mark Bainbridge, marketing director, Army Recruiting Group Brief: Attract new recruits, highlighting the Army's Everest West Ridge Expedition as an example of the type of non-combat training troops can undertake Creative agency: Publicis Writer: Robin Garton Art director: Alistair Ross Planner: Mike Wade Media agency: ZenithOptimedia Media planner: Adrian Marks Production company: 2AM Director: In-house Exposure: National TV, radio, press, outdoor, online


A team of British soldiers are attempting to become the first Britons to scale Mount Everest via the notoriously difficult West Ridge route.

Their ascent is being filmed and documented. Footage, including a video diary, is being used in a new advertising campaign by Publicis London aimed at attracting new recruits to the Army. Recorded conversations are being turned into radio ads, demonstrating the soldiers' physical and mental exertion.

The film will be used in a documentary that will be shown on TV once the climb has been completed.

The campaign will run across TV, radio, press, outdoor, online and educational communications until the end of May.

SUPER NOODLES - 98 PER CENT FAT FREE LAUNCH Project: 98 per cent fat free Super Noodles To Go launch Client: Jamie Sohosky, category marketing director, snacks and sides, Campbell's Brief: Launch 98 per cent fat free Super Noodles Creative agency: DLKW & Partners Writer: Steve Boswell Art director: Steve Drysdale Planner: Sandya Piyasena Media agency: ZenithOptimedia Media planner: Emma Blake Exposure: Living TV, national press, posters


Fitness-obsessed forks with noodles for hair are being used to promote the launch of Batchelors 98 per cent fat free Super Noodles To Go.

The campaign includes TV idents for Batchelors' sponsorship of The Tyra Banks Show and Charmed on Living TV, featuring five executions. One involves a "Noodlehead" character jogging ahead of a group of women runners. Others feature Noodleheads doing yoga, aerobics, rollerblading and a Swiss ball workout. The spots end with the line: "Are you a super trim Noodlehead?"

THE NUMBER - 118 118 TEAM VIRAL Project: 118 118 team viral Clients: Alex Lewis, marketing director; Catherine Boyd, marketing manager, The Number Brief: Create a viral that gets the 118 118 boys seen, talked about and passed around on the web Creative agency: Meme Writer: Anson Harris Art director: Anson Harris Planner: Faraaz Marghoob Production company: Rogue Director: Nick Jones Editor: Tim Hardy, Cut & Run Post-production: Rushes Audio post-production: Wave Exposure: Internet


The digital agency Meme has created a pastiche of Wieden & Kennedy's Honda "choir" spot to promote the directory service 118 118 The Number online.

The viral campaign features the 118 118 characters taking the place of the choir by creating noises that represent the sound of their A-Team-style van being driven.

The sound of screeching tyres is recreated as one of the characters squeals because his finger is caught in the claws of a lobster. The sound of the van driving through a tunnel is reproduced by the duo making engine noises with their heads in buckets.

The ad ends with a visual of the 118 118 number and the website address

ANDREX - COLOURS Project: Andrex Colours Client: n/s Brief: Launch the updated range of softer Andrex colours Creative agency: JWT London Writer: Jamie Thompson Art director: Roydon Turner Planner: Angela Morris Media agency: MindShare Media planner: Kirsty Fothergill Photographer: Steve Hoskins Exposure: Press, outdoor, colour changing panels


JWT London has developed a print campaign for the Andrex, to launch its new range of softer colours. The campaign features the iconic Andrex Labrador puppy in shades of aqua blue and gentle pink, and the line: "Now in new softer colours."

Ads will run on the back covers of the May, June and July issues of magazines, as well as on poster sites. For one month, special colour-changing Adshel sites will carry versions that alternate between pink and blue.

Andrex has been the leading toilet tissue brand in the UK since 1961. Sales have grown by more than £20 million in the past year to £281 million, according to AC Nielsen.