The Work: New Campaigns - UK

Project: New stars
Client: Steve Griffiths, head of marketing, Halifax Bank of Scotland
Brief: Launch the bank's new high-interest current account
Creative agency: Delaney Lund Knox Warren & Partners
Writers: Martin Cox
Art directors: Richard Lovell
Planner: Fern Miller
Media agency: Vizeum
Media planner: Andrew Slinger
Production company: Joy RSA
Director: Medhi
Editor: Leo King, Cut & Run
Post-production: The Mill
Audio post-production: Grand Central
Exposure: National TV


Howard is back. And this time he has brought five colleagues with him.

The latest Halifax ad resurrects the bespectacled singer and introduces more actual employees covering Nu Flow by Big Brovas.

The execution has been created to promote the launch of the bank's new high-interest current account that pays 5 per cent gross interest, which is the best rate available on the high street.

The new singers, who are from all over the country, are: Andrew Chapman, from London; Bernadette MacMillan, from Edinburgh; Gary Griffin, from Bolton; Ophelia Leung, from Halifax and Scot Carrick, from Dumfries.

Halifax holds an 8 per cent share of the current account market. It sits in fifth place behind HSBC and Barclays, which both have 13 per cent, NatWest with 14 per cent and Lloyds TSB with 17 per cent.

118 118 - WEATHER
Project: Weather
Client: Catherine Boyd, senior marketing manager,
Brief: The Number 118 118 is sponsoring ITV's weekend weather, with new
bespoke idents for its online service,
Creative agency: WCRS
Writer: David Cornmell
Art director: Jane Briers
Planner: Cameron Saunders
Media agency: OMD
Media planner: n/s
Production company: n/s
Director: Tim Kirby
Exposure: ITV in London


The Number 118 118 is now sponsoring the ITV London weekend weather and WCRS has created 22 idents for the £1 million campaign. The ads feature the 118 118 characters, who are this time taking on the role of weathermen/tour guides.

In each ad, the boys give viewers suggestions of what they can do at the weekend to match the weather, such as flying a kite if it's windy. In each ad, the pair are superimposed on to a different background to match the suggestion.

The strapline is: "For whatever, whenever, in all weather."

Project: Softening your world
Client: Danielle Bibas, marketing director, Fairy
Brief: Fairy softens your world
Creative agency: Leo Burnett
Writer: Dave Beverley
Art director: Dave Beverley
Planner: Becky Barry
Media agency: ZenithOptimedia
Media planner: Edward Higgin
Production company: Partizan
Director: Brand New School
Editor: Brand New School
Post-production: Brand New School, Framestore CFC
Audio post-production: Scramble Sound
Exposure: National TV


Leo Burnett's new ad for Fairy Non-bio features the brand's baby icon, Bizzie, in a mixture of live action and animation. The campaign is designed to show how Fairy can transform hard, spiky objects into soft, fluffy stuff.

The spot begins with a toddler and his mother entering a fantasy world. They are joined by Bizzie, who leads them on a magical journey, while saving them from potential danger by softening the ground, turning hedgehogs' spikes into fluffy fur and snails' shells into balls of wool.

The ad is backed by press, poster, online and experiential marketing at events and baby shows.

Project: Studio Artois
Client: Kevin McQuillan, sponsorship manager, Stella Artois, InBev
Brief: Develop and launch a new film platform for Stella Artois
Creative agencies: Draft London, Exposure
Writers: Kevin Mills, Svati Singh
Art directors: Karl Knapper, Helen Wallace, John Lloyd
Planner: Brian Dargan
Designer: John Lloyd
Exposure: Experiential, PR, digital, outdoor, online

THE LOWDOWN Draft London and Exposure have created an integrated campaign, entitled "Studio Artois", to support the lager brand's two-day outdoor film festival.

Stella Artois Live will be held in Greenwich Park, South London, from 22 to 23 July, screening the films Kill Bill and Ferris Bueller's Day Off.

The campaign aims to develop the brand's long-standing association with film events as well as offering information and advice for budding directors. Advertising for the campaign comprises a viral and outdoor executions as well as a website created by Draft.

The site features information on the weekend's line-up and the opportunity to buy tickets for the event.

Project: New York
Client: Breda Bubear, head of advertising and promotions, Virgin
Brief: Celebrate the flagship New York route for Virgin Atlantic
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Ben Hartman
Art director: Neil Durber
Planner: David Golding
Media agency: Manning Gottlieb OMD
Media planner: Andrew Mortimer
Illustrator: Benjamin Wachenge, Central Illustration Agency
Exposure: National press, posters, outdoor


Virgin Atlantic has launched a press and outdoor campaign to promote its Upper Class service to New York. The campaign coincides with the 22nd anniversary of Virgin Atlantic's inaugural flight to the Big Apple.

Created by Rainey Kelly Campbell Roalfe/Y&R, the campaign, entitled "the only way to fly NY", comprises three executions featuring the Statue of Liberty. One ad features the statue slipping into a Virgin Atlantic limousine on her way to the airport, another shows her sipping a cocktail in the Virgin Atlantic clubhouse, and in the final ad she is seen sleeping in one of the Upper Class flatbeds.

In 2005, more than four million people flew with Virgin Atlantic and the airline reported operating profits of more than £150 million.

Project: Naughty
Client: n/s
Creative agency: Abbott Mead Vickers BBDO
Brief: Highlight that Maltesers contain fewer than 190 calories per bag
Writer: Mary Wear
Art director: Mary Wear
Planner: Caroline Wainhouse
Media agency: MediaCom
Media planner: Andy Walsh
Production company: Sneezing Tree
Director: Victoria Pile
Editor: Sam Sneade, Speade
Exposure: National TV


To inject a humorous feel into the Maltesers brand, Abbott Mead Vickers BBDO has enlisted the help of the British comedy writer Victoria Pile.

The new ad aims to show that because each bag of Maltesers contains fewer than 190 calories, there is no need to feel naughty for eating one, but that some women secretly enjoy that feeling.

The execution begins with two ladies sitting in an office sharing a bag of Maltesers. When one of the women finds out how few calories the sweets contain, she realises she needs to get her naughty rush in a different way and flashes her boobs to a man walking past the office.

Pile has written for comedy programmes including Spitting Image and Not the Nine O'Clock News. She also directs the hospital-based comedy Green Wing. In 2005, sales of Maltesers reached £127 million.

Project: You're better off by bike
Client: Nigel Hanlon, group marcomms manager, Transport for London
Brief: Promote cycling in the summer
Creative agency: M&C Saatchi
Writers: Tiger Savage, Joe Miller
Art directors: Tiger Savage, Joe Miller
Planners: Verra Budimlija, Rohini Varughese
Media agency: Mediaedge: cia
Photographers: Isabelle Bonjean ("flower bike"), Jonathan Kitchen
("London landscape")
Exposure: Posters in London


M&C Saatchi has created two posters for a £1 million campaign for Transport for London to persuade Londoners to ride their bicycles.

The posters, which continue the long-running "you're better off by bike" theme, are an attempt by the government office to reduce emissions and free up the capital's roads.

The first execution shows a bike made up entirely of flowers with the line: "Summer's here."

The second ad is a mock-up of the London skyline with bike parts in place of the buildings. There is a bike saddle where the Gherkin would be, a bike wheel representing the London Eye and a bicycle-pump adaptor symbolising the BT Tower.

Project: Welcome to our place
Client: Pat Venning, head of marketing, wines, Pernod Ricard UK
Brief: Come and experience Jacob's Creek
Creative agency: Dare
Writer: n/s
Art director: Emily Gardiner
Planner: Nick Emmel
Designers: Dan Vaughan, David Boleas
Producer: Phil Wright
Exposure: Online


Jacob's Creek has launched a new experiential website,, designed for the UK market.

Produced by Dare, the campaign has been created to differentiate Jacob's Creek from the rest of the crowded New World wine market, and to highlight the wine's provenance and authenticity. The site is an interactive version of the real Jacob's Creek vineyard in Australia.

A series of rich-media banner ads aims to drive traffic to the site. "Tilt" shows a vineyard landscape that literally pours its contents into a wine glass contained in a separate skyscraper.

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