The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Coca Cola - What goes around
Project: What goes around
Client: Cathryn Sleight, marketing director, The Coca-Cola Company
Brief: Bring to life Coke's values of uplifiting refreshment, universal
connection and optimism in a unique and inspiring way
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Vizeum
Media planner: Matthew Hook
Production company: Nexus Productions
Director: Nagi Noda
Editor: Ben Stephens, The Whitehouse
Post-production: The Moving Picture Company
Audio post-production: Factory
Exposure: National TV, cinema


Mother's new ad for Coca-Cola features the kind of world Coke drinkers live in - painted as a colourful, positive place, where random acts of kindness always come back to reward do-gooders.

The 100-second ad is set to a song composed specially by Jack White from the White Stripes. It is directed by Nagi Noda and emulates the style she used in her D&AD Award-winning music video for the Japanese singer Yuki.

Its star is a girl in a bright red dress who loses her pet bird. With each step she takes as she runs out of her house, she is replicated until there is a string of red-dressed girls, each clutching a bottle of Coke.

As she goes outside, she bumps into a guy, to whom she kindly hands her Coke. The camera then follows him as he is cloned in his travels across the Coke world, meeting a little boy who, in turn, is followed as he bumps into a man who looks like a hippy.

The ad ends with the red-dressed girl, whose act of kindness comes back to her as she meets up with her lost bird. The final scene shows all the characters and their trail of clones. The endline reads: "The Coke side of life."

Coke only plans to air the 100-second ad once in the UK, but it is available for viewing for a limited time at

Project: Solutions
Client: David Wheldon, global director, brand and customer experience,
Brief: Normalise mobile working as part of the "make the most of now"
Creative agency: Bartle Bogle Hegarty
Writers: Nick Gill, Ewan Paterson
Art directors: Nick Gill, Ewan Paterson
Planner: Sarah Watson
Media agency: OMD UK
Media planner: Matt Wigham
Production company: Blink
Director: Dougal Wilson
Editor: Tom Harding, The Moving Picture Company
Post-production: The Moving Picture Company
Audio post-production: Wave
Exposure: Global TV


An office desk and a table football game weirdly come to life for a vicious stand-off in Vodafone's new TV ad.

The work, by Bartle Bogle Hegarty, targets the business community and aims to show how Vodafone's mobile office solutions enable customers to work whenever and wherever they want.

The ad brings Vodafone's business services to life with a fight between the desk and table football game, which symbolise work and home. They crash, roll, wrestle and tumble off the edge of a cliff. Then they slowly pick themselves up and reconcile. The football table turns the desk's light back on. The desk flicks the football table back its ball. As the ad ends, they gallop off into the sunset together as friends.

The voiceover concludes: "Make the most of now."

Project: The other side
Client: n/s
Brief: Launch the new Nokia 3250 music phone, globally
Creative agency: Grey London
Writers: Raf Donato, Graham Painter
Art directors: Raf Donato, Graham Painter
Planner: Tanja Zeeh
Media agency: MediaCom
Media planner: Cerys Lott
Production company: Academy Films
Directors: Si Atkinson, Ad Townley
Editor: Joe Guest, Final Cut
Post-production: The Mill
Audio post-production: Wave
Exposure: TV, cinema, print, outdoor


Grey London has created a campaign for the launch of the Nokia 3250, Nokia's new twisty music phone.

The phone has a 180-degree twist function that allows users to easily switch between a mobile phone keypad, camera function and music keys.

Entitled "the other side", the ad is essentially a music video, featuring a new track by the Audio Bullys, Rock till I'm Rollin. The ad opens on a group of friends sitting on a sofa. As one of them twists his Nokia 3250, they are transported to a musical world. The camera shots twist, mirroring the motion of the phone. The ad ends with the line: "Nokia 3250. A new angle on music."

Nokia has a 35 per cent share of worldwide handset sales, with 82 million phones sold.

Project: Have a word
Client: Ysabel Vazquez, advertising manager, Mini UK
Brief: Create a viral campaign for Mini to tie in with the launch of the
new Mini Cooper S JCW GP Kit
Creative agency: glue London
Writers: Sally Skinner, Dave Martin
Art directors: Sally Skinner, Dave Martin
Planner: Jerome Courtial
Designer: Leon Ostle
Production company: Idiotlamp
Director: Jim Field-Smith
Editors: Simon Cam, Matt Collett, glue London
Exposure: Viral


Mini's first viral marketing campaign is based around the idea that the rise of metrosexuality means that most men are no longer man enough to drive a Mini Cooper.

Users can send messages to their friends by going to, where they fill in a form with details about friends who they think are showing unmanly tendencies. Their friend then receives an e-mail directing them to the site, where they see a video of a Cockney hard man who tells them exactly why they aren't man enough to touch the Mini they see driving across their screen.

By filming hundreds of phrases, all of which relate to the answers given on the form, each video can be tailored to the individual who receives it.

Project: Greatest writers
Client: Katie Vanneck, marketing director, Telegraph Group
Brief: This summer, The Daily Telegraph's sports section is packed with
even more world-class sporting opinion
Creative agency: Clemmow Hornby Inge
Writer: Simon Hipwell
Art director: Matt Pam
Planner: Ben Southgate
Media agency: Universal McCann
Media planner: Majella Collins, Naked Inside
Retouching: Tag
Typography: Dan Todd
Exposure: London posters


The faces of the Daily Telegraph columnists Des Lynam, Geoff Boycott and Colin Montgomerie have been superimposed on to images of some of Britain's most famous authors in a campaign to publicise the quality and breadth of the paper's sports coverage this summer.

Posters, Tube cards, escalator panels and print ads by Clemmow Hornby Inge feature Lynam as William Shakespeare, Boycott as Charles Dickens and Montgomerie as Samuel Pepys. More writers will be introduced later in the campaign. Hall Moore CHI has developed a direct and digital campaign involving online ads, a viral, point-of-sale material and sampling.

The Daily Telegraph is the leading daily in the quality market with a circulation of 901,491 copies.

Project: Local e-Gov take-up
Client: Office of the Deputy Prime Minister
Brief: Increase take-up of local council services that are now available
Creative agency: Euro RSCG London
Writer: Sam Richards
Art director: Phil Beaumont
Planner: Andrew Crosthwaite
Media agency: Carat
Media planners: Emma Sheeham, Graeme Douglas
Photographer: David Harriman
Photographer's agency: Mark Gibson
Exposure: National press, posters


Euro RSCG London has developed a £3.5 million press and poster campaign to promote the range of local council services that are now available online.

One ad features a sofa dumped in the middle of a muddy field. The sofa is framed by a picture of a computer screen. Underneath runs the line: "How do I get this removed?" At the top of the ad is a drop-down box that lists council services from libraries to garden waste.

A second ad features a burnt-out car and the line: "How do I report this?" A third asks: "How do I get this fixed?" with a computer-framed picture of a broken street light. Each ad runs with the strapline: "Connect to your council."

Project: Iconvertible
Client: Louise Tant, direct marketing campaigns manager, Saab GB
Brief: Launch the Saab 9-3 Convertible Cerulean, Saab's 20th anniversary
special edition model
Creative agency: Draft London
Writer: Kevin Mills
Art director: Carl Knapper
Planner: Matthew Hunt
Media agency: Initiative
Media planner: Doug Chisolm
Exposure: 30,000 existing customers and prospects who have shown an
interest in this model


Saab's 9-3 convertible cabriolet is compared to iconic designs such as the Fender Stratocaster, the Roberts radio and a Philippe Starck lemon squeezer in a direct marketing campaign by Draft London.

The work, which positions the car as an "iconvertible" (an icon and a convertible), launches a special 20th anniversary edition of the car.

A direct mail campaign, which is being sent to 30,000 existing customers and prospects, features a picture of the car with the text: "Twenty years in the making."

Saab achieved a 1.27 per cent share of the UK's new-car market last year, its highest since the Swedish car manufacturer arrived in 1960.

Project: White out of red
Client: Jacqui Kean, global brand marketing manager, The Economist
Brief: Reinforce the relationship between current readers and the
Economist brand, and draw in new readers
Creative agency: Abbott Mead Vickers BBDO
Writer: Paul Brazier
Art director: Paul Brazier
Planners: Clare Hutchinson, Clare Townshill
Media agency: Kinetic
Media planner: Paul Gummer Associates
Typographers: John Tisdall, Nils Leonard
Exposure: Posters in London and the South-East


Abbott Mead Vickers BBDO has unveiled its first poster execution in The Economist's spring brand campaign.

Called "white out of red", the ad aims to reinforce the relationship between current readers and the Economist brand as well as to draw in new readers.

The 3-D poster plays on the phrase "white-collar worker" and features a pristine white collar protruding from the top of the poster. The text reads: "Makes white collars brighter."

The campaign is due to run in London and the South-East for a month.

Printed in five countries and published on the internet, The Economist now has a worldwide circulation of 1,096,154 copies.

Project: Road tax evasion 2006
Clients: Jeff Mumford, head of compliance, DVLA; Yvonne Ridley, account
director, COI
Brief: Make people realise that if you don't pay your road tax on time,
a penalty is inevitable
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard Holmes
Art director: Remco Graham
Media agency: Starcom Mediavest
Exposure: National TV


A driver who hasn't paid his road tax is stalked by a sinister government machine in Delaney Lund Knox Warren & Partners' £5 million campaign for the DVLA.

The 40-second ad opens with a man walking to his car. He spots the DVLA computer lurking behind a pillar. As he drives home, the machine follows him. When the man pulls into his drive, he breathes a sigh of relief. But the voiceover says: "There's no escape." The camera reveals that the machine is in the car with him, on the back seat. "Pay your car tax" is the unequivocal message.