The Work: New campaigns - UK

Project: Create your own Diet Coke break
Client: Cathryn Sleight, marketing director, Coca-Cola GB
Brief: Reinvent the Diet Coke hunk
Writers: Mark Orbine, Kim Gill, Mareka Carter
Art directors: Mark Orbine, Kim Gill, Mareka Carter
Planner: Zoe Hamilton
Media agency: Vizeum
Media planner: Sian Stevens
Production company: Knucklehead
Director: Joe Roman
Editor: Tim Thornton-Allen, Marshall Street Editors
Post-production: company Finish
Audio Post-production: 750mph
Exposure: National TV, cinema, outdoor, online and print


Diet Coke has finally put its shell-covered brand spokestortoise out of his misery, replacing him with a French hunk. The move sees Diet Coke refocusing on its female market, following last year's launch of the male-oriented Coke Zero.

Aiming to be a 21st-century reworking of the original 90s hunk, the execution introduces a trio of female office workers, and the object of their lust.

In this incarnation, three women enter a lift, each carrying a can of Diet Coke. After exchanging knowing looks it becomes clear that picking up office supplies or attending a four-hour meeting about paperclips is not the reason for the excursion.

One of the women stops the lift between floors and hits the emergency button to call for assistance. Within seconds the hunk, who is the lift engineer, lowers himself into their presence, much to the ladies' amorous delight.

The action is accompanied by the Etta James track I Just Wanna Make Love to You, which was re-recorded by Jocelyn Brown.

Project: Robopig Client Alison Wright, head of marketing, Egg
Brief: Demonstrate how Egg understands the consumer's need for long-term
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: MediaCom
Media planner: Suzanne Summers Production company Stink
Director: Ne-O
Editor: Tim Thorton Allen, Marshall Street
Post-production: Glassworks
Audio Post-production: Factory
Exposure: National TV


Mother's final work for Egg sees the scientific research team, resplendent with 70s sideburns, flares and computers, returning to Guinea Pig City to find out how the residents deal with the rigours of their modern lives.

To do this, they have created a covert operative called Robopig, a little blue robot with a guinea pig-style wig, whose mission is to go undercover, mingle with the real animals (and they are real animals) and study their habits.

The research concludes that all of the inhabitants of Guinea Pig City are looking for a credit card with O per cent interest on balance transfers and purchases.

The spot ends with Robopig enjoying a spot of windsurfing with his new guinea pig girlfriend. However, as he whips around a corner, his wig is blown off.

Project: Navy recruitment
Client: Directorate of Naval Recruiting marketing team
Brief: Create an online campaign to demonstrate the breadth of exciting
opportunities available within the Royal Navy
Creative agency: Glue London
Writers: James Leigh, Darren Giles
Art directors: Leon Ostle, Matt Verity, Ben Franken, Gordon Midwood
Planner: Miranda Ross
Media agency: I-level
Media planner: Alex Miller
Exposure: Online


Glue London has created an online ad campaign outlining some of the more exciting options available for people intending to sign up for a career in the Royal Navy.

One ad, promoting the career of air traffic controller, uses a mouse-controlled aeroplane that the user has to land on a moving runway.

In another execution, a banner reads: "Silver service is just one thing we'll teach you as a steward." When the viewer rolls the mouse over the banner, bullet holes appear and the sound of machine gun fire is heard. The banner then reads: "How to use a firearm is another."

In November, the National Audit Office revealed that the Royal Navy had 35,470 personnel, a shortfall of 1,310 people.

Project: Climate change
Client: Adeela Warley, head of communications, Friends of the Earth
Brief: Change students' perceptions of climate change
Creative agency: Clemmow Hornby Inge
Writer: Wayne Robinson
Art director: Matt Collier
Planner: Neil Goodlad
Media agency: Naked Inside
Photographer: David Harriman
Retouching: Loupe
Design: Dan Beckett
Exposure: National six-sheet posters


Friends of the Earth is launching a climate change campaign aimed at students - who are the least green of all demographic groups.

The press campaign, funded by the Department for Environment, Food and Rural Affairs, uses sexual humour to engage a younger audience and change their attitude towards climate change.

The posters, created by Clemmow Hornby Inge, focus on some of the greatest contributors to climate change - such as cars, aeroplanes and power stations.

In each execution their emissions are stopped by a strategically placed condom. They cover an exhaust pipe, a power station chimney and an aeroplane's jet engine.

Each execution carries the strapline "Protection against climate change."

The posters, which will run in universities across England, direct people to the website www.climate-

Project: Made of Japan
Client: Carsten Unbehaun, senior marketing manager, Asics Europe
Brief: Reinforce the brand's "made of Japan" credentials; challenge
misconceptions about Japanese culture
Creative agency: StrawberryFrog, Amsterdam
Writers: David Smith, Barry Smith
Art directors: Andrew Watson, Erik Holmdahl
Planner: Simon Neate-Stidson
Media agency: In-house
Photographer: Marcel Christ
Production companies: Inn, Circus
Director: Circus
Editor: Circus
Post-production: Circus, Magic
Audio Post-production: StrawberryFrog
Exposure: Global


A sculpture in the shape of a trainer (a Fabre 74, to be precise) made up of Japanese objects, including sushi, origami, Lucky Cats and urban vinyl toys, is the basis of StrawberryFrog's first campaign for the footwear brand Onitsuka Tiger.

Called "made of Japan", it is designed to challenge misconceptions about Japanese culture, while reinforcing the brand's Japanese heritage.

The sculpture, which will be transported around the world and displayed in major cities, has also been photographed for a press campaign that will appear in magazines around the globe.

It is also backed by a 30-second film showing the sculpture being made, with a bunch of animated objects battling each other to be part of the trainer.

The sculpture was a collaboration between the LA-based artist Gary Baseman and the Dutch photographer Marcel Christ.

Project: CSI: Crime Scene Investigation and Charmed
Client: James Kydd, managing director of marketing, Virgin Mobile
Brief: Demonstrate to young mobile users that Virgin Mobile is a
different type of network to the bigger more corporate ones
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers/art directors: David Gamble, Simon Labbett
Planners: Jon Tipple, Angie Ma
Media agency: Manning Gottlieb OMD
Production company: Partizan
Director: Frater
Exposure: National TV


Cavorting cocks, romping rabbits and puzzled pigeons star in a new set of idents supporting Virgin Mobile's sponsorship of the Living TV programmes CSI: Crime Scene Investigation and Charmed.

Created by Rainey Kelly Campbell Roalfe/Y&R, the five-second spots show animals behaving very differently to the way they would in the animal kingdom.

In "pigeon", a confused bird perches on the edge of a building talking into a mobile phone. He's saying: "I know I'm supposed to be in London right, mate, but I'm pretty sure I'm in Bologne. Or Dusseldorf. Oh gosh. Sorry."

In "rabbits", a male rabbit talks about how his "missus" is always "at it", while he prefers a cup of tea and a biscuit. In the background, another rabbit is humping his wife.

Project: It pays to be healthy
Client: James Perrin, acquisition marketing manager, PruHealth
Brief: Promote PruHealth's offer of rewarding healthy people with
discounted premiums
Creative agency: Rapier
Writers: David Prideaux, Ross Newton
Art directors: Kevin Bratley, Sarah Richards
Planners: Jo Harding, Henry Lambert
Media agency: MediaCom
Production company: Weilands
Director: Jeff Thomas
Editor: Richard Orrick
Post-production: The Mill
Audio Post-production: Soho Studios
Exposure: National TV, press, outdoor, online, DM


PruHealth is taking a stand on health issues by telling people "it pays to be healthy" in its latest campaign.

The work promotes the fact that its customers can get up to 30 per cent off their premiums if they stay healthy.

The 40-second TV spot comprises a series of vignettes showing people's efforts to get healthy.

One scene shows a fat man who, upon walking to the end of a high diving board, has second thoughts. As he turns around to climb back down, two boys block his escape route and he is forced to jump. Other sequences include a jogger in a park, a cyclist and someone having trouble with an exercise ball.

The action is overlaid with a voiceover by Martin Clunes, who outlines and explains the offer.

Project: Retribution
Client: Lisa Fielden, marketing manager, Toyota
Brief: Bring to life the emotional connection Yaris owners have with
their cars
Creative agency: Clemmow Hornby Inge
Writers/art directors Ewan Paterson, Matt Collier, Wayne Robinson
Planner: Tom Pinsent
Media agency: ZenithOptimedia
Production company: Partizan
Director: Dominic Murphy
Post-production: The Mill
Audio Post-production: 750mph
Exposure: National TV


Retribution, that's the name of the game here. If someone messes with your Yaris, you mess with them - and you bring the pain ten-fold!

The ads start with one half of a couple doing something nasty to their partner - then, in each one, the action cuts to a point before the main incident, when the person on the receiving end of the abuse disrespects their partner's car. In "paintball", two men are playing a war game. One man goes forward, shouting: "Cover me!" His mate does, but with a barrage of paint all over his back. It cuts to two hours before, where the victim of the shooting puts his muddy feet up on the dashboard of the shooter's Yaris.

Project: Food labelling
Client: James Brandon, head of marketing
Brief: Promote traffic-light themed food labels
Creative agency: United London
Writer: Paul Evans
Art director: Alan Burles
Media agency: ZenithOptimedia
Media planner: Emma Blake
Production company: n/s
Animator: 12foot6
Editor: n/s
Post-production: Rushes
Exposure: National TV


The Food Standards Agency is launching a campaign to promote its traffic light labelling system. The TV ad aims to raise awareness of the new colour-coded food labels, designed to help people make healthy food choices.

The ten-second spot, created by United London, shows a stickman jumping across the word "food" and eventually falling off. The circles of the "o"s and the "d" are filled with the colours red, amber and green. The voiceover, provided by Dawn French, says: "High, medium, low. It's a new labelling system on packs of food."

The system indicates which foods have high, medium or low levels of fat, saturated fat, sugar and salt.