The Work: New campaigns - UK

Coca-Cola - Happiness factory
Project: Happiness factory
Clients: David Robertson, vice-president, corporate advertising; Esther
Lee, senior vice-president and chief creative officer, Coca-Cola
Brief: Romance Coke - dramatise Coke as "happiness in a bottle"
Creative agency: Wieden & Kennedy Amsterdam
Writers: Rick Condos, Hunter Hindman
Art directors: Rick Condos, Hunter Hindman
Planners: Dave Cobban, Laurence Horner
Media agencies: Varies according to market
Production company: Psyop
Directors: Todd Mueller, Kylie Matulick
Editor: Psyop
Post-production: Psyop
Audio post-production: Audio Engine (New York)
Exposure: Global TV
Wieden & Kennedy Amsterdam's new Coke ad introduces an animated world of
happiness in which the fizzy drink is concocted.

The Coke land, which is as fantastical as the one in Wieden & Kennedy's
"grrr" ad, is found inside a drink's vending machine.

The 60-second spot begins with a man putting his money into the machine.
This starts off a chain of events leading to the creation of a bottle of
Coke. An array of imaginary creatures all play their part in the recipe,
including a cluster of small smiley faces that attach themselves to the
bottle to provide the happiness that goes into every drink.

At one stage, the bottle is taken through an icy area full of snowmen
and penguins in order to chill it. On its way out of the "happiness
factory", it travels down a conveyor belt as fireworks explode and a
band plays.

The ad ends with the Coke popping out of the machine and the man picking
it up with a slightly bemused look.

The ad is part of the Coke "side of life" campaign and it will air

Coke remains the world's most valuable brand at $67.5 billion,
ahead of Microsoft, according to the Interbrand consultancy.

Project: Paradise found
Client: Stephen White, innovation marketing manager, Diageo
Brief: Launch Quinn's and demonstrate it is an innovation of alcohol
made entirely from fruit
Creative agency: Mother
Writer: Mother
Art directors: Mother
Planner: Mother
Media agency: Carat
Media planner: Lucy Wilkins
Production company: 1st Avenue Machine
Director: Arvind Palep
Editor: Eric Bruggemann
Post-production: The Moving Picture Company
Audio post-production Factory
Exposure: National TV, cinema, online


Mother has created a magical world populated by lush and lively vegetation in its first advertising for the Diageo brand Quinn's.

The 60-second TV spot, called "paradise found", opens in a lush rainforest where computer-generated flowers grow from a branch and produce the fruit-based alcoholic drink. They then drip it into the open petals of strange tropical flowers on the forest floor.

The ad cost £650,000 to produce and is the spearhead of an £8.5 million marketing campaign for the drink. Diageo hopes it will "revolutionise the 5pm to 8pm drinks occasion".

Quinn's is produced solely from fermented fruit. Flavour variants include mango and passion fruit and raspberry and blueberry.

Project: Fairyconomy
Client: Nathan Homer, Fairy brand manager, Procter & Gamble
Brief: Highlight the cost-effectiveness of Fairy against other brands
Creative agency: Grey London
Writer: Louise Roberts
Art directors: Chris Sainsbury
Planner: Sylvia Meli
Media agency: ZenithOptimedia
Media planner: Tony Robinson
Production company: Rokkit
Director: Mark Gilbert
Editor: John Mayes, Marshall Street Editors
Post-production: The Mill
Audio post-production: Jungle
Exposure: National TV, print, outdoor


Grey London has created a new campaign for Fairy washing-up liquid, called Fairyconomy. It is the first time in three years that the brand has used a new advertising strategy.

The campaign targets cheaper washing-up liquid variants by highlighting the "squirt for squirt" value for money that Fairy offers in comparison.

The execution begins with a man who is just about to rob a bank pulling a pair of stockings over his face. The voiceover says "bargain tights, 45p" and the price flashes up on the screen. He enters the bank and as he instructs the cashier to "hurry up", the cheap tights rip, exposing his face.

The words "false economy" appear on the screen. The ad cuts to a man with a broken arm watching his wife washing the dishes with Fairy. The strapline reads: "Fairyconomy."

Project: Dream Numbers
Client: Alisa McKnight, controller of brand marketing and e-commerce,
Brief: Launch the new game from the National Lottery - Dream Number
Creative agency: Abbott Mead Vickers BBDO
Writer: Ian Heartfield
Art directors: Matt Doman
Planners: Ashley Alsup, Davey Spens
Media agency: Media Planning Group
Media planner: Katie Chorlton
Production company: Outsider
Director: Steve Hudson
Editor: Bill Smedley, The Work
Post-production: Framestore CFC
Audio post-production: Jungle
Exposure: National TV


Camelot has launched another National Lottery game called Dream Numbers.

Replacing Lotto Extra, the game has smaller prizes, ranging from £2 to £500,000, and gives players a better chance of winning.

As part of a £1.5 million launch campaign, Abbott Mead Vickers BBDO has created a spot that aims to highlight how much easier it is to win.

The execution starts with a man putting the net up between a set of gigantic football goalposts. It then cuts to a bowling alley, where a woman rolls a massive ball down the lane. The spot ends with a man playing a "test your strength" fairground game with the bell set at waist height. A voiceover says: "Winning just got easier."

In May, Camelot announced ticket sales for 2005/6 had risen by £246 million to £5.01 billion, an increase of 5.2 per cent.

Project: Innocent recipe
Client: Charlotte Rawlins, head of communications, Innocent
Brief: Convey the purity of Innocent smoothies and the core brand values
Creative agency: Lowe London
Writer: Ed Morris
Art directors: Ed Morris
Planners: Ruairi Curran, Aparna Pirimal
Media agency: Rocket
Media planner: Ben Harrison
Production company: HLA
Director: Simon Ratigan
Editor: Tim Fulford, Cut & Run
Post-production: The Mill
Audio post-production Zoo
Exposure: National TV, press, posters


Lowe London is unveiling its first TV campaign for Innocent since winning the account last autumn.

The summer-long campaign, which has been created by Lowe's executive creative director, Ed Morris, explains both literally and metaphorically what goes into an Innocent smoothie.

The words "how to make an Innocent smoothie" flash up at the beginning of the ad. The ad then takes the viewer through the recipe, which includes squeezing clouds over strawberries. It points out that sugar and other chemicals are not involved anywhere.

The campaign also uses press and poster executions. All use the strapline: "Nothing but nothing but fruit."

As the smoothie market continues to grow, Innocent, which was established six years ago, is expanding at a rate of 150 per cent per year.

Project: Another world
Client: Dominic Chambers, head of brand and marketing communications,
Vodafone UK
Brief: Launch Vodafone's free weekend calls and texts offer for pay as
you talk customers
Creative agency: JWT London
Writer: Kevin Baldwin
Art directors: Mick Brigdale
Planner: Simon McCarthy
Media agency: OMD
Media planner: Ben Johnson
Production company: Partizan
Director: Mattias Hoene
Editor: Alex Hagan, Final Cut
Post-production: The Mill
Exposure: National TV


Vodafone's new ad, "another world", aims to inspire its callers by showing them the types of places phone conversations can take them.

The ad, created by JWT London, promotes Vodafone's new free weekends plan, which rewards its pay as you talk customers with free texts and calling minutes.

The TV spot combines live action with animation. It follows a young woman as she travels through various fantastical landscapes, each of which reflects the type of conversation she is having. In one conversation with her boyfriend, both are flying above a bright, colourful world.

Vodafone has introduced its new tariff in response to T-Mobile's Flext rate. This allows its pay as you go customers to choose bundles of calls and texts to suit them each month.

Project: Marketing cluster mailer
Client: Tyron Hayes, marketing associate, London Business School
Brief: Look at things with fresh eyes
Creative agency: Tequila\London
Writer: James Sexton
Art directors: Jaime Nunez
Planner: Michael Chadwick
Photographer: Jamie Sadd
Exposure: 5,000 senior marketing executives


London Business School has created a direct mailer aimed at 5,000 worldwide senior marketing executives, which dares them to seek a fresh perspective on their business challenges.

Developed by Tequila\London, the envelope-shaped mailer tells recipients how difficult it is to gain new insights when you are stuck in the same daily routine. To illustrate this, the mailer pops open to reveal a bland, box-like office cubicle. Pinned to the inside of the cubicle are sheets of paper that read: "It's hard to find inspiration within the office walls."

Inside the mailer, recipients are offered the opportunity to request further information on London Business School's courses by filling in the reply card or by visiting

Project: Campaign to end fistula
Client: Kristin Hetle, chief communications officer, UNFPA
Brief: Break the silence that surrounds fistula, raising awareness and
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Nick Strada
Art directors: Greg Mitchell
Production company: Hungry Man
Director: Owen Harris
Exposure: National TV


Rainey Kelly Campbell Roalfe/Y&R has launched a campaign aiming to raise awareness of the practically unknown medical condition obstetric fistula.

As well as highlighting the condition, the ads, which include TV and poster work, aim to raise awareness in the press, which has largely ignored the issue. The TV ad features people talking about obstetric fistula, but using a series of euphemisms to describe the condition while the real words flash up on the screen.