The Work: New campaigns - UK

ONE TO LOOK OUT FOR - DoH - Condoms essential wear
Project: Condoms essential wear
Client: Department of Health
Brief: Normalise condom use and tackle growing rates of sexually
transmitted infections among 18- to 24-year-olds who are complacent
about having unprotected sex
Creative agencies: Delaney Lund Knox Warren & Partners (TV and press),
Grand Union (online)
Writers: Richard Holmes (TV), James Woods (online)
Art directors: Remco Graham (TV), Stuart Hallybone (online)
Planners: Charlie Snow, Sandya Piyasena (DLKW); Rob Forshaw (Grand
Media agencies: Naked, Carat (TV); i-level (online)
Production company: Thomas Thomas
Director: Kevin Thomas
Editor: Bryan Dyke
Post-production: Rushes
Exposure: TV, print, radio, online, ambient


Condoms are being positioned as "essential wear" in the Department of Health's latest campaign, which is designed to cut the rate of sexually transmitted infections among 18- to 24-year-olds.

TV and press ads, created by Delaney Lund Knox Warren & Partners, and supported online through work by Grand Union, encourage young people both to carry condoms and to use them.

The TV ad shows an amorous couple canoodling in a bar and then ending up in bed together. Close-ups of their clothing labels and jewellery reveal the names of sexually transmitted infections instead of brands. The ad ends with the line: "Condoms. Essential wear."

The online ads continue this theme. One skyscraper shows the legs of a woman who is wearing a skirt. Text then invites you to "roll over to see what I've got". On command, the woman spreads her legs to reveal the word "gonorrhoea" printed across the front of her knickers.

Ambient media in bars and clubs reminds people to carry condoms at the point when they may be close to embarking on a sexual encounter.

Government research shows that 90 per cent of girls and 70 per cent of boys own a pair of special "pulling pants", but fewer than 20 per cent carry a condom.

Project: The Famous Grouse Christmas campaign
Client: Gerry O'Donnell, brand director, Famous Grouse, The Edrington
Brief: Move the Famous Grouse campaign on
Creative agency: Abbott Mead Vickers BBDO
Writer: Alan Foster
Art director: John Scully
Planner: Michael Davidson
Media agency: Mediaedge:cia
Media planner: Nicole Schneider
Production company: Framestore
Director: Jerry Hibbert, Hibbert Ralph Animation
Post-production: Framestore
Audio post-production: James Saunders, Jungle Studios
Exposure: National TV


The Famous Grouse is aiming to position the spirit as the ideal seasonal drink - and Christmas gift - with a new TV campaign from Abbott Mead Vickers BBDO.

The campaign comprises two 20-second and two ten-second humorous executions. Each one promotes different attributes of The Famous Grouse and aims to position the drink as a quality whisky.

The first 20-second ad shows The Famous Grouse character perching on the front of a Rolls-Royce, in place of Rolls' "Spirit of Ecstasy" mascot. The ad ends with the line "perfectly balanced." In the second ad, called "perfectly composed", the grouse gets caught up in a blizzard. As the storm calms, the bird shakes itself off and regains its composure.

In the first of the ten-second spots, the bird struts down the red carpet like a celebrity. In the second, only the grouse's wandering eyes are shown in a blackened room. The ads conclude with the captions "A List" and "Nightcap" respectively.

Project: Premium Economy cinema
Client: Alison Copus, director of marketing, Virgin Atlantic
Brief: Promote the new Virgin Atlantic Premium Economy service and seat
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Mike Boles, Jerry Hollens
Art directors: Mike Boles, Jerry Hollens
Planner: David Golding
Media agency: Manning Gottlieb OMD
Media planner: Kathryn Hughes
Production company: RSA Films
Director: Brett Foraker
Post-production: The Mill
Audio post-production: Wave
Exposure: UK cinema


Rainey Kelly Campbell Roalfe/Y&R's new spot for Virgin Atlantic promotes the airline's new Premium Economy service and seating. The ad opens with a man who is sitting in a cramped cinema. His neighbours are either eating, sleeping or snogging. As the man continues to watch his film, the seats around him begin to move, creating space between him and his fellow cinema-goers. Finally, the man's own chair expands, and the cinema transforms into a Premium Economy cabin of a Virgin Atlantic jet.

Project: Starlings
Client: Andy Cray, brand director, Carling
Brief: Demonstrate that things are better together
Creative agency: Beattie McGuinness Bungay
Writer: Trevor Beattie
Art director: Bill Bungay
Planner: David Bain
Media agency: Vizeum
Director: Bill Bungay
Editor: Barrat Heathcote
Post-production: Rushes
Audio post-production: 750mph
Exposure: National TV, cinema, outdoor and online


Coors Brewers is putting £14 million behind a new advertising campaign which positions Carling as a beer for everyone.

The ad, Beattie McGuinness Bungay's first for Coors, features a flock of starlings in flight as a metaphor for friends spending time together.

It opens with two starlings sitting together in a tree, when they spot a swarm of other birds. They join them and swirl through the sky in time to the backing track Living For The Weekend, by Hard-Fi.

BMB won the business in May. It was previously with Leith for five years.

Project: Lynx Blow
Client: Lauren Gold, brand executive, Lynx
Brief: Reward Lynx consumers with great interactive content and build
brand fame online
Creative agency: Dare
Writers: James Cooper, Alistair Robertson
Art director: Flo Heiss
Production company: Park Village
Directors: Duncan & Pearson
Post-production: The Difference Facility
Exposure: Online


Dare has created another saucy viral campaign for Lynx as a follow-up to last year's popular "feather" campaign. The viral aims to raise awareness of the Unilever-owned male fragrance.

Building on the idea that Lynx gives young men outrageous sexual prowess, the interactive campaign, set in a blustery winter scene, invites users to blow into their computer microphone, making the clothes of a young woman magically fly off. The woman also reacts by doing a dance, blowing back and falling over in the snow.

An e-mail has been sent to a database of around 120,000 men, which directs them to the website where they can view the viral. It will also be seeded on various blog sites and message boards.

Project: Subtitles
Client: Kevin Banfield, head of marketing, Cadbury Trebor Bassett
Brief: Explain the product, make it desirable and give it context. Get
target audience to try Snaps next time they are looking for a snack or
treat for a social occasion
Creative agency: Publicis
Writer: Gary Turner
Art director: Jamie Marshall
Planner: Wendy Lanchin
Media agency: Starcom
Media planner: Matt Wilson
Production company: Hungry Man
Director: Paul Gay
Editor: Joe Parsons, The Whitehouse
Post-production: TK, The Mill; online, Finish Post
Audio post-production: Wave
Exposure: National TV


Cadbury is relaunching its Snaps brand with a TV campaign that focuses on the idea that, while they are made for sharing, no-one wants to.

The 30-second spot, created by Publicis, shows three women drinking coffee, while the hostess reluctantly gets out her Snaps. As the friends share them, their conversation remains sunny and friendly. However, their true feelings flash up on-screen.

In one scene, a friend apologises for taking five Snaps, while the subtitles read: "Brilliant, I've got five." Her companion thinks: "Wish I'd thought of that." The hostess says: "Don't worry," but actually thinks: "Greedy witch."

The spot ends with the line: "Made for sharing," which is subtitled with the line: "Made for you."

Project: Doubt kills
Client: Betty McBride, director of policy and communications, British
Heart Foundation
Brief: Highlight the dangers of ignoring chest pains, a common symptom
of a heart attack
Creative agency: TBWA\London
Writers: Adam Chiappie, Matt Saunby
Art directors: Adam Chiappie, Matt Saunby
Planner: Dan Joseph
Media agency: Manning Gottlieb OMD
Media planner: Chris Ware
Photographer: Alan Mahon
Photographer's agency: Horton-Stephens
Retouching: Alan Mahon
Exposure: National posters, press, radio, DM, leaflets


The British Heart Foundation is attempting to reduce heart attack fatalities with a campaign that encourages people to dial 999 if they experience chest pains.

TBWA\London has created a press and poster ad that targets those aged over 45. It shows an arresting image of a man whose chest appears to be constricted by a belt made out of his own flesh.

Large bold text reads: "A chest pain is your body saying call 999." The ad also carries the line: "Doubt kills. Call 999 immediately."

The creative idea is based on the theory that the average two-and-a-half hours it takes to receive treatment could be reduced if people reacted the moment they experience a symptom. The ads will run for a year.

Project: Learn to love your mortgage
Client: Jayne Sankoh-Beacon, marketing manager (borrowing), Egg
Brief: Establish a creative platform that expresses the idea that
mortgages don't have to be "big and scary"
Creative agency: Claydon Heeley
Writer: Kristian Wheater
Art director: Simon Hazlehurst
Planner: Maureen Cuddihy
Exposure: Advertorial, direct response, online, ambient


Egg is promoting its mortgages with an integrated campaign developed by Claydon Heeley.

The campaign seizes upon Egg's quirky positioning with a new brand icon called the Mortgage Monster - which represents how changing a mortgage can be a frightening prospect - but is in fact a helpful, friendly beast.

The ad runs with the line: "When you're happy, they're happy. See? They're big softies really." The campaign is running in the press and online, and being supported by a large-scale internal staff communications programme.

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