The Work: New campaigns - UK

Project: Volvic volcanicity
Client: Patrick Kalotis, sales and marketing director, Danone
Brief: Communicate more clearly than ever before what "volcanicity"
means and that Volvic comes from volcanoes
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Jonathan Thake, Lee Tan
Art directors: Jonathan Thake, Lee Tan
Planner: Jeremy Poole
Media agency: Mediaedge:cia
Media planner: Jeremy Poole
Production company: Blink
Director: n/a
Editor: TVC
Post-production: Framestore CFC
Audio Post-production: Soho Studio
Exposure: National TV, radio


Animated characters take us back to dinosaur days in Rainey Kelly Campbell Roalfe/Y&R's first work for Volvic since its appointment by Danone in 2006.

Evolving the idea of "volcanicity", the TV commercial features a talking volcano and Tyrannosaurus, who, in their discussions, hammer home the point that Volvic is filtered through volcanic rock. The result? Pure hydration that prompts the roar of: "Come on world, I'll have you for breakfast."

There are six TV executions in total, which will be supported by a poster campaign and website activity. The campaign replaces work by WCRS, which featured a pole-dancing cavewoman.

Project: Bmi time
Client: Andrew Dufty, general manager, marketing, bmi
Brief: Relaunch bmi as an airline for business-purpose travellers
Creative agency: Euro RSCG London
Writer: Tim Langford
Art director: Dave Burn
Planner: Alice Schaffer
Media agency: PHD
Media planners: Matt Sanders, Hugh Griffiths
Production company: Helen Langridge Associates
Director: Simon Ratigan
Editor: Bruce Townend
Post-production: The Mill
Audio Post-production: 750mph
Exposure: National TV


Bmi is launching its first TV campaign for six years, as part of a strategy to promote its punctual service and frequent-flyer rewards scheme.

The 30-second commercials emphasise the satisfaction people experience when time is on their side. They use the line "that's bmi time" to reinforce the claim that bmi is the most punctual airline flying out of London's Heathrow Airport.

The first ad opens on a man driving along a dark, rainy road, every traffic light he reaches then turns green. A voiceover says: "Every now and then time just seems to be on your side, and nothing is in your way. That's bmi time."

A second commercial promotes bmi's frequent-flyer reward scheme, by focusing on a man hitch-hiking on a freight train. The voiceover says: "Of all the time you spend travelling, it's the free rides you enjoy the most."

Project: Passat brand campaign
Client: Catherine Woolfe, marketing communications manager, Volkswagen
Brief: Reassert how the Passat stands for stability and integrity in a
world obsessed with fluff and nonsense
Creative agency: DDB London
Writer: Ben Tollett
Art director: Emer Stamp
Planner: Alex Huzzey
Media agency: MediaCom
Media planner: James Thomas
Production company: Partizan
Director: Eric Lynne
Exposure: National TV


Therapists are made to endure the ramblings of middle-aged men coping with their mid-life crises in a sequel to Volkswagen's "great pretender" spot for its Golf marque. Set within the confines of a psychiatrist's office, a series of vignettes show patients trying to put the world to rights by talking through their various issues with a rock-solid therapist.

The ad depicts middle-aged men who lose their integrity attempting to embrace the fluff and nonsense of the modern world. This is in stark contrast to the self-assured psychiatrist who is, of course, a Passat driver. The campaign is backed by press and online activity.

Project: Heinz Salad Cream - pourable sunshine
Client: Mike Docherty, marketing manager for Salad Cream, HJ Heinz
Brief: Step out of the dark and into the light with Heinz Salad Cream
Creative agency: McCann Erickson London
Writer: Neil Clarke
Art director: Jay Phillips
Planner: Peter Wilson
Media agency: Vizeum
Media planner: Paul Hutchison
Production company: Gorgeous Films
Director: Vince Squibb
Editor: Paul Watts, The Quarry
Post-production: The Mill
Audio Post-production: 750mph
Exposure: National TV, outdoor


This new campaign for Heinz Salad Cream heralds the arrival of summer with a campaign led by the idea of "pourable sunshine".

Drawing parallels between the taste of salad cream and the uplifting warmth of an English summer, the campaign comprises three press executions, six-sheet posters and a 60-second television spot that captures the reverie of summers past.

The ads target young couples and mothers, and aims to encourage them to reappraise a classic English brand for today's eating occasions.

Project: Spring home press
Clients: David Sinfield, head of category marketing; Jemma Salem,
marketing manager, John Lewis
Brief: Showcase the John Lewis home range for spring
Creative agency: Lowe London
Writer: George Prest
Art director: Johnny Leathers
Planner: Tracey Follows
Media agency: Manning Gottlieb OMD
Media planner: Paul Knight
Photographer: Mark Mattock
Post-production: TAG
Retouching: TAG
Typographer Dave Towers
Exposure: Press


Homeware in unusual outdoor settings is the theme of this springtime campaign for John Lewis.

Launching in national newspaper weekend supplements from 21 April, the campaign taps into the spirit of the season with executions that feature saucepans, towels and tableware set in striking backdrops of the English countryside. Text accompanies the images to set the tone and describe the products on offer.

The campaign consists of three double-page spreads: one for linens and towels, one for tableware and one for pots and pans.

Project: Celebrity eats
Client: Chris Wainwright, head of communications, School Food Trust
Brief: Encourage primary and secondary school pupils to eat healthier
through celebrity association
Creative agency: The Lab
Writer: Adam Clyne
Art director: Greg Lappage
Planner: The Lab
Media agency: n/a
Media planner: n/a
Photography Getty Images
Retouching: In-house
Exposure: School canteens across UK primary and secondary schools


Andrew Flintoff and Frank Lampard are among the celebrities enlisted to feature in the latest campaign for the School Food Trust, the body responsible for revolutionising children's school dinners.

As well as sports stars, the poster ads showcase celebrities including the presenters Myleene Klass and Konnie Huq and the cartoon characters Charlie and Lola to target primary and secondary school audiences.

The campaign aims to link a healthy approach to eating with an active lifestyle. One execution features Lampard on the football pitch, with the accompanying quote: "A healthy diet means I can be at the peak of fitness for every game." Another poster, aimed at primary school children, features the pop group Bel's Boys, who say: "If we didn't eat well, we'd run out of steam."

The campaign will appear in school canteens nationwide later this month to encourage children to try healthier food options.

Project: Spring campaign
Client: Scott Jefferson, marketing director, Greggs
Brief: Reinforce Greggs' brand proposition as the "baker fresh on the
Creative agency: Propaganda
Writer/art director: John Dean
Planner: Amelia Hibbs
Media agency: AW Media
Media planner: Katy Websdell
Production company: Chief
Director: Ben Tongue
Editor: Tim Fulford
Post-production: Cut & Run
Audio Post-production: 422
Exposure: National TV, radio, online, outdoor


Greggs has obtained the services of the comedian and Phoenix Nights star Paddy McGuinness to front a £3 million integrated campaign created by Propaganda, its newly appointed agency.

With the strapline "Greggs the bakers - ready when you are," McGuinness features in a number of comical scenarios as a city wideboy unable to resist the temptation of Greggs' freshly baked goods.

The "Mauritius" spot sees McGuinness contrast the paradise of the volcanic island to what's on offer at Greggs. The ad campaign follows a challenging year for the chain, which saw annual profits drop by 13 per cent to £43.7 million.

Project: Humdrum Idol
Client: Paula Wyatt, senior brand manager, Schwan's
Brief: Create an interactive website to complement the American Idol
sponsorship idents developed by BDH\TBWA and the on-pack promotion
devised by Tequila\Manchester
Creative agency: Digerati\
Writers: Anthony Jones, Gary Hulme
Art director: Anthony Jones
Planners: Ollie Harridge, Neal Andrews
Media agency: n/a
Media planner: n/a
Exposure: Online


Schwan's is backing the Chicago Town sponsorship of American Idol with a competition drawing on its "Humdrum Idol" idents, created by BDH\TBWA.

Its sister agency Digerati\ has launched an online hub,, based on the fictional town of Humdrum and the talentless characters auditioning for fame with their dire acts. The site allows users to upload their own Humdrum Idol auditions via a customised YouTube group, and set it up so that viewers can rate the auditions. The incentive to enter the competition is a chance to win a trip to Los Angeles and $1 million cash.

Project: Mission improbable
Client: Clive Briscoe, group sales and marketing director, Littlewoods
Brief: Communicate that Littlewoods sells big brand names in a modern
and fashionable way
Creative agency: WCRS
Writer: Tori Flower
Art director: Oli Beale
Planner: Liz Steadman
Media agency: Carat
Production company: Partizan
Director: Traktor
Exposure: National TV, press, poster, online


Littlewoods Direct has launched a new TV campaign featuring the TV fashion advisors Trinny and Susanna.

Created by WCRS, the ad promotes Littlewoods as the home of desirable clothing brands at high-street prices.

Shot in a James Bond style, it shows the duo getting into trouble - while, of course, offering a fashion tip or two - as they attempt to break into the heavily secured "new season's fashion" enclosure in Littlewoods Direct's headquarters, which is perched on a remote island.

The TV ad is part of a wider campaign that will include press and poster ads, as well as online advertising.