The Work: New campaigns - UK

Project: Hands
Clients: Russell Jones, marketing director; Louise Curran, senior brand
manager, Guinness
Brief: Continue the award-winning "good things come to those who wait"
Creative agency: Abbott Mead Vickers BBDO
Writer: Tony Strong
Art director: Mike Durban
Planner: Ashley Alsup
Media agency: Carat
Media planner: Naomi Brooker
Production company: Uli Meyer
Director: Michael Schlingmann
Editor: Michael Schlingmann
Post-production: The Moving Picture Company
Audio Post-production: Wave
Exposure: National TV


Eight months after picking up the Grand Prix at Cannes for "noitulove", Guinness is set to hit the airwaves in February with the ad's follow-up.

However, instead of a grandiose affair with millions of pounds spent on months and months of post-production, "hands" is a quieter affair.

The 60-second spot is the story of a pair of hands which are waiting for a pint of Guinness. Using stop-motion animation, the hands begin to fidget by drumming their fingers and twiddling their thumbs. They then dextrously move through different signs, shapes and improbable actions backed by giddy music. At one point, the hands cheekily stick a middle finger up at the camera.

The final scene reveals a perfectly poured pint of the black stuff as the hands type the Guinness strapline: "Good things come to those who wait."

The ad is part of a £2.5 million campaign that includes TV, cinema, online and digital outdoor advertising in stadia, pubs and key London Underground stations.

IChameleon, AMV's digital shop, has also created a website where visitors will be able to make their own "hands" film and create their own music.

Project: Journeys
Client: Nigel Gilbert, group marketing director, Lloyds TSB
Brief: Launch Lloyds TSB's new advertising campaign and encompass its
whole group business
Creative agency: Rainey Kelly Cambell Roalfe/Y&R
Writer: Mark Waldron
Art director: David Godfree
Planner: David Golding
Media agency: ZenithOptimedia
Media planner: Mark Howley
Production company: Studio aka
Director/animator: Marc Craste
Exposure: National TV, outdoor, press, online


The latest campaign for Lloyds TSB is called "for the journey" and is designed to encompass all of the bank's group businesses. It is a follow-up to the "you first" campaign launched two years ago by the bank, and the first execution will be launched on 4 February.

Using 3D animation by the Bafta-winning animator/director Marc Craste, the ad follows a futuristic train called Black Horse which transports a couple on their journey through life, from meeting on the train, to their marriage, the purchase of a home, the birth of their daughter - who then goes through her life obviously costing the couple money - until they hit retirement.

The execution ends with the strapline: "Lloyds TSB, for the journey."

Project: Women's Aid
Client: Nicola Harwin, chief executive, Women's Aid
Brief: Get people talking about domestic violence
Creative agency: Grey London
Writers/art directors: Nicola Hawes, Andy Forest
Planner: John Lowery
Media agency: n/s
Media planner: n/s
Photographer: Rankin
Retouching: Rankin
Exposure: National press


Grey London has created a campaign for the national domestic violence charity Women's Aid. The print campaign aims to raise awareness of the problem of domestic abuse by using shocking images of celebrities to highlight the issue.

The print campaign focuses on celebrity culture to emphasise that if a public figure was suffering from domestic abuse, everyone would be aware of the issue. The poster executions show portrait images of various celebrities, including Gemma Kidd, Anna Friel, Fiona Bruce, Kate Thornton, Anne-Marie Duff and Miquita Oliver, with battered faces. Each hard-hitting poster carries the strapline: " What does it take to get people talking about domestic abuse?"

With fewer than half of all domestic abuse incidents being reported to the police, the poster executions aim to get people talking about the issue in order to support those in abusive relationships.

Project: Primeval
Client: Jackie Randhawa, brand controller, ITV
Brief: Kick off Saturday nights with a visually stunning, enthralling
drama, showcasing a central team of five modern-day heroes facing up to
dangerous and freaky monsters in a series of gripping encounters
Creative agencies: ITV Creative (on-air), M&C Saatchi
Writer: Catherine Farrow
Art director: Chaka Sobhani
Planner: David Wilding
Media agency: MindShare
Production company: ITV Creative
Director: Catherine Farrow
Post-production: Blue - George K for Telecine in Spirit
Audio post-production: ENVY
Exposure: National TV, outdoor, press


ITV Creative, the in-house production arm of ITV, has created a 60-second spot setting the scene and building the hype for its forthcoming sci-fi adventure drama Primeval.

It starts by introducing the five lead characters on an ordinary day. The paranormal element is introduced through a series of atmospheric fast cuts that focus on the protagonists' reactions as they travel through strange surroundings.

While this happens, a voiceover explains who they are and what their specialist field is. For example: "Abby, zoologist, likes yoga and lizards. She dissects dodos." Another says: "Connor, first year paleontology student, belongs to a chess club. Has defied an ancient creature."

The strapline is: "Time for adventure."

Supported by press and outdoor executions created by M&C Saatchi, Primeval airs on ITV1 on Saturday nights in February.

Project: See how it feels
Client: Suzanne Gray, advertising manager, BMW UK
Brief: Widen the appeal of the BMW brand
Creative agency: WCRS
Writer: Billy Faithfull
Art director: Ross Neil
Media agency: PHD
Media planner: Francis Ralston-Good
Production company: Wanted Films
Directors: Nick Thornton-Jones, Warren Du Preez
Editor: Christophe Williams, The Quarry
Post-production: Glassworks, Asylum
Exposure: National TV, cinema, press, online


WCRS's 2007 brand campaign for BMW aims to widen the appeal of the marque and grow its 4 per cent market share by revealing the pleasures that come from owning and driving one of its cars.

The 60-second TV and cinema ad bravely avoids Tuscan roads, grinning drivers and the current trend for not featuring the car at all. Instead, it attempts to describe what it actually feels like to drive a BMW by using a symphony of light backed with a modern reworking of Beethoven's Ninth Symphony by U.N.K.L.E.

Project: Tea running
Client: Hani Dabbagh, strategy and planning director, HP PSG Europe, the
Middle East and Africa
Brief: Highlight the versatility of HP's nx6326 laptop
Creative agency: Modem Media
Writer: James Thorley
Art directors: Ian Owen, Belle Briggs
Planners: Kevin Power, Tom Poynter
Production company: RSA Films
Director: Ronnie West
Exposure: Seeded via a number of video sites including YouTube, Google
video, Yahoo! video, Metacafe, MySpace, Lycos viral chart, and via PR
sites including and


Modem Media is promoting HP's nx6326 laptop with a viral ad that makes an action hero of the office tea boy.

In the viral, a woman boss tells her male office junior to make her a cup of tea, and have it ready before she gets back to her desk. He makes the tea, but not quickly enough - she's coming back. Not to be defeated, he takes the tea by the fastest route, which involves a Parkour (free running)-style journey, vaulting tables, spinning chairs, running up walls and somersaulting over filing cabinets.

The viral also includes an interactive component. Anyone sending the viral can enter their tea preference, which then shows up printed on a piece of paper within the film.

Project: Evening Standard
Client: Veronica Wadley, editor, Evening Standard
Brief: Demonstrate the premium position of the Evening Standard in the
afternoon newspaper market
Creative agency: The Law Firm
Writer: Brian Watson
Art director: Brian Watson
Planner: Robert Hamer
Photographer: Penny Cottee
Media agency: Starcom Mediavest
Media planners: Same Drake
Exposure: Roadside, London Underground, 48-sheet posters, mainline
stations, ambient


The Evening Standard is fighting back against the ubiquitous London freesheets.

A new campaign highlights its self-appointed status as London's quality newspaper, with the strapline: "There are papers. Then there are standards."

The advertising, which will have a presence in major London railway stations, appears as the Evening Standard launches an editorial campaign called "a seat for every commuter", which will lobby MPs and train operators.

The most recent Audit Bureau of Circulations figures showed the Evening Standard sold an average of 263,095 copies a day during December, down 3.4 per cent on the previous month.

Project: Cadbury's Creme Eggs
Client: Cadbury Trebor Bassett
Brief: Tell people Cadbury's Creme Eggs are back
Creative agency: CMW Interactive
Writer: Chris King Art director Will Miles Planner Ben Rachel
Media agency: Starcom Digital
Media planner: Des Bateman
Exsposure: Lycos, MSN, Yahoo!, The Sun website, The Mirror website,
MySpace, viral films on YouTube


CMW Interactive has created a new campaign around the website, where users can "goo bomb" a friend's house in a game that combines maps from Google Earth and a crosshair targeting system.

The user puts a postcode into Google Earth and can then fire Creme Eggs at the houses.

In another game, which can be played online or on a mobile phone, players have to stop the goo leaking out of a Cadbury Creme Egg.

The website is backed by YouTube activity, homepage takeovers, online advertising and e-mail marketing.

Project: Hellmann's Extra Light direct mail
Client: Nikolai Doll, brand manager, Unilever
Brief: Develop a New Year campaign for Hellmann's Extra Light
mayonnaise, to raise awareness of the new packaging and taste
Creative agency: Craik Jones Watson Mitchell Voelkel
Writer: Rebecca Rae
Art directors: Olu Falola, Peter Vincent
Planner: Caroline Parkes
Exposure: 250,000 direct mail packs nationwide from Unilever's database
of Hellmann's customers


Vital statistics are the theme of a new campaign for Hellmann's new Extra Light mayonnaise, and the basis of the latest DM campaign for the Unilever brand.

Craik Jones Watson Mitchell Voelkel is targeting fans of the original product with a mail pack that opens to reveal a mini coat hanger holding the brand's new label. The copy encourages Hellmann's fans to give their old jar a new look by sticking the label on it.

The pack also contains recipe ideas, an in-store promotion and a competition to win a fashion makeover.


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