The Work: New Campaigns - UK

Project: Lurpak Christmas
Client: Stuart Ibberson, senior brand manager, Lurpak
Brief: Position Lurpak butter as the champion of good food at Christmas
Creative agency: Wieden & Kennedy
Writer: Ben Walker
Art director: Matt Gooden
Planner: Matt Boffey
Media agency: Carat
Media planner: Rory Lindsay
Photographer: David Sykes
Retouching: Core Digital
Photographer's agency: Swerve Photography
Exposure: 48-sheet posters, Sunday supplements, monthlies


Wieden & Kennedy has created its first campaign to promote Lurpak's traditional butter since winning the business this summer.

Capitalising on the Christmas season, the print campaign aims to position Lurpak as an essential ingredient in many traditional Christmas recipes.

The executions show packs of Lurpak butter in its wrapper cut into the perfect quantities for a range of Christmas dishes, such as roast turkey, mince pies, bread sauce and Brussels sprouts. Each execution carries the strapline: "Not forgetting the brandy butter."

W&K won the £15 million Lurpak business in August following a pitch against the incumbent, DDB London. The agency then went on to scoop the £5 million account for Cravendale - also owned by Arla - in September.

Earlier this year, Lurpak ran a high-profile promotional campaign on the London Underground offering commuters the chance to win a city break. Two hundred thousand cartons containing Lurpak, a croissant, a pot of jam and a promotional code were handed out at Tube stations.

Project: It's what's on the outside that counts
Client: Karen Shepherd, international marketing director, Remington
Brief: Establish Remington as the first fashion/beauty brand in
electrical grooming. Challenge perceptions of the brand and drive
interest in the Remington range, as well as the featured products
Creative agency: Grey London
Writers: Sam Hibbard, Alex Fraser
Art directors: Sam Hibbard, Alex Fraser
Planner: Pip Pandey
Media agency: MediaCom
Production company: Stink
Director: Lionel Goldstein
Exposure: Pan-European TV, cinema, online


Remington is continuing the "it's what's on the outside that counts" campaign with a new spot by Grey London.

The second spot to be directed by Lionel Goldstein features the identical twins Pablo and Elvio, with the clean-shaven Elvio enjoying much more success than his moustachioed brother. Boasting a luxurious pad, Miss Argentina-winning wife and a classy car, his life is in stark contrast to Pablo's. He still lives with his mother and drives a hand-me-down car from Elvio.

The ad follows last month's execution that featured a woman who fails to attract male attention until she transforms her hair with Remington straighteners.

A four-and-a-half minute version will run online; 120- and 40-second cut-downs will run in cinemas and on TV.

Project: Permission
Client: Andrew Nebel, UK director of marketing communications,
Brief: Increase awareness and deservedness of Barnardo's by raising the
emotional issue of young carers
Creative agency: Bartle Bogle Hegarty
Writer: Brad Woolf
Art director: Dan Bailey
Planner: Catriona Berry
Media agency: John Ayling & Associates
Media planner: Deidre MacNair
Typography: Ali Augur
Exposure: Women's weeklies and supplements, radio and online


Bartle Bogle Hegarty has created a series of print ads for the children's charity Barnardo's to highlight the plight of young carers and how they miss out on their childhood.

To illustrate the problem, the ads take the form of permission slips, but with a twist. One reads: "Can Amy be absent from home as she's suffering from a lack of friends?"

The ads then have a real permission slip that can be cut out and posted to Barnardo's, the idea being that if people donate, then a child carer will be able to attend one of Barnardo's young carers projects.

Barnardo's estimates that there are 175,000 young carers in the UK, looking after seriously ill or disabled parents and loved ones.

Project: LA teashop (comprising three executions: "Earl Grey", "Lady
Grey" and "Chai")
Client: Claire Hodge, UK marketing director, Twinings
Brief: Remind people that Twinings has a tea to suit every taste
Creative agency: Lowe London
Writer: Tom Hudson
Art director: Lee Goulding
Planner: Olivia Bebb
Media agency: ZenithOptimedia
Media planner: Adrian Marks
Production company: Hungry Man (Los Angeles)
Director: Allen Coulter
Post-production: The Mill
Audio post-production: Wave
Exposure: National TV, online


Twinings is aiming to create excitement around its different types of specialist tea in a new TV ad from Lowe London.

In the first of three executions, the brand's spokesman, Stephen Fry, is running a teashop in Los Angeles. Fry represents the quintessential Englishman, and is accompanied by his foil, the streetwise Tyrone. However, Fry is horrified when Tyrone tries to jazz up the description of the shop's tea on a blackboard, with the line: "It puts the zing in your ding a ling." A discussion follows as Fry explains that Twinings has refined taste.

Fry was introduced as the Twinings spokesman by the previous agency, Leagas Delaney. Lowe London won the £9 million account in October last year following a shoot-out against Mustoes.

Project: Arrivals
Client: Rita Broe, head of marketing, MasterCard UK
Brief: Develop a TV ad that captures the priceless emotion of getting
together with your loved ones at Christmas
Creative agency: McCann Erickson London
Writer: Brian Cooper
Art director: Jason Stewart
Planner: Paul Simonet
Media agency: Universal McCann
Media planner: Andrew Raad
Production company: HLA
Director: Simon Ratigan
Editor: Ben Stephen, The Whitehouse
Exposure: National TV, cinema


The MasterCard Christmas ad from McCann Erickson London captures the genuine emotion of real people reuniting with their loved ones at the arrivals gates at Heathrow and Gatwick airports.

The spot conveys the emotion of the moment when people wait anxiously to meet friends and families as they get off planes. It aims to show that, while Christmas is special for many reasons, spending it with loved ones is priceless. It ends with the line: "There are some things money can't buy. For Christmas, there's MasterCard."

Project: More Va Va Voom
Client: Jonathan Wignall, national advertising manager, Renault
Brief: Continue the successful Clio franchise and showcase the
Renaultsport 197 as a halo for the range
Creative agency: Publicis
Writers: Gavin Kellett, Ed Robinson
Art directors: Nik Studzinski, David Hillyard
Planner: Kim Douglas
Media agency: Carat
Media planner: n/s
Production company: RSA
Director: Jordan Scott
Editor: Dayn Williams, Cut & Run
Post-production: The Moving Picture Company
Audio post-production: Wave
Exposure: National television, cinema


Renault's latest TV ad continues the debate between the Anglo-French couple Ben and Sophie over which country is the best.

The 40-second spot is part of an ongoing £4 million campaign to promote the Clio. In it, the couple debate which country is best for culture, as the Brit Ben adopts a scientific position to counter Sophie's argument that France is better for art. However, neither can disagree on the subject of passion.

The couple replaced Thierry Henry, who was dropped from Renault's advertising in October last year.

The ad breaks during a preview screening of the new James Bond film, Casino Royale. It will run on terrestrial, cable and satellite TV from January 2007.

Project: Heal's Christmas 2006
Client: Sarah Tricker, marketing and promotions manager, Heal's
Brief: Position Heal's as a Santa's Grotto for adults and the most
Christmassy place to do your Christmas shopping
Creative agency: Draft/FCB
Writer: Brian Riley
Art director: Matt Lee
Planner: Tanya Weintrobe
Media agency: PHD
Media planner: Stephanie Percival
Photographer: Daniel Ayres
Exposure: Posters, press, banners, in-store


Heal's new Christmas print campaign aims to make it easy for people to leave hints for their friends and family as to what they would like for Christmas.

The campaign, created by Draft/FCB, comprises a range of different press and outdoor ads. Both executions show pictures of the types of gifts available in store, such as Molton Brown goodies, Champagne glasses, pyjamas and Wellington boots. Around each picture are perforations so each gift can be torn out and left lying around strategically for friends and family to find. Each picture is accompanied by a line such as "Guess what I want", "I'd love" and "I hope I get".

Online banner advertising will direct users to a site enabling them to e-mail subtle hints to their friends.

Project: Passive smoking kills
Client: Paul Gauntlett, director of development, the Roy Castle Lung
Cancer Foundation
Brief: Raise awareness of the dangers of passive smoking
Creative agencies: Clemmow Hornby Inge, Hall Moore CHI
Writer: Laurie Smith
Art director: Adam Arber
Media agency: n/s
Media planner: n/s
Exposure: Virals, radio, regional posters, ambient


Clemmow Hornby Inge and Hall Moore CHI have launched a campaign highlighting the dangers of passive smoking for the Roy Castle Lung Cancer Foundation.

Two viral films at feature scenarios to show that 80 babies die in the UK each year as a result of their parents' smoking.

In one, a mother throws a match into her baby's pram after lighting a cigarette. It catches fire, but she ignores the flames while finishing her cigarette. In another, a parent allows her pram to roll down a hill while she lights up.

The ads are backed with radio, press and online activity.

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