The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - PLAYSTATION 3 - THIS IS LIVING
CREDITS
Project: This is living
Clients: Darren Carter, vice-president brand marketing, Sony Computer
Entertainment Europe; Alan Duncan, marketing director, Sony Computer
Entertainment UK
Brief: Excite the public about PlayStation 3 and position it as an
entertainment supercomputer
Creative agency: TBWA\London
Writers: Tony McTear, Danny Brooke-Taylor, Richard Beesening
Art directors: Tony McTear, Danny Brooke-Taylor, Richard Beesening
Planners: Tom Morton, Daniel Joseph
Media agency: Manning Gottlieb OMD
Media planner: Claire Peters
Production company: MJZ
Director: Dante Ariola
Editors: Andrea MacArthur, Amanda Perry, Peepshow
Post-production: The Mill
Audio Post-production: Wave
Exposure: Pan-European TV, cinema, online, print

THE LOWDOWN

The wait is over. PlayStation 3 hit the shelves last week and, fittingly, this multimedia push from TBWA\London resembles the build-up to a springtime Hollywood blockbuster.

This branded TV trailer voyeuristically lures viewers into different rooms of a hotel, where an eccentric cast wrestle with their own existential foibles. They include Bruce Leghorn, the disgraced quiz-show host, who yearns for a return to his glory days; Lieutenant Kovac, the orphaned mercenary; Cherry the ambitious goggle-eyed blonde; and Hot Dog and Lucia, the exotic, passionate criminal-couple. All characters are linked in their quest to define the very essence of the campaign idea: "This is living." Viewers are encouraged to familiarise themselves further with the hotel through a link to the website, www.thisisliving.tv.

The advertising reaches its climax with a series of character sketches and an additional trailer. This will be followed by a TV and cinema campaign, breaking in May, and later, the full six-minute film, available on DVD covermounts on a number of independent film titles.

The pan-European campaign is a move away from PlayStation's former TV-centric strategy and incorporates more than 40 different pieces of content.

SHELTER - 1 IN 7 CHILDREN
CREDITS
Project: 1 in 7 children
Clients: Graeme Brown, director of communications, policy and campaigns,
Shelter
Brief: Drive awareness of the need for more social rented housing in
Britain and the plight of children suffering in bad housing
Creative agency: Hooper Galton
Writer: Maxine Hodgson
Art director: Rob Auton
Planner: Olivia Johnson
Production company: Ferocious Films
Director: Susannah Hayes
Exposure: Mobile viral, online, digital escalator poster sites

THE LOWDOWN

The homelessness charity Shelter is using digital escalator panels, leafleting, online advertising and a mobile viral execution to raise awareness of homelessness in a new campaign from Hooper Galton.

Designed for sharing via Bluetooth, the mobile viral opens on a young girl who appears to be trapped inside the phone. She bangs on the screen as if trying to escape, before the words "one in seven children are desperate to escape bad housing" appear. Recipients of the video are then invited to "text 'more homes now' to 87085".

The digital posters, leaflets and expandable skyscrapers on property sites follow a similar creative route.

CHRISTIE HOSPITAL - CANCER CHANCER
CREDITS
Project: Cancer chancer
Client: Rachel Daniel, head of marketing, Christie Hospital
Brief: Raise awareness of the early detection of cancer, which, in turn,
could save hundreds of lives every year
Creative agency: McCann Erickson Communications House
Writer: Dave Eyre
Art director: James Colton
Planner: Lisa Tomlinson
Media agency: Universal McCann
Media planners: Lisa Tomlinson, Kath Mainprize
Exposure: Outdoor, ambient elements including regional press ads,
door-drops, 48-sheet posters

THE LOWDOWN

Christie Hospital, an NHS trust, believes that around 500 victims of cancer could be saved each year if their symptoms are acted upon earlier. It has responded with a campaign that encourages people to consult their doctor immediately should they suffer any symptoms.

The campaign is encapsulated in the phrase "Don't be a cancer chancer", and uses simple silhouetted characters to raise awareness of the symptoms.

The campaign will be executed across a range of channels targeting the public in the North-West of England, including an innovative use of toilet paper printed with the line: "If you see blood here, see your GP."

RADLEY - TRULY RADLEY DEEPLY
CREDITS
Project: Truly Radley deeply
Client: Nick Vance, marketing director, Radley & Co
Brief: Create the debut advertising campaign for Radley, as part of the
strategy to build the upscale image of the brand
Creative agency: DDB London
Writer: Steve Chetham
Art director: Steve Chetham
Planner: Julian Calderara
Media agency: DDB London
Media planner: Suzanne Morgan
Photographer: Colin Campbell
Exposure: National press, monthly and weekly consumer titles

THE LOWDOWN

DDB's first campaign for Radley since winning the handbag account is a series of double-page-spread press ads designed to underscore the emotional attachment women have for their handbags.

Four executions aim to evoke a sense of nostalgia and reference the inspiration behind a number of different handbag designs. They introduce a new line for the brand: "Truly Radley deeply."

The campaign launches with the lead creative, called "lolly", in national weekend broadsheet supplements, followed by placement in a series of monthly and weekly glossy women's titles throughout April and May.

INDIGOFERRA - LOST SOULS
CREDITS
Project: Lost Souls
Client: Nick Stavrakakis, co-founder, Indigoferra
Creative agency: n/a
Brief: Launch Lost Souls
Writer: Paul Silburn
Art director: Lovisa Almgren
Media agency: n/s
Photographer: Nick Meek
Exposure: UK style magazines, viral internet, ambient media

THE LOWDOWN

The fashion distribution company Indigoferra is launching a new collection called Lost Souls, backed by an ad campaign created by the freelance creatives Paul Silburn and Lovisa Almgren with additional design work from Harriman Steel.

Indigoferra is targeted at former boarders and skaters who, while they still like clothes of their youth, want something a little more sophisiticated as they approach middle age.

Three executions depict Indigoferra-clad models lost in London locations.

The line will be sold in stores including Selfridges and Liberty, and the press campaign will be backed with viral and ambient media designed to reflect the brand's street heritage.

DEPARTMENT OF HEALTH - SECOND-HAND SMOKE
CREDITS
Project: Second-hand smoke
Client: Sarah Partridge, senior campaign manager, Department of Health
Brief: Communicate the dangers of second-hand smoke
Creative agency: Lean Mean Fighting Machine
Writers: Zoe Hough, Claire Baker
Art directors: Jonas Persson, Zoe Hough, Claire Baker
Planner: Tom Bazeley
Media agency: i-level
Media planner: Iain Matthews
Exposure: Internet

THE LOWDOWN

Lean Mean Fighting Machine has created an online campaign to communicate the fact that the majority of second-hand smoke is invisible.

The ads invite viewers to answer the question "I spy with my little eye something beginning with 'S'". After entering a series of incorrect answers, viewers can click on a "give up" button, which reveals that the correct answer is smoke, adding that you can't see it because 85 per cent of cigarette smoke is invisible.

Clicking the link to gosmokefree.co.uk provides more information about giving up smoking.

STRONGBOW - A-A-A-H-H
CREDITS
Project: A-a-a-h-h
Client: Stephen Mosey, marketing manager, ciders, Scottish & Newcastle
UK
Brief: Strongbow delivers the ultimate first-pint refreshment
Creative agency: St Luke's
Writer: Tim Collins
Art director: Mike Hughes
Planner: Dan Hulse
Media agency: Starcom Mediavest
Media planners: Sam Browne, Michaela Newton-Wright
Production company: Another Film Company
Director: Steve Reeves
Post-production: The Moving Picture Company
Exposure: National TV

THE LOWDOWN

St Luke's has repositioned Strongbow cider as a more refreshing pint than lager in a new TV campaign.

The ad is part of a £27 million investment in the brand from Scottish & Newcastle, in a bid to maintain its 71 per cent, market-leading share of draught cider.

The 30-second spot opens on three men ordering two pints of lager and a pint of Strongbow. Each lager drinker exhales with a sigh of satisfaction when he takes a sip of his beer. When the cider drinker tastes his drink, his sigh doesn't stop, prompting his friends to wave and click their fingers in order to get his attention.

The Strongbow drinker finally ends his breathy exclamation as he smiles, looks down appreciatively at his pint and enquires if anyone wants crisps.

TOMMY'S - THE BABIES THAT NEVER CAME, SAVING BABIES' LIVES
CREDITS
Project: The babies that never came, saving babies' lives
Client: Jane Brewin, chief executive, Tommy's
Brief: Raise awareness of the baby charity and the research it funds
Creative agency: JWT London
Writer: Richard Baynham
Art director: Ian Gabaldoni
Media agency: MindShare
Photographer: Nadav Kander
Exposure: Print and poster

THE LOWDOWN

Tommy's, the baby charity, is looking to pull at the heartstrings of the British public in a bid to raise awareness of the pain of miscarriage.

Research shows that one in five pregnancies ends this way, so JWT has created a set of poster ads with first-person accounts of real people who have been through the trauma. The executions are split into two. One half is long copy on a plain white background, while the other shows an image of the person writing, posing as if they were holding a baby.

COKE ZERO - ZERO
CREDITS
Project: Zero
Client: Cathryn Sleight, marketing director, Coca-Ccola UK
Brief: Establish Coke Zero firmly in the hearts and minds of the British
male
Creative agency: VCCP
Writer: Andy Mancuso
Art director: Ravi Beehary
Planner: Zoe Hamilton
Media agency: Vizeum
Media planner: Matthew Hook
Production company: Intro
Director: Julian Gibbs
Editor: Julian Gibbs
Post-production: Intro
Audio Post-production: Grand Central
Exposure: Soccer AM, terrestrial TV

THE LOWDOWN

Shoulder-drops around giant metal spikes, sliding challenges through razor-sharp spinning discs and a thunderous shot to destroy an Indiana Jones-style boulder are Wayne Rooney's latest moves for Coke Zero.

The ad, created by VCCP, is the next in a succession of executions featuring the Manchester United star, which are designed to reinforce the brand with British men.

The spot begins with Rooney collecting a ball and setting off towards the goal. He is confronted with a number of hazardous, and potentially deadly, obstacles, intended to signify the lengths defenders will go to to stop him. However, they all fail.

The ad will break on Sky Sports 1's Soccer AM before moving to terrestrial TV.