The Work: New campaigns - UK

ONE TO LOOK OUT FOR - LAND ROVER - GO BEYOND
Project: Go beyond
Client: Julian Whitehead, communications manger, Land Rover
Brief: Bring the "go beyond" brand to life in a brave and unprecedented
way
Creative agencies: Rainey Kelly Campbell Roalfe/Y&R, Harrison Troughton
Wunderman
Writer: Pip Bishop
Art director: Chris Hodgkiss
Planner: David Golding
Media agency: MindShare
Media planner: Dan Matthews
Production company: MJZ
Director: Nicolai Fuglsig
Editor: Russell Icke
Post-production: The Mill
Exposure: All media worldwide

THE LOWDOWN

To develop its "go beyond" brand strategy, Land Rover is launching a web-based global community, made up almost exclusively of user-generated content, where people are encouraged to detail their own adventurous experiences.

Backing the launch of the site is a two-minute film that will be shown in cinemas and then adapted for TV, internet, mobile phones, trade shows and car dealerships.

The ad, narrated by Ewan McGregor and directed by Nicolai Fuglsig, attempts to explain the spirit behind the "go beyond" strategy.

The protagonist, a suited man driving a Land Rover, abandons his office life and travels the world. He sees a boy riding a horse bareback through a field of sheep, which morph into clouds. A drive-thru waitress climbs out of her booth into his car and he visits a South American fire festival.

The ad ends with the shot of an empty seat spinning around as McGregor says: "We can all get to this place. Just pack some courage, spirit, nerve and then go. Go awol. Go amiss. Go off the page. Go beyond."

Designed in partnership by Rainey Kelly Campbell Roalfe/Y&R and Harrison Troughton Wunderman, the site challenges users to create lives outside of the ordinary and detail them by posting blogs, pictures, stories or anything else they want.

COLMAN'S - ENGLISH MUSTARD SQUEEZY LAUNCH
Project: English mustard squeezy launch
Client: Neil Gledhill, marketing manager, Colman's,Unilever
Brief: Promote Colman's squeezy tube to a younger audience
Creative agency: Karmarama
Writers: Will Flack, Rachel Shaughnessy
Art director: Aaron Willmer
Planner: Alison Stewart
Media agency: MindShare
Media planner: Mike Mulholland
Production company: The Paul Weiland Film Company
Director: Trevor Melvin
Exposure: National TV, press

THE LOWDOWN

Karmarama has created the second set of ads in the "meatylicious" Colman's campaign it launched in January this year. The £1 million integrated campaign aims to promote the 190-year-old mustard brand's new squeezy tube.

The 30-second spot opens on the character Jeremiah Cole VIII, at the Colman's estate in Norwich. "Make your meat meatylicious with Colman's new squeezable English mustard," he says. He then dives into a crowd, which chants "squeezy" over and over again.

The ad is backed by three press executions featuring the squeezy Colman's tube. One reads: "A heavy squeeze is very blokey but careful lads it's no less pokey!"

FLORETTE - A TASTE OF ... SALADS LAUNCH
Project: A Taste Of ... salads launch
Clients: Sandy Sewell, commercial director; Elaine Smith, marketing
manager, Florette
Brief: Launch Florette's range of interesting salads, inspired by
recipes from around the world
Creative agency: Hooper Galton
Writers: Trevor de Silva, Jude Healey
Art director: Dave Westland
Planner: Oliver Lewis-Barclay
Media agency: The Media Shop
Media planner: John Alligan
Retouching: Hooper Galton
Exposure: Women's magazines

THE LOWDOWN

Hooper Galton has created a press campaign to launch a new range of salads by Florette.

Called A Taste Of ..., the salads contain mixed leaves, herbs and country-specific sauces, such as green Thai dressing (A Taste of Thailand) and orange vinaigrette (A Taste of Morocco).

Each ad tells a story but gives the reader the opportunity to create their own adventure by leaving gaps in the narrative for them to add their own words.

One execution begins: "As I stood on the balcony, I felt a gentle___caress me. Bangkok, like a jewelled ___, lay glittering before my eyes." The second execution reads: "Alive with colour, vibrant with ___. As I strode into town I knew my ___ looked good. It was one of those perfect ___."

HELLMANN'S - HELLMANN'S EXTRA LIGHT SCRAPER OUTERER
Project: Hellmann's Extra Light scraper outerer
Client: Erin Smith, Hellmann's brand manager, Unilever
Brief: Demonstrate Hellmann's Extra Light's versatility and encourage
increased consumption
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: Rebecca Rae
Art directors: Leigh Roberts, Olu Falola Planner Caroline Taylor
Exposure: DM to 350,000 prospects and microsite

THE LOWDOWN

In a bid to increase consumption of its Extra Light mayonnaise, Hellmann's is targeting existing consumers with a summer campaign consisting of direct marketing and a microsite.

Created by Craik Jones Watson Mitchell Voelkel, the DM pack contains a utensil called the "scraper outerer", which consumers can use to get every last remnant of mayo out of the jar.

The mailer also includes two 30p coupons and several recipes under the strapline: "It's amayonnaising what a dollop can do."

The microsite, at lightenupmynosh.co.uk, has more recipes, ideas for days out during the summer holidays and a mayonnaise blog.

CLARKS - KIDS TV
Project: Kids TV
Client: Rosemary Carr, global marketing director, Clarks
Brief: Promote Clarks as a destination for out-of-school footwear
Creative agency: St Luke's
Writer: Andy Drugan
Art director: Simon Friedberg
Planner: Penny Harris
Media agency: Universal McCann Manchester
Media planner: Mark Midmore
Production company: Outsider
Directors: Dom & Nic
Editor: Struan Clay, Final Cut
Post-production: Glassworks
Exposure: National TV

THE LOWDOWN

The new autumn/winter range campaign for Clarks targets children and their parents at the same time.

The two TV commercials, created by St Luke's, aim to appeal to a child's sense of fantasy while stirring nostalgia in their parents.

In "balloon", a seven-year-old boy plays keepy-uppy around the house with a balloon. The ad features the soundtrack A Town Called Malice by The Jam, and ends as the boy kicks the balloon out of a window.

In "horse", a girl rides an imaginary steed around her garden and jumps over a homemade fence.

Last year, Clarks suffered its first sales decline in a decade, as group turnover fell 3.4 per cent to £921 million, while operating profits fell 16.7 per cent to £51.6 million.

RENAULT - VA VA VOOM
Project: Va va voom
Client: Jonathan Wignall, national advertising manager, Renault UK
Brief: Launch the Clio Renaultsport 197
Creative agency: Red Bee Media
Writer: Julian Dyson
Art director: Julian Dyson
Media agency: Carat
Media planners: Julie Blake, Lisa Rippon
Production company: Red Bee Media
Director: Julian Dyson
Exposure: Cinema

THE LOWDOWN

Carat has created a £450,000 integrated campaign, based around a short film by Red Bee Media, to launch the Clio Renaultsport 197 in the UK.

The 100-second film, featuring a series of vignettes, takes its inspiration from the "French car, British designers" Clio brand theme.

The film focuses on different features of the car. Each shot of the car is preceded by a vignette, which shows a pair of objects or people, one French, one British. The soundtrack draws on British and French techno music.

PRINGLES - GROOVY GLIDER
Project: Groovy glider
Client: Saverio Taverna, head of marketing, Western Europe, snacks,
Procter & Gamble
Brief: Launch the new, improved recipe crisp
Creative agency: Inbox Digital
Writer: Oli Christie
Art director: Sam Collett
Planner: Matt Ramsay
Developer: Steve Jones
Exposure: Viral

THE LOWDOWN This game for Pringles is the brand's second venture into viral marketing and forms part of integrated activity to support the launch of its new recipe crisps. The pan-European online game kicks off initially in English and Italian, to be followed later by Dutch, French, German, Spanish and Portuguese versions.

The ten-level game invites users to guide an animated three-dimensional character called Mr P through a minefield of Pringles cans, picking up crisps and ingredients on the way.

On completing each phase, the player moves on to the next flavour level and the best scores win a place on a global league. To drive awareness, players are also encouraged to start their own leagues and forward the game to their friends.

HONDA - IMPOSSIBLE DREAM LEAD-GENERATION CAMPAIGN
Project: Impossible dream lead-generation campaign
Client: Lee-Ann Crossley, prospect relationship marketing executive,
Honda
Brief: Develop impossible dream-themed media insert, with online support
activity
Creative agency: Hicklin Slade & Partners
Writer: Laura Howard
Art director: Katherine McDonald
Media agency: Starcom
Media planner: Starcom
Exposure: Online

THE LOWDOWN

Hicklin Slade & Partners' £1 million online and media insert campaign for Honda UK extends the "impossible dream" TV campaign in a bid to generate 25,000 leads.

Consumers who receive the media insert are directed to the website www.honda.co.uk/winanewcivic and then encouraged to enter their details online and via data-capturing elements on the insert. Users of the website are also entered into a free prize draw to win a Honda Civic i-VTEC EX.

Online ads appear in the motoring section of a range of websites including Yahoo!, MSN, AOL, Telegraph.co.uk, 4Car and Autotrader.

Honda had a 2.58 per cent share of the UK car market in 2005, up marginally on 2004's figure of 2.54 per cent. The market leader, Ford, had a 14.8 per cent share.