The Work: New Campaigns - UK

Project: Chase your dreams
Client: Kay Hoffmann, head of global advertising and innovations,
Brief: Demonstrate how the team and drivers have made the most of their
lives and promote Vodafone's sponsorship of the Vodafone McLaren
Mercedes team
Creative agency: Dare
Writer: Carina Martin
Art directors: Eduardo de Felipe, Alex Braxton
Planner: Toby Horry
Media agency: OMD
Media planner: n/s
Production company: Dare
Director: Perry Price
Exposure: Online


As the outstandingly precocious Lewis Hamilton and his rocket-like McLaren team-mate, Fernando Alonso, rip up the Formula One world, Dare has produced some superlative rich-media ads and a dedicated website designed to bring the pair's fans closer to their heroes.

The idea behind the overall campaign, which was also used by Bartle Bogle Hegarty in its recent TV work, is to try to encourage people to chase their dreams.

Four interactive ads, which have been seeded on a number of websites, demonstrate how the pair chased their dreams to end up where they are today.

On "go-kart" (, a boy sits in a cart in a park. The user then controls a pair of gloved hands to push him down a hill. In "box cart" (, the user becomes the child and drives a kart around a track.

As the videos finish, the vehicles morph into the full size McLaren F1 cars and speed off into the distance.

As the F1 season progresses, the drivers will also be sending in-depth updates of their performances and experiences from wherever they are in the world to registered users. This will also include photos that can be sent on text alerts.

Project: Get your edge back
Client: Dan Scott, senior brand manager, GlaxoSmithKline
Brief: Demonstrate how Lucozade Energy can help you overcome everyday
energy lulls
Creative agency: M&C Saatchi
Writers: Mark Goodwin, Luke Boggins, Ian Brasset
Art directors: Dan McCormack, David Anderson
Planner: Anna Donaghey
Media agency: MediaCom
Media planner: Clay Gill
Production company: Smith and Sons Films
Director: Ulf Johansson
Post-production: The Moving Picture Company
Exposure: Cinema, outdoor


GlaxoSmithKline is imploring UK citizens to get their edge back before the country falls into rack and ruin, and it suggests they do this by drinking Lucozade.

In a 40-second cinema spot, created by M&C Saatchi and backing a recently launched poster campaign, a number of British citizens are shown bungling their jobs because they have lost their edge.

Filmed in the style of a public information broadcast, the ad consists of quick-fire vignettes showing various scenes. In one, a plasterer finishes a wall only for his mate to open a door he has plastered over. Another features a Plymouth-based demolition team which accidentally blows up a van instead of a building owing to "lamentable edgelessness".

Project: Sense-less
Client: Nick Connolly, corporate partnerships fundraiser, Sense
Brief: Create an awareness campaign for the charity Sense, raising
awareness of deafblindness, accessibility online and get people to
recycle their mobiles to raise funds for the charity
Creative agency: Sense Internet
Writer/art director: Tony Jacobs
Planner: n/a
Media agency: n/a
Media planner: n/a
Designers: Matt Tarbitt, Jon Barnes
Exposure: Online


Sense, the UK deafblind charity, has launched an online campaign designed to raise funds by encouraging mobile phone owners to recycle their phones.

The web development agency Sense Internet has created the activity, which features an online game called "sense-less" ( The game involves clicking alternate coloured screens on depictions of mobile phones and links to a download of a freepost address label so that players can send in their mobiles for recycling.

Orange, Persimmon Homes and Magic Taxi are introducing a viral element to the campaign by e-mailing their staff to encourage them to play.

The online work follows Sense's decision to become the first UK charity to promote mobile phone recycling. For each phone donated, the charity will receive between £1 and £100 depending on the model.

Project: Are we taking the dis?
Client: Agnes Fletcher, assistant director of communications, Disability
Rights Commission
Brief: Raise awareness of the bullying experienced by disabled people on
a daily basis
Creative agency: McCann Erickson Communication House
Writers: Tim Reid, Ged Edmondson
Art director: Richard Irving
Media agency: Carat
Media planner: n/s
Production company: Hungry Man
Director: Paul Gay
Editor: Adam Spivey, Speade
Post-production: The Mill
Audio Post-production: 750mph
Exposure: Cinema


McCann Erickson Communications House has created a 60-second film for the Disability Rights Commission.

The cinema ad is directed by Paul Gay and is voiced by Meera Syal. It highlights the daily abuse and bullying suffered by people with learning disabilities. It stars the actor Russell Ramsey and also sets out to challenge myths about Down's Syndrome, demonstrating how able people with the condition can be.

The ad runs under the strapline "Are we taking the dis?" and is a follow-up to last year's national press, cinema and billboard campaign.

Project: Make it happen
Clients: Jim Marshall, head of group advertising; Peter Prince, group
brand manager, RBS
Brief: Differentiate RBS as a brand that performs for chief executives
Creative agencies: Play, M&C Saatchi
Writers: Jon Sharpe (Play), Simon Dicketts (M&C)
Art directors: Nick Hamilton (Play), Simon Dicketts (M&C)
Media agency: MediaCom
Media planner: Nick Zylik
Online designer Sami Ezzat-Agha
Exposure: Online, TV, press


Play has partnered with M&C Saatchi to create a microsite and digital campaign for Royal Bank of Scotland to visually reflect how actions speak louder than words. The campaign aims to position RBS as a bank that can "make it happen".

The ads are enhanced with a series of black-and-white photographs. These include a queue of suited New York executives all desperately trying to hail a cab. However, one resourceful punter takes the advantage with the help of a giant foam hand.

The ads will run as a series of mastheads that will rotate on the website throughout the year and direct users to a Play-designed microsite that can be found at

Project: Savvy
Client: Virgin Money
Brief: Demonstrate how Virgin Money is the "savvy" choice of financial
product through the use of the campaign characters
Creative agency: Glue London
Writers/art directors: Lisa Wallace, Alex de Castro
Planner: Carla Fox
Media agency: Manning Gottlieb OMD
Media planner: Caroline Clancy
Designer: Matt Verity
Exposure: Online


Mike and Harold, the characters from Virgin Money's television advertising, reappear in an online campaign created by glue London.

Harold - the gormless one of the pair - obstructs the information carried in the ads in various ways by lying in front of the words in the banner ads and by moving his pot plant in front of them in the skyscrapers.

Viewers can take their revenge, however, by rolling their mouse over the banners, which causes Harold to fall out of the ad to the bottom of the page. Other spots see "savvy" Mike dragging Harold out of the frame, or pushing his pot plant out of the way.

Project: Help shape the future of golf
Client: Chas Sharp, European marketing director, Callaway Golf Europe
Brief: Demonstrate that Callaway is leading the development of the game
Creative agency: Amp
Writers: Simon Haslehurst, Kristian Wheater
Art directors: Simon Haslehurst, Tim Shepherd
Planner: Craig Harries
Media agency: Manning Gottlieb OMD
Media planners: Andrew Mortimer, David Bratt
Retouching: company Blacksheep
Exposure: Press, ambient, online


The golf brand Callaway is attempting to engage golfers in a debate about the sport with a cross-media campaign through the start-up agency Amp.

At the heart of the activity is an online forum that encourages opinionated players to have their say ( To drive traffic to the site, Amp has created press and ambient activity that features Callaway's distinctive golf balls with hexagonal dimples and its golf clubs with square heads.

The press executions ask golfers whether Callaway's innovations have moved the game forward or harmed its future development. This leads golfers to the online forum, which debates wider golfing questions. The activity will run across 16 European markets.

Project: Real Photo Technology
Client: Will Rolls, digital marketing manager, Fujifilm UK
Brief: Promote Real Photo Technology to specific consumer sectors
Creative agency: Soup
Writer/art director: Mat Denney
Planner: Jake Hithersay
Media agency: Manning Gottlieb OMD
Designers: Mat Denney, Paul Joy
Exposure: Online


Fujifilm's latest online advertising campaign, created by Soup, appeals to human vanity.

Promoting the company's Real Photo Technology, which improves the quality of pictures, the campaign begins with a woman wearing a paper bag on her head because she is too shy to have her picture taken, especially with a poor-quality camera.

The viewer is drawn into taking the bag off the woman's head, although she keeps pulling it back. Eventually, the banner plays, promising that Real Photo Technology can make her photogenic, and she will look good in any shot.

Project: Formal childcare
Clients: Dan Pallett, DRM team head; Phil Myther, senior campaigns
manager, COI; Stephanie Brivio, policy manager, DfES
Brief: Communicate that formal childcare gives you and your children
Creative agency: Clark McKay & Walpole
Writer: Mark Blanchard
Art director: Mark Greenwood
Planner: Ben Rachel
Media agency: COI
Media planners: Paul Price, Frontline Media
Illustrator: Christiane Engle
Exposure: Six-sheets, bus panels, field sales, inserts, press,
door-drops, direct mail


The direct marketing agency Clark McKay & Walpole has created a campaign promoting formal childcare to lower-income families, for COI and the Department for Education and Skills.

The ads are created from the perspective of children, drawn in bright colours and fun situations. One ad reads "Mum goes to the office ... I go to Karate Aiiiiii-ya!", and another says: "Dad goes to work ... I go to cooking class Ta-dah." Each ad features the strapline: "Affordable childcare: great for kids, great for you."

The Government is committed to reducing the number of children living in workless homes.