The Work: New Campaigns - UK

Project: Xmas lights
Clients: Martin Pugh, marketing director; Ailsa McKnight, head of
interactive; Dan Heale, head of media and marketing, Camelot
Brief: Tap into a special sense of anticipation at Christmas time and
encourage regular players to get excited and play a bit more this
Creative agency: Abbott Mead Vickers BBDO
Writer: Rob Webster
Art director: Chris Kelly
Planner: Davey Spens
Media agency: Media Planning Group
Media planner: Katie Chorlton
Production company: Thomas Thomas Films
Director: Jim Gilchrist
Editor: Suzy Davis, Final Cut
Post-production: Big Buoy
Audio post-production: Wave
Exposure: National TV


Camelot is putting £1.3 million behind an end-of-year campaign that encourages people to play the lottery more during the Christmas period.

The 30-second film, created by Abbott Mead Vickers BBDO, has been designed to create excitement and anticipation about Christmas and to show how winning the lottery could change someone's Christmas.

Shot in one take, and directed by Jim Gilchrist at Thomas Thomas Films, the ad shows a lottery winner's home. The house and garden are adorned with Christmas decorations and lights. They flash in time to the festive music playing in the background, dancing across the house and the garden, lighting up trees, different parts of the fence and a fake snowman. It ends with a voiceover delivering the line: "Imagine if you won this Christmas."

Camelot relaunched its advertising strategy in April when it ditched its "Lady Luck" campaign. It was replaced with a strategy that focuses on how winning the lottery makes people feel. The first ad, called "the big win", featured the animated character Milo, who finds a bag of smiles. The second, called "migrate", featured a flock of house bricks flying over a suburban community.

Project: Mumbai
Client: Breda Bubear, head of advertising and communications, Virgin
Brief: Raise awareness of Virgin Atlantic's daily route between Heathrow
and Mumbai. Make Virgin top of mind for Indian people flying "home"
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Robert Messeter, Michael Crowe
Art directors: Robert Messeter, Michael Crowe
Media agency: Manning Gottlieb OMD
Typographer: James Townsend
Photographer: Laurence Haskell
Exposure: Regional outdoor 48-sheets


Virgin Atlantic is promoting its daily flights to Mumbai with a poster campaign by Rainey Kelly Campbell Roalfe/Y&R.

The ad, which aims to raise awareness of this service against competition from established rivals, is primarily targeted at Indian people who fly home for Christmas.

The poster shows the night sky, which is in Virgin's trademark red instead of midnight blue. In the top right-hand corner in place of the moon is a half-eaten poppadom. The copy reads: "Mumbai. Every night."

Virgin Atlantic began flying to Mumbai in 2005. In the past two years, India has become the fourth-most popular long-haul destination after the US, Canada and the United Arab Emirates.

Project: Accidents
Clients: Tristia Clarke, director of communications; Zoe Dodds, brand
manager, the Carphone Warehouse
Brief: Launch the Cath Kidston Nokia handset range designed exclusively
for the Carphone Warehouse
Creative agency: Clemmow Hornby Inge
Writer: Angus Wardlaw
Art director: Alexei Berwitz
Planners: Rebecca Munds, Oliver Egan
Media agency: Matters Media
Media planner: Mike Hellens
Production companies: Knucklehead, Visual Art
Directors: Zak Emmerson, Dan Gifford
Exposure: National TV


Clemmow Hornby Inge's latest work for the Carphone Warehouse is a TV spot to promote the store's range of limited-edition Nokia mobile phones.

The Carphone Warehouse aims to repeat the success it enjoyed last year with the limited-edition Motorola Razr Pink phones. It has teamed up with the fabric and homeware designer Cath Kidston and offers two Nokia phones with specially designed fascias.

The 30-second spot features a number of women killing their mobile phones by various methods so they can order a new handset.

Project: New Ford Focus Coupe-Cabriolet launch
Client: Mark Simpson, director of marketing communications, Ford of
Brief: Launch the new Ford Focus Coupe-Cabriolet
Creative agency: Ogilvy Advertising
Writer: John Crozier
Art director: Dom Sweeney
Planner: Stephen Wallace
Media agency: MindShare
Media planner: Howard Title
Production company: Academy
Director: Jason Smith
Post-production: Framestore CFC
Exposure: Pan-European TV, press


Ford Europe is launching a pan-European TV campaign for its new Ford Focus Coupe-Cabriolet that aims to promote its eye-catching qualities. The 40-second spot, created by Ogilvy Advertising, is filmed in one continuous shot around a small Italian square.

A man walks past the car with its roof down. His gaze is caught and he narrowly misses a deliveryman pushing crates, who swerves out of his way, triggering a chain of accidents around the square. Bikes fall over, a melon rolls into a crowd outside a cafe and papers are blown over the street.

The sequence of events is repeated when the man walks past the car a second time, but this time its roof is up. The ad ends with the line: "You'll fall for it twice."

Project: Want respect? Use a condom
Client: Karen Gregory, marketing and communications manager, Department
for Education and Skills
Brief: Communicate to young people that you get respect from your peers
by using a condom
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard Warren
Art director: Paul Hancock
Planners: Charlie Snow, Sandya Piyasena
Media agency: Naked (planning)
Production company: Independent
Directors: The Guard Brothers
Exposure: TV, print, radio, ambient


The Department for Education and Skills is aiming to cut teenage pregnancies by emphasising that an important way for young people to gain respect from their peers is to use a condom. A campaign, created by Delaney Lund Knox Warren & Partners, focuses on the social consequences of unprotected sex.

Two 40-second ads run in tandem and focus on a boy recounting his sexual experiences at a party. In the first, the boy reveals that he used a condom the night before with his girlfriend, and gets a positive response from his peer group. In the second, his friends react negatively when the boy boasts about having had unprotected sex.

Meanwhile, his girlfriend and a friend clear up after the party. Her reactions change accordingly in each execution.

Project: Peeterman 4 per cent
Client: Lee Rolston, marketing manager, Stella Artois, InBev UK
Brief: Relaunch Peeterman Artois, one of the three Brasserie Artois
Creative agency: Lowe
Writers: Peter Reid, Carl Broadhurst, Simon Morris, Patrick McClelland
Art directors: Peter Reid, Carl Broadhurst, Simon Morris, Patrick
Planner: Helen Bichard
Media agency: Starcom Motive
Media planner: Howard Watson
Exposure: National outdoor


InBev is promoting its 4 per cent alcohol-by-volume lager Peeterman Artois to a young adult audience, with a modern-art style poster campaign by Lowe London.

Two executions show a glass of Peeterman and the word Artois, which is stencilled in one and painted in the other. Within the word Artois, "4%" has been disguised.

Peeterman Artois, the third lager in InBev's Brasserie Artois range, is a clear-filtered wheat lager with subtle notes of coriander.

It was first registered in 1794 and is named after St Peeter, the patron saint of Leuven, where the locals are still known as Peetermen. The Brasserie Artois range also includes Stella Artois and Artois Bock.

Project: Thames
Client: Graham Simmonds, chief executive, Trees for Cities
Brief: n/s
Creative agency: Bartle Bogle Hegarty
Writer: Ben Akers
Art director: Nadine Akle
Planner: n/s
Media agency: Viacom
Media planner: n/s
Photographer: Julian Wolkenstein
Exposure: 48-sheet cross-track poster sites


Bartle Bogle Hegarty has teamed up with Trees for Cities to create a London-centric campaign to raise awareness of the charity.

The poster campaign uses the iconic image of the course of the Thames, formed by the gaps between the branches of plane trees, to encourage Londoners to donate £20 to sponsor a tree.

The charity was established as Trees for London in 1993. It aims to plant one million trees in the capital by 2010 (so far, it has planted 350,000). It now has active projects in Manchester, Bristol, Leeds and Reading, and has embarked on international projects in cities including Addis Ababa and Bucharest.

Project: Launch
Client: Mini UK
Brief: Create an online advertising campaign to announce the launch of
the new Mini, with a distinct Mini tone of voice
Creative agency: glue London
Writers: Simon Lloyd, Christine Turner, Lisa Wallace, Alex De Castro,
Sam Shepherd, Sally Skinner, David Martin
Art directors: Simon Lloyd, Christine Turner, Lisa Wallace, Alex De
Castro, Sam Shepherd, Sally Skinner, David Martin
Planner: Miranda Ross
Media agency: Zed
Media planner: Daniel Sear
Exposure: Online


Glue London has created a series of online ads to support this November's launch of the new Mini. The campaign features a range of banners and skyscrapers, each of which promotes different features of the new car.

The first invites users to press an accelerator peddle. The resulting g-force alters the expression on the face of the man driving the car. The ad ends with the line: "Now with overboost."

In the second ad, users are invited to "take the strain" on a rope in the skyscraper ad attached to the Mini in the banner ad above. The car revs and pulls against the rope, eventually breaking free.

Another execution claims to reveal the new model, but when an ugly-looking car is unveiled, the words "just kidding" pop up and the real Mini appears.

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