The Work: New campaigns - UK

Project: BA World Offers promotion with Google Earth
Client: Jayne O'Brien, head of brands and marketing communications,
British Airways
Brief: Promote British Airways' bi-annual World Offers sale
Creative agency: Bartle Bogle Hegarty
Writer: Alex Grieve
Art director: Adrian Rossi
Planner: Ben Malbon
Media agency: ZenithOptimedia
Media Planner: Rob Day
Editor: Angus Rooke, BBH
Post-production: Framestore CFC
Audio post-production: Wave
Exposure: National TV


British Airways is linking up with Google Earth for an integrated advertising campaign to promote its World Offers flights sale.

The campaign was developed by Bartle Bogle Hegarty, which handles the advertising for both companies. The idea was devised by the BBH board planner Ben Malborn. It centres on two TV spots, one for short-haul and the other for long-haul flights.

The ads feature the spinning Google Earth globe. In each execution, the camera zooms in to the different destinations included in BA's World Offers.

The first ad opens by focusing on Dubai. Over the top of the map, cloud-style letters show the prices of flights between Heathrow and Dubai, starting at £239. The globe then spins around to Hong Kong and New York and their flight prices appear. It ends with an aerial shot of a young girl standing in a field, holding a kite.

The second spot features BA's short-haul destinations from Gatwick, such as Milan and Marseilles. It ends with a bird's eye view of people sitting outside at a continental cafe.

Customers are directed to, where they can download Google Earth and get a close-up view of their potential flight destination.

Project: Film set NYC
Client: Russell Anderson, global campaign manager, Nokia Multimedia
Brief: Global launch of latest Nseries multimedia device - the Nokia N93
Creative agency: Lowe London
Writer: Oliver Green
Art director: Greg Milbourne
Planner: Teresa Alpert
Media agency: MediaCom
Media Planner: Walter Popiel
Production company: Gorgeous
Director: Chris Palmer
Exposure: Global TV, UK cinema


Lowe London has developed an integrated campaign to support the launch of the Nokia N93 mobile multimedia device.

The TV ad features the actor and film director Gary Oldman and centres on the campaign's tagline: "The next story in video." In the ad, Oldman observes scenes from life in New York city. He describes the "ingredients that go into making a great movie" from location to lighting and finally "something to film it with" - the Nokia N93.

Print ads follow the movie theme, depicting spontaneous moving images taken by the Nokia N93 as film reel. Oldman is also leading a mobile video initiative, the Nokia Nseries Studio ( This community, created by R/GA, encourages people to shoot and share spontaneous moments.

Project: Cups
Client: Kevin Keith, international advertising manager, UPS
Brief: Highlight UPS's Quantum View tool, which allows you visibility of
all your shipments throughout the delivery process, and show how UPS can
make your business life easier
Creative agency: McCann Erickson
Writer: Simon Learman
Art director: Brian Fraser
Planner: Michael Chapman
Media agency: Universal McCann
Media Planner: Marcus Erlandsson
Production company: MJZ
Director: Leonard Dorfman
Editor: Richard Orrick
Post-production: The Mill
Exposure: Pan-European TV


In its latest UPS work, McCann Erickson has brought back Jean Reno's time-travelling character.

The ad, the first of five, promotes the company's Quantum View technology, which allows customers to track the location of their parcel.

Reno visits a warehouse and shows a stressed manager, who is looking for a parcel, a magic trick. He puts a coin under a cup and places two more next to it. After moving the cups around. he asks the manager to pick the one with the coin underneath. Reno then repeats the trick but using three glasses instead of cups. He says: "Life is so much easier when you can see where everything is."

UPS is the world's second-largest parcel carrier with 1.9 per cent of the global transportation market and 7.8 per cent of the air-freight and logistics market.

Project: Team move
Client: Mark Phillips, head of communications, Adidas
Brief: Celebrate the partnership between Adidas and Chelsea FC
Creative agency: TBWA\London
Writers: John Allison, Chris Bovill
Art directors: John Allison, Chris Bovill
Planner: David Frymann
Media agency: PHD
Media Planner: Jennifer Harden
Photographer: Tim Brett-Day
Exposure: Outdoor, press


Adidas has launched a campaign to celebrate its deal with Chelsea FC and introduce its new home strip.

The campaign will run across outdoor, press and bus sides in addition to ticket gates and Tube stations near Stamford Bridge, Chelsea's home stadium. The poster features 11 Chelsea players wearing the kit, while performing a single player's fluid move. The idea behind the ad is to symbolise the "no individual is bigger than a team" ethos. Two other print executions feature key Chelsea players and a poster that shows the club's fans becoming part of the team line-up.

Project: Tate Tracks
Client: Tate Modern
Brief: Encourage 15- to 24-year-olds to visit the gallery
Creative agency: Happen @ Fallon
Writer: Juan Cabral
Art director: Juan Cabral
Planners: Chris Kay, Alex Sullivan
Media agency: Happen @ Fallon
Media planners: Chris Kay, Alex Sullivan
Retouching: The Creative Asset
Designer: Hugh Tarpey
Digital credits: Strategy by Hyper
Exposure: Radio, street media, online, postcards in London


Tate Modern is attempting to attract young, urban visitors with a £100,000 campaign that connects cutting-edge musicians to the art displayed in the gallery.

The activity, through Fallon's Happen communications division, includes radio, street media and online. It will support the launch of "Tate Tracks", a series of previously unreleased tracks from artists such as the Chemical Brothers and Union of Knives. The tracks can be heard exclusively at listening posts at Tate Modern alongside the artworks that inspired them.

Tate is supporting the work with a website ( that will showcase the songs a month after they appear in the gallery. Postcards to promote the initiative will also be distributed.

Project: Football magical messengers
Client: Kay Hoffmann, senior global marketing communications manager
Brief: Promote Vodafone's newly acquired sponsorship of the Champions
Creative agency: Bartle Bogle Hegarty
Writer: Ian Williamson
Art director: Matt Kemsley
Planner: Sarah Watson
Media agency: OMD
Media Planner: Tugce Kocoglu
Production company: Hungry Man
Director: Scott Vincent
Editors: Phil Oldhan, Dave Smith
Post-production: Absolute
Audio post-production: Wave
Exposure: Pan-European TV


Bartle Bogle Hegarty's latest ad for Vodafone promotes the company's sponsorship of the Uefa Champions League football tournament.

The spot was created to highlight Vodafone's football results service. It begins in a football stadium as a player scores a goal. As the crowd cheers, a bunch of tiny lights fly out of the roof. The lights turn into little elf-like football supporters, who spread out to tell people about the game.

A recipient finds one of the tiny little football fans landing on his table while he is eating in a restaurant.

This year, Vodafone posted a net global loss of £21.8 billion for the year ending 31 March, compared with a net profit of £6.5 billion the previous year.

Project: Underneath it all
Client: Marco Parsiegla
Brief: Launch Femme
Creative agency: Grey London
Writer: Karen Ellis
Art director: Karen Ellis
Planner: John Lowery
Media agency: Starcom
Media Planner: Paul Clout
Production company: Blink
Director: Jan Giele
Post-production: Finish
Audio post-production: Jungle
Exposure: National TV


Procter & Gamble has launched Femme, a new addition to its Boss perfume range.

To back the launch of the fragrance, Grey London has created a 20-second TV spot.

The execution comprises a series of ethereal images of a woman as she walks down a street, wearing a flowing white dress and white jacket. The soft-focus purple lighting and the hazy background music give the commercial a dreamlike quality as the woman walks towards the camera.

After a close-up on her chest, the picture fades into a shot of the product as a voiceover whispers: "Underneath it all, Femme. The new fragrance from Boss."

Project: Air Max 360
Clients: Paolo Tubito, Pablo Zea, Enrico Balleri, brand communications
managers, Nike EMEA
Brief: Reintroduce the performance benefits of Air
Creative agency: Wieden & Kennedy Amsterdam
Writer: Oliver Frank
Art director: Paulo Martins
Planner: Dave Cobban
Media agency: MindShare
Production company: Park Pictures
Directors: Lance Accord, Joaquin Baca-Asay
Exposure: National TV


Nike is rolling out a national TV campaign to reintroduce its Air Max 360 running shoe. The activity features two TV spots designed to emphasise Nike's new 360 Air technology. "Defy" features a montage of moments in sport when an athlete is airborne and experiences a sense of weightlessness. "Endure" portrays athletes overcoming the mental and physical pain of sport. The ad is set to Johnny Cash's version of the Nine Inch Nails track Hurt.

Featured athletes include the Brazilian footballer Ronaldinho, the tennis player Rafael Nadal and the cyclist Lance Armstrong.

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