The Work: New Campaigns - UK

Project: Billions
Clients: Karen Hamilton, regional category vice-president, deodorants,
Europe; Carlos Gil, global brand director, Axe
Brief: Spray more, get more
Creative agency: Bartle Bogle Hegarty
Writers: Adrian Rossi, Alex Grieve
Art directors: Adrian Rossi, Alex Grieve
Planner: Jonathan Bottomley
Media agency: MindShare
Production company: MJZ
Director: Fredrik Bond
Editor: Andrea McArthur, Peepshow
Post-production: The Mill
Audio post-production: 750mph
Exposure: International TV


Lynx is aiming to draw British men's attention away from football and beer for 60 seconds with a film full of babes in bikinis.

Called "billions", the new spot from Bartle Bogle Hegarty continues Lynx's "spray more, get more" strategy and celebrates the 60th anniversary of the bikini.

The ad opens on a number of bikini-clad women emerging from a forest. A stunning brunette has caught the scent of something she likes and jumps over logs and dodges low branches in order to chase it down. She's followed by thousands of similarly clad women. Girls also follow a blonde running up a mountainside and a raven-haired beauty emerging from the sea, also in search of the alluring scent.

As the 110,000 real and computer-generated women near the beach, the competition grows fiercer, with women pushing each other to the ground and trampling over those who have fallen.

The ad ends on a shot of a man spraying himself all over with two cans of Lynx body spray.

Project: Leisure fares campaign
Client: Adrian Parkes, commercial director, bmi
Brief: Promote the benefits of flying from Heathrow, from only £25
one way including taxes
Creative agency: Euro RSCG London
Writer: George Leaney
Art director: Ben Parton
Planner: Alice Schaffer
Media agency: PHD
Media planner: Alison Gibbs
Exposure: National press, posters


Bmi has launched a brand campaign created by Euro RSCG London to promote the airline's new cheap fares.

Running with the line "serious airline, silly fares", the press and poster campaign aims to communicate both the airline's low fares and the fact that it flies out of Heathrow, where it is the second-largest airline after British Airways.

A series of executions use recognisable airline signage to deliver the messages and the fare prices appear on airport furniture such as airport trolleys and gate-number signs.

In its most recent figures for the year ending 31 December 2005, bmi reported a 4.7 per cent increase in turnover to £869 million. The airline carries 10.5 million passengers on its fleet of 60 aircraft each year.

Project: Rediscover your senses
Client: Heidi Cartledge, marketing communications manager, Volkswagen
Brief: Launch the Eos
Creative agency: DDB London
Writer: Simon Veksner
Art director: Nick Allsop
Planner: Alex Huzzey
Media agency: MediaCom
Media planner: James Thomas
Production company: Blink
Director: Blue Source (Rob Leggatt and Leigh Marling)
Editor: Joe Guest, Final Cut
Post-production: The Moving Picture Company
Audio post-production: Clearcut
Exposure: National TV, cinema, press


DDB London is inviting drivers to rediscover their senses with the launch of Volkswagen's new convertible.

The £2.5 million campaign for the new coupe cabriolet, the Eos, aims to bring to life the way your senses are heightened to the outside world when you drive with the roof down.

In the TV ad, a couple are shown driving through the countryside and through a town. All the sounds and scents of the surroundings, which drivers in a normal car wouldn't notice, are symbolised by enormous objects. For example, there's a huge barbecue in someone's garden, an enormous coffee pot outside a restaurant, a mountain of fresh grass and a giant wind chime.

The campaign is supported by online advertising, including a microsite developed by Tribal DDB.

Project: Palmistry viral
Client: Hani Dabbagh, personal systems group, EMEA marketing
communications, HP
Brief: n/s
Agency: Modem Media
Writer: Joel Uden
Art director: Neil Barrie
Designer: Gerry Levens
Technology lead: David Clarke
Developers: Chris Houston, Nuala Monaghan
Exposure: Viral


HP has launched a viral in support of its ongoing brand campaign for its PCs and workstations division.

Building on the idea that your computer is integral to your daily life and therefore knows everything about you, the viral purports to be an online palm-reading service.

The idea is for people to e-mail a friend encouraging them to try palm-reading via a link to the homepage When they click on the link, they are asked to place their hand on the computer screen so their computer can read their palm. The reading reveals some very personal information about them based (unbeknown to the reader) on information filled in by their friend.

The viral, which has been developed in five languages, will run globally.

Project: 101 it
Client: Barry Mortimer, senior strategic communications manager, Home
Brief: Launch the new non-emergency phone number in five pilot regions
and explain its remit
Creative agency: M&C Saatchi
Writer: James Lowther
Art director: Bill Gallaher
Planner: Bridget McCann
Media agencies: Mediaedge: cia, COI
Media planner: Verica Djurdjevic
Photographer: Alastair Thain
Exposure: Six-sheets, bus posters, regional press, Post Office and
doctor's surgery TV, ATM screen ads


The Home Office is launching a non-emergency phone number as an alternative to 999, and M&C Saatchi has created the first ads to raise public awareness.

The £1.25 million outdoor campaign will run in five pilot areas initially: Hampshire and Isle of Wight, Cardiff, Sheffield, Leicester City and Rutland, Northumberland and Tyne and Wear. It will be rolled out to the rest of the UK later in the year.

The posters explain the new service's remit, which include anti-social behaviour and graffiti, and is designed to ease pressure on the 999 service. The Labour MP Hazel Blears said ten million 999 calls were made in 2004, of which 70 per cent were not emergencies.

Project: Virgin Casino
Client: Ross Sleight, marketing director, Virgin Games
Brief: Dramatise Virgin's approach to online gambling through online
Creative agency: Lean Mean Fighting Machine
Writers: Sam Ball, Dave Bedwood
Art directors: Sam Ball, Dave Bedwood, Mark Beacock
Planner: Tom Bazeley
Programmer: Jonas Persson
Media agency: Manning Gottlieb OMD
Media planner: Gen Kobayashi
Production company: Idiotlamp
Director: Jim Field-Smith
Exposure: Online


To promote Virgin's online casino, Lean Mean Fighting Machine has moved away from the standard glitz and promise of wild riches and used comedy instead.

Using a group of comics from The Netherlands - the Dutch Elm Conservetoire - a set of films, contained in banner ads, show absurd interpretations of casino words, such as "stand", "higher" and "twist".

In "hit", all five members of the group stand in a line with deadpan faces. After a couple of seconds, one of them hits another round the back of the head. In "spin", one of the members uses a broom to spin around and around at great speed.

Each ad is triggered by clicking on each word.

Project: Business Advance
Client: James Kipling, campaign manager, Orange Business Services
Brief: The new, simple business tariff from Orange
Creative agency: Craik Jones Watson Mitchell Voelkel
Writers: Patrick Hickey, Jonathan Bedford
Art director: Andy Mawson
Planner: Caroline Taylor
Exposure: Direct mail to business customers


To promote Orange's new business tariff, Craik Jones Watson Mitchell Voelkel has created a direct marketing campaign that uses the idea of a paper-clip to show how straightforward it is.

The mailing comes as a plain folded brochure with a cut-out window that displays a paper-clip. Underneath, the copy reads: "All great ideas are amazingly simple." It opens up to reveal an orange page with the name of the service, Business Advance, in white lettering. The copy reads: "It helps you work the way you want. What could be simpler?" Inside, text describes how one monthly payment covers all the services it provides. The charge changes to suit business demands to ensure they only pay for what they need.

Project: Love your bike
Client: Friends of the Earth
Brief: Encourage people out of their cars and on to their bikes, without
a sermon on the environment, by using a more sexy and fun approach to
the benefits of cycling
Creative agency: Chief
Writer: Rick Ward
Art director: Mark Ingham
Planner: Chris Dessent
Media agency: Creative Concern
Production company: Chief
Director: Ben Tonge
Exposure: Viral


A man with a perverse attraction to his bike is the theme in a series of viral films for Friends of the Earth to coincide with National Cycling Week (17 to 25 June).

Created by the Manchester-based production company Chief, the virals depict a man who takes his love for his bike too far. In one, the man's wife returns home to find him naked, in a compromising position with his bicycle.

Each films ends with the website,, which has tips on everything from environmental and health benefits to cycle routes. Travelling by bike for one-third of all short journeys would cut national heart disease rates by 5 per cent to 10 per cent, the site claims.

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