The Work: New campaigns - UK

Project: Flipping fish
Client: Brian Robinson, chief executive, Allied Bakeries
Brief: Promote Kingsmill Head Start with Omega 3 as an easier way to
smuggle goodness into children
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art directors: Simon Briscoe, Joe Miller
Planner: Howard Miller
Media agency: Zenith
Media planners: Jenny Davidson, David Grainger
Production company: Another Film Company
Director: Jeff Stark
Editor: Bruce Townsend, The Quarry
Post-production: The Moving Picture Company
Audio post-production: Soho studios
Expoure: National TV


M&C Saatchi's new ad for Kingsmill promotes the company's latest variant, Head Start with Omega 3, which contains the nutrient found in oily fish.

The 20-second execution, which is aimed at mums, tries to impart the message that parents don't need to force their children to eat oily fish to make sure they get their dosage of omega 3.

The spot forms part of a £3 million campaign and features exaggerated attempts by a boy's parents to sneak some fish into their son's diet.

In the opening shot, we see the boy being dropped off at school. As his mum hugs him, she sneaks a mackerel into his pocket.

Project: September issue press ads
Client: Stephen Quinn, publishing director, Vogue
Brief: Raise the profile of Vogue and boost sales among the wider
magazine audience buying
Creative agency: In-house
Writer: Freelance
Art director: Robin Derrick
Planner: n/a
Media agency: Alexander & Associates
Media planner: Terry Alexander
Photographer: Nick Knight
Expoure: National newspapers


The in-house team at Vogue has launched a £100,000 press campaign to promote its September International Collections issue, boost sales and raise the profile of the magazine.

Ads will run in The Times, The Guardian, the Evening Standard and The Independent. The ad features the front cover of the September issue of Vogue, with Kate Moss dressed all in black and the line: "Lead us into temptation. Buy nothing until you buy Vogue."

The magazine's September issue has also been the subject of a high-profile PR campaign, which has generated coverage in a wide range of titles.

According to the Audit Bureau of Circulations' December 2005 figures, Vogue had a circulation of 214,348 copies.

Project: Downloadable film
Client: Matt Coombe, marketing communications manager, Honda UK
Brief: Allow consumers to interact and engage with the brand on their
own terms
Creative agency: Wieden & Kennedy
Writer: Ida Gronblom
Art director: Fabian Berglund
Planner: Simon McCrudden
Media agency: n/a
Media planner: n/a
Producers: Julia Methold, Anna Smith
Director: n/a
Production company: Wieden & Kennedy
Editor: Tom Cottrell, Wieden & Kennedy
Post-production: Wieden & Kennedy
Audio post-production: Marmalade
Expoure: Online


Honda has launched an online film, created by Wieden & Kennedy London. The two-minute spot tells the story of Honda's first Formula One win in the RA272 racing car.

The spot looks back to 1963, when Honda set itself the challenge of entering and winning Formula One racing. It took two years to reach its goal, but in 1965 Ritchie Ginther, driving the RA272, took the lead at the first lap and never looked back. The ad tells the story of his extraordinary win and Honda's development as an F1 contender. It features archive and new footage of the RA272 in action. The ad ends with the line: "Honda. The power of dreams."

The film is downloadable as a podcast at and from iTunes, MySpace and YouTube.

Project: Transit
Client: Mark Simpson, marketing communications director, Ford of Europe
Brief: Position the all-new Transit as a contemporary vehicle that makes
your working day better
Creative agency: Ogilvy & Mather
Writers: Jim Ritchie, Neil Elliot
Art directors: Mark Hendy, Chris Hart
Planner: Peter LeBoutillier
Media agency: MindShare
Media planner: Mark Baschnonga
Producer: Lyn Woodcraft
Production company: Knucklehead
Directors: Ben and Joe Dempsey
Editor: Dayne Williams, Cut & Run
Post-production: Rushes
Audio post-production: Finish
Expoure: TV, specialist press, outdoor, truck rears


Ford of Europe has developed a multimedia campaign, created by Ogilvy & Mather, to support the launch of its new range of Transit vans.

The two-month campaign includes national TV advertising on Sky, specialist press and outdoor ads, as well as truck rears.

TV and print executions are based on the idea that Transit drivers are reluctant to leave their vehicles, preferring to stay inside their van while carrying out a variety of work tasks. The TV spot features drivers in their vans and focuses on a particular product feature of the vehicle, from dashboard-mounted gearboxes to Bluetooth capability and satellite navigation. The ad closes with the line: "Work just got better."

Last year, the Ford Transit celebrated its 40th anniversary.

Project: Cool Shine Lipstick launch
Client: Emmanuelle Bonte, vice-president, global marketing, Coty
Brief: Launch Rimmel's Cool Shine Lipstick
Creative agency: JWT
Writer: Martina Langer
Art director: Liz Gilmore
Planner: Pippa Prain
Media agency: OMD
Media planner: Adam Skinner, OMD
Production company: Crossroads
Director: Trudy Bellinger
Expoure: National TV


Rimmel has launched an ad to introduce its new range of Cool Shine Lipsticks.

Developed by JWT, the ad features Kate Moss swaying to the beats of The Bodyrockers' I Like the Way You Move in the middle of a dancing crowd. Moss pauses to catch the lipstick in mid-air, applies it perfectly and then continues to dance while being sprayed with jets of water. The voiceover tells viewers the Cool Shine Lipstick contains 25 per cent water, which has an "ultra-cooling" effect. The ad closes with the pouting Moss emerging from a swimming pool and the words "shine on".

Rimmel is owned by the US company Coty, which acquired Unilever Cosmetics International in May 2005.

Project: Splat, hedgehog, strimmer
Client: Duncan Bull, Ribena group brand manager
Brief: Remind people that 95 per cent of all Britain's blackcurrants
make it into Ribena
Creative agency: M&C Saatchi
Writers: Orlando Warner, David Fleetwood
Art directors: Simon Briscoe, Gary Monaghan
Planner: Bridget McCann
Media agency: MediaCom
Media planners: Janine Green, Joanne Higginson
Photographer: Nadege Meriau
Photographer's agency: Wyatt-Clark
Retouching: Core
Expoure: National outdoor


GlaxoSmithKline is putting £1 million behind an outoor campaign to remind people that 95 per cent of Britain's blackcurrants make it into Ribena.

The ad, through M&C Saatchi, continues the saga of the animated blackcurrant that doesn't make it into Ribena. Poster executions feature ripe blackcurrants coming to an end in a variety of comical ways. One is impaled on barbed wire, another is punctured on the spines of a hedgehog, a third is splattered against a white wall and the last is chopped in half by a strimmer. The spot closes with the line: "Never mind, 95 per cent of all Britain's blackcurrants make it."

Volume sales of Ribena have doubled every six years since 1980 and will be worth an estimated £150 million this year.

Project: Lakeside
Client: Mike Garvey, advertising manager, Virgin Mobile
Brief: Announce the opening of the Virgin Mobile store in Lakeside,
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Michael Crowe
Art director: Robert Messeter
Typographer: James Townsend
Media agency: Manning Gottlieb OMD
Media planning: Good Stuff
Retouching: TAG, Rainey Kelly Campbell Roalfe/Y&R
Expoure: Regional press, posters


Rainey Kelly Campbell Roalfe/Y&R has produced a cheeky ad for Virgin Mobile to promote the launch of the network provider's new shop in the Lakeside shopping centre in Essex.

Playing on the perception that the region is full of chavs, the agency has produced a one-off poster showing a mobile set against the company's trademark red background. The phone is decked out in the chav's pattern of choice, Burberry tartan. The 1,400 sq ft flagship store opened at the end of July.

Virgin Mobile had 16.4 million UK customers at the end of the first quarter of 2006. However, its earnings were £78 million lower than in the same period last year, while its margin fell to 16 per cent from 28 per cent.

Project: The ultimate search engine
Client: Serge Sergiou, customer relationship and internet manager, Land
Brief: Encourage prospects to test-drive the Discovery 3
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: David Brown
Art director: Jo Jenkins
Planner: James Champ
Expoure: Direct mail to 100,000 prospects


Craik Jones Watson Mitchell Voelkel has created a direct campaign to encourage prospects to test-drive the Land Rover Discovery 3.

The mailer is designed to resemble typical software packaging. A computer software-style box features a front shot of the Discovery 3 and the words: "Discovery version 3." Beneath the shot of the car is the subhead "The ultimate search engine", followed by: "Go anywhere. Do anything."

Inside, a reply card is designed to look like an installation disc and a brochure features icons similar to those you might expect to see on a computer screen.