The Work: New campaigns - UK

ONE TO LOOK OUT FOR - VOLKSWAGEN GOLF - GREAT PRETENDER 2007
CREDITS
Project: Volkswagen Golf, Great Pretender 2007
Client: Catherine Woolfe, marketing communications manager, Volkswagen
Brief: Improve brand loyalty among Golf drivers
Creative agency: DDB London
Writer: Sam Oliver
Art director: Shishir Patel
Planner: Justin Holloway
Media agency: MediaCom
Media planners: Rob Birch, Faye Turner
Production company: Partizan
Director: Patrik Bergh
Editor: Steve Gandolfi, Cut & Run
Post-production: Framestore CFC
Audio Post-production: Blaze
Exposure: Terrestrial, satellite TV

THE LOWDOWN

This latest Volkswagen ad from DDB London follows the existential adventures of a City boy subsumed by his own image of success. Accompanied by The Great Pretender, we cringe at his larger-than-life workplace antics that smack of loneliness and desperation. The ad confirms this when - despite his self-perceived popularity - we see him powering on a treadmill and tucking into a takeaway for one.

Parking his convertible one morning, he catches his alter ego in the rotating door of the office. It is an understated character casually dressed, at ease with himself, and, unsurprisingly, a Volkswagen Golf driver. He drives into the distance leaving the wide boy to reflect on the man he could (or should) have been. The strapline is: "Golf. The power of understatement."

CHEESTRINGS - GOTTA DANCE
CREDITS
Project: Gotta Dance
Client: Liz Park, senior brands manager, Cheestrings, Kerry Foods
Brief: Position Cheestrings as a healthy snack for kids
Creative agency: Quiet Storm
Writers/art directors: Trevor Robinson, Becky Hamilton, Neal Coyler
Planner: Jon Howard
Media agency: Vizeum
Media planner: Michael McCoy
Production company: Quiet Storm Films
Director: Trevor Robinson
Exposure: National TV, cinema, online

THE LOWDOWN

Quiet Storm's spot for Cheestrings opens with the old-fashioned cues of school. They include flip-top desks, a class summoned to silence and a disciplinarian serving up equations. Suddenly, a hyperactive child, spurred by the lunch bell and the sight of Cheestrings, leaps up and bursts into the song Gotta Dance from Singin' in the Rain. He then proceeds to front-flip towards the dining room, slides down the dinner table and finally catches up with his friend over the snack. The ad ends with the strapline: "Cheestrings. You just gotta."

The Cheestrings brand is worth £50 million and occupies a quarter of the UK cheese snacks market.

COI - TALK TO FRANK
CREDITS
Project: Talk to Frank
Clients: COI, Home Office, Department of Education and Skills,
Department of Health
Brief: Redesign the talktofrank.com site to be in line with the new look
and feel, and introduce new content areas to engage the users and give
them a reason to come back to the site
Creative agency: Dare
Writer: Yasmin Quemard
Art directors: Tim Palmer, Shaun Ramsey, Dave McNulty, Kooch Chung
Planner: Jane Hovey
Media agency: I-level
Exposure: Internet

THE LOWDOWN

Dare has unveiled its redesign of the Frank information and advice website on behalf of four different government departments. A new number of interactive elements have been added, including a forum where users can upload and share thoughts anonymously.

A news forum has also been added that keeps visitors up-to-date on the latest issues relating to drugs.

Plans for podcasting are also underway and will be revealed later this month. The work will be handled by Profero.

Talk to Frank currently attracts around 270,000 visitors a month.

COCA-COLA - BUY A PLAYER
CREDITS
Project: Buy a player
Clients: Simon Freedman, brand experience manager; James Williams,
senior brand experience manager, Coca-Cola
Brief: Promote Coca-Cola's "buy a player" promotion
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Vizeum
Media planner: Matthew Hook
Production company: Hotspur and Argyle
Director: Theo Delaney
Audio Post-production: Wave
Exposure: Internet, Soccer AM

THE LOWDOWN

These virals for Coca-Cola's "buy a player" promotion see the chairmen of English football clubs take to the street to spread the word.

Accompanied by a guerrilla film crew, we see an array of football's bigwigs trying to galvanise fan participation for a £10 million club giveaway.

Some of the ridiculous promises they make include having the club crest tattooed on their arm, pushing a black pudding across the pitch and getting a full body wax. The films are accompanied by radio commercials.

VIRGIN TRAINS - SPRING CAMPAIGN
CREDITS
Project: Virgin Trains spring campaign
Client: Craig Inglis, sales and marketing director, Virgin Trains
Brief: Concentrate on Virgin Trains' environmental and value credentials
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Ben Hartman
Art director: Neil Durber
Planner: Lucy Howard
Media agency: Manning Gottlieb OMD
Media planner: Claire Marker
Production company: Airside
Director: Airside
Post-production: Rushes
Audio Post-production: Grand Central
Exposure: TV

THE LOWDOWN

The new spring TV campaign for Virgin Trains follows on from the "valuable thinking time" spots and takes the fight to other forms of domestic transport. Using factual evidence to push the benefits of Virgin Trains, the ad proudly states that "Pendolino trains emit 76 per cent less CO2 than cars or domestic flights", as well as extolling the merits of cheaper fares with advanced booking. The campaign is typographically driven and uses a three-colour scheme of red, black and white. There are four executions, which all close with the strapline: "Love every second."

The launch of the work has been delayed following last week's fatal train derailment.

TOURISM IRELAND - DISCOVER IRELAND
CREDITS
Project: Discover Ireland
Client: Vera Stedman, deputy director, head of marketing, Tourism
Ireland
Brief: Tap into the interest that St Patrick generates in all things
Irish and persuade more people to visit Ireland
Creative agency: JWT
Writer: James Humphreys
Art director: Craig Hunt
Planner: Ilona Casey
Media agency: MindShare
Media planner: Johan Hargreaves
Photographer: Perry Ogden
Retouching: company Lightbulb
Exposure: Cross-track 48-sheet posters in the London Underground

THE LOWDOWN

Ireland will celebrate St Patrick's Day on 17 March. In the run-up to this, JWT has created a poster campaign for Tourism Ireland, which pushes the fresh air, open space and sublime landscapes of regions including Galway's Aran Islands and the Glenveagh National Park in County Donegal. Running on cross-track posters across London Underground, the campaign encourages commuters to find the hidden St Patrick symbol and post their answers online in order to win a holiday. The strapline for the campaign is: "Your very own Ireland."

CARPHONE WAREHOUSE - THE GEEK SQUAD
CREDITS
Project: The Geek Squad
Client: Tristia Clarke, group marketing director, Carphone Warehouse
Brief: Launch The Geek Squad in the UK
Creative agency: Clemmow Hornby Inge
Writer: Liam Donnelly
Art directors: Dave Farley, Phil Holbrook, Manuella Barbosa
Planner: Oliver Egan
Media agency: Naked Inside
Media planner: Tim Alnutt
Photographer: Seamus Ryan
Exposure: Digital, press, poster, in-store, DM, cinema, ambient

THE LOWDOWN

The Geek Squad are a bunch of unashamed technogeeks offering 24-hour technological support. Following the concept's success in the US since 1994, trials in West London start this month backed by a poster campaign in the store windows of Carphone Warehouse. Adopting a wry tone, the campaign aims to introduce humble and helpful geeks who pride themselves on helping the technophobes among us. Following the test, a national roll-out will include a website, virals, press, cinema and outdoor elements.

CITROEN - CITROEN C4 PICASSO DIRECT MAIL PACK
CREDITS
Project: Citroen C4 Picasso direct mail pack
Client: Mike Ibbett, marketing director, Citroen
Brief: Launch Citroen's C4 Picasso
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art directors: Jamie Tierney, Paul Davies
Planner: Phil Cragg
Designer: Brad Saunders
Photographer: Paul Bussell
Exposure: Direct mail

THE LOWDOWN

Citroen UK's new DM campaign puts the receiver in the driving seat of the C4 Picasso. Primarily targeting multi-purpose-vehicle owners and affluent car drivers, the pack illustrates the benefits of the C4's panoramic windscreen with a poster that folds out to reveal sublime views of lakes and mountains. For the more practically minded driver, the side views of a Waitrose car-park and the school crossroads illustrate the family benefits of the C4. The pack also includes a portion that can be returned for a test-drive or a brochure. The strapline is: "See more. Seat more."

DIVINE CHOCOLATE - LIKE LOVE ONLY MORE SO
CREDITS
Project: Like love only more so
Client: Charlotte Borger, head of communications, Divine Chocolate
Brief: Communicate Divine Chocolate's great taste and fair trade
credentials, as well as support the launch of the new packaging
Creative agency: St Luke's
Writers: Eloise Smith, Nat Frizzi
Art director: Jamil Bhatti
Planner: Simon Gottschalk
Illustrator: Linn Olofsdotter
Media planner: Toby Bowerman
Media agency: Goodstuff Communications
Exposure: Monthly magazines, national press weekend supplements

THE LOWDOWN

This campaign by St Luke's likens the experience of eating Divine fair trade chocolate to that of being in love. It uses straplines such as: "Like a whirlwind affair but rather more ethical" and "Like a secret admirer that fits in your handbag." The campaign will run in women's magazines and weekly newspaper supplements throughout March.