The Work: New campaigns - UK

ONE TO LOOK OUT FOR
VAUXHALL CORSA - NEW CORSA. C'MON!
CREDITS
Project: New Corsa. C'mon!
Client: Olivia Danan, brand communications director, General Motors
Brief: Establish the new Corsa as the most stylish and fun-to-drive car
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Jon Elsom
Art director: Keith Terry
Planners: Charlie Snow, Ed Warren
Media agency: Initiative
Media planner: Steve Pople
Production company: Outsider
Director: Dom & Nic
Photographer: Emir Haveric
Exposure: TV, press, outdoor, events

THE LOWDOWN

General Motors is backing the launch of its new Corsa model with a pan-European campaign to establish the car as a fun and stylish option for twentysomethings.

Delaney Lund Knox Warren & Partners has created two 40-second TV ads, backed with print and poster executions that feature a set of five characters called The C.M.O.N.S. The agency worked with the German artist Boris Hoppek to develop work that shows the adventures the characters have with the new Corsa. The endline is: "New Corsa. C'mon!"

In addition to the TV and print work, the idea has been brought to life with MTV producing original content featuring the characters as a band and charting their rise in the music world with a documentary-style film called Under the Radar.

A viral film and ambient activity will also run to support the TV work.

EUROSTAR - TRAIN OF THOUGHT
CREDITS
Project: Train of thought
Client: Vicki Anstey, advertising and media manager, Eurostar
Brief: Illustrate that travelling Business Premier on Eurostar allows
for smarter working
Creative agency: TBWA\London
Writers: John Allison, Chris Bovill
Art directors: John Allison, Chris Bovill
Planner: Tania Forrester
Media agency: Vizeum
Media planners: Cordelia Muir, Jenny Howard
Retouching company: Big Ant Studios
Exposure: National press, Tube card panels

THE LOWDOWN

TBWA\London has created a print campaign, "train of thought", for Eurostar that aims to demonstrate how travelling on Eurostar's Business Premier service can provide a good working environment.

The ads will appear in national press and Tube card panels and attempt to portray business travellers as individuals with diverse jobs and interests rather than the "suited and booted" homogenous image. Each execution follows an individual's "train of thought" during their journey on the Business Premier service. The campaign also includes online work developed by Glue.

TRIPLE VELVET - BABY MD
CREDITS
Project: Baby MD
Clients: Dieter Bocher, regional marketing director; Sarah Hughes, brand
manager, SCA Hygiene
Brief: Dedicated to making better toilet tissue
Creative agency: Fallon
Writer: Lawrence Seftel
Art director: Gary Anderson
Planner: Tamsin Davies
Media agency: Carat
Media planner: Clare Belsten
Production company: Outsider
Director: Ric Cantor
Editor: Adam Rudd, Final Cut
Post-production: The Moving Picture Company
Audio post-production: Wave
Exposure: National TV

THE LOWDOWN

Fallon's new work for Triple Velvet toilet paper continues with the brand's baby managing director theme.

A series of ten- and 20-second spots show the leading authority on softness sharing his belief in the possibility of a softer world with his staff. Other spots feature him wearing just a nappy on dress-down Friday, and being told by a nervous employee that he has food on his face after feeding himself at lunch.

SCA Hygiene relaunched Double Velvet as Triple Velvet in January this year with a £15 million media and PR push. Last year, the company reported a 3 per cent increase in global sales, to EUR3.484 billion.

HOME OFFICE - ACQUISITIVE CRIME - ROBBERY REDUCTION
CREDITS
Project: Acquisitive crime - robbery reduction
Client: Cerys Adams, acting head of marketing, the Home Office
Brief: Make the public aware of what they can do to reduce instances of
robbery
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Smollensky & Blake
Art directors: Smollensky & Blake
Media agencies: Starcom, Posterscope
Photographer: Jonathan Tran
Illustrator: Jonathan Tran
Typographer: Nathan Saunders
Exposure: National radio, outdoor, ambient, washrooms

THE LOWDOWN

A recent British Crime Survey highlighted that petty theft is on the rise because people are carrying more expensive items such as iPods, mobiles and BlackBerrys.

It also showed that many personal robberies are opportunistic and can be avoided through vigilance and basic precautionary crime prevention measures.

To alert people to this, Rainey Kelly Campbell Roalfe/Y&R has created a set of posters, designed in bright yellow and pink for standout, showing how easy it can be for thieves if people don't take precautions.

The executions show people asleep or simply not paying attention to their surroundings and a thief running off with their possessions.

An alternative execution shows a close-up of an ear with some headphones in it with the line: "Mind your dangly bits."

BODY & SOUL - A SMILE IS A GIFT
CREDITS
Project: A smile is a gift
Client: Body & Soul
Brief: Raise awareness of Body & Soul - a charity for children,
teenagers and families affected by HIV - and involve people in its
"smile" campaign
Creative agency: Quiet Storm
Writers/art directors: Cat Campbell, Jo Wallace
Planner: Jon Howard Media agency: In-house
Production company: Quiet Storm Films Directors Cat Campbell, Jo Wallace
Editor: Crinan Campbell
Post-production: Golden Square
Audio post-production: Golden Square
Exposure: Cinemas, viral

THE LOWDOWN

Quiet Storm has produced a 90-second viral ad for the HIV charity Body & Soul, which will also be shown in cinemas.

Spoofing the style of an 80s public information film, the ad highlights misconceptions about the spread of HIV/Aids, such as through sharing of cups, kissing or from toilet seats. The ad contrasts this with the infectious nature of a smile, which is passed from person to person, spreading happiness.

The spot ends with the shot of a hand holding a massive 80s-style mobile phone. Viewers are then invited to text in the word "smile" - each text sent generates 96p donated to the charity.

THE PRINCE'S TRUST - HELPING CHANGE YOUNG LIVES
CREDITS
Project: Helping change young lives
Client: Carol Homden, commercial director, The Prince's Trust
Brief: Promote The Prince's Trust's message to a broader audience
Creative agency: Clemmow Hornby Inge
Writer: Angus Wardlaw
Art director: Alexei Berwitz
Media agency: MediaCom
Production company: Outsider
Directors: Dom Hawley, Nick Goffey
Exposure: Cinema

THE LOWDOWN

The Prince's Trust is launching its first TV ad to promote the work that it does for young people.

Clemmow Hornby Inge created the film, which features a young man facing choices. One is to approach The Prince's Trust to help him find a job and a home.

The TV ad builds on the agency's "helping change young lives" activity in press, PR and digital.

The campaign will air across channels, such as Emap's, which have donated in excess of £1 million worth of free airtime. It will also run in Pearl & Dean cinemas from the end of this month.

BUDWEISER - ANSWER THE CALL
CREDITS
Project: Answer the call
Client: Jonni Cahill, marketing manager, Budweiser
Brief: Promote Budweiser's "answer the call" campaign
Creative agency: DDB London
Writer: Dylan Harrison
Art director: Feargal Balance
Media agency: Initiative
Media planner: Anna Cawley
Production company: Smith & Sons
Director: Ulf Johansson
Exposure: TV, cinema, outdoor, pubs

THE LOWDOWN

"Men getting together and having fun" continues as the theme of Budweiser's advertising in DDB London's first major campaign for the brand in Ireland.

The agency has created the "unstoppable" spot, which features a group of friends drinking Budweiser. Directed by Ulf Johansson, it is the first execution in its "answer the call" campaign. The men in the ad uproot hedges and get caught in debris on their way to meet friends for a beer.

The ad, shot in New York, is backed with the track Young Folk by indiepop band Peter, Bjorn and John. It will run in 60- and 40-second versions and, in addition to TV, will run in cinemas backed by pub and outdoor activity.

New executions are expected to run in Ireland from the spring.

BBC - CBEEBIES BRAND CAMPAIGN
CREDITS
Project: CBeebies brand campaign
Client: Jayne Sibley, marketing manager, CBeebies
Brief: Showcase the breadth of offering in the world of CBeebies
Creative agency: DFGW
Writers/art directors: Brendan Wilkins, Rod Kavanagh
Planner: Nick Southgate
Animation: Intro
Media agency: BBC
Media planner: Kim Foss
Producer: Deborah Stewart
Production company: Red Bee
Director: Julian Gibbs
Post-production: Red Bee
Audio post-production: Nigel Crowley, 750mph
Exposure: BBC TV

THE LOWDOWN

DFGW has developed a TV ad that aims to showcase the variety of programmes available on the BBC's CBeebies.

The spot opens with Sid, the star of the ad, introducing a number of animated characters from programmes including Charlie & Lola, Underground Ernie, Lunar Jim, Bob the Builder, Teletubbies, Postman Pat and Pingu.

CBeebies launched in 2002 along with the BBC's other digital children's channel, CBBC. In July, the public broadcaster reported significant growth in audience share and reach for CBeebies. Its audience share in all homes rose from 0.8 per cent to 0.9 per cent, and remained unchanged in multichannel homes at 1.3 per cent.

CBeebies and CBBC's combined expenditure was up to £63.2 million from £49.7 million.

VAUXHALL TIGRA - VAUXHALL TIGRA EXCLUSIV
CREDITS
Project: Vauxhall Tigra Exclusiv
Client: Louise Mercier, direct marketing communications manager, General
Motors UK
Brief: Promote the special edition Tigra Exclusiv
Creative agency: Draft FCB London
Writer: Johannie Liebenberg
Art director: Simone Rayner
Planner: Matt Hunt
Senior designer: Helen Wallace
Exposure: Direct marketing, online, e-mail, microsite

THE LOWDOWN

Vauxhall is supporting the Tigra Exclusiv, its special-edition car, with an integrated campaign that links the product to fashion.

The activity, through Draft FCB London, plays on Vauxhall's partnership with the fashion retailer Oasis. Vauxhall is a sponsor of the Oasis autumn/winter season and creative is based on a VIP theme, with direct mail offering recipients the chance to win VIP tickets to a film premiere, concerts and a day's shopping at Harrods.

In addition to the direct-mail pack, tagged "Tigra Exclusiv, this season's must-have accessory", Draft FCB London has created e-mail and online advertising and a bespoke microsite, www.tigrastyle.co.uk. Follow-up e-mails and direct mail will aim to generate test drives and the microsite will carry footage from a series of Tigra/Oasis events.

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