The Work: New Campaigns - UK

ONE TO LOOK OUT FOR - Big Yellow Storage Co. - Get some space ...
Project: Get some space in your life
Client: Rob Strachan, marketing director, The Big Yellow Storage Company
Brief: Educate the UK market on storage and expand its relevance to
people's everyday lives
Creative agency: Clemmow Hornby Inge
Writers: Charles Inge, Ewan Paterson,
Art director: Charles Inge
Planner: Ben Southgate
Media agencies: Naked Inside, Matters Media
Media planner: Andy Griffin
Production company: Blink
Director: Dougal Wilson
Animation director: Drew Lightfoot
Editor: Dougal Wilson
Post-production: The Moving Picture Company
Audio Post-production: Anthony Moore, Factory
Exposure: National TV, press, online, regional radio, direct marketing,


Clemmow Hornby Inge is helping the US business The Big Yellow Storage Company raise its profile in the UK with a stop-motion ad.

The integrated campaign is the agency's first for the company, and attempts to introduce its business proposition to consumers in Britain, where the storage market has yet to attain the maturity it has on the other side of the Atlantic.

The ad shows the vast number of possessions we accumulate over the course of their lives, and demonstrates how so much space can be freed up by using storage, so people need not dispose of them.

Set in a bare room, the execution sees a literal tidal wave of belongings, such as children's toys, CDs, books, electrical equipment and even a piano, crashing in waves across the room and into the far wall.

The ad was made through stop-motion animation, and the shoot took 12 days to film, using 17,000 props and 375 metres of Velcro strip.

Project: Mr T "tank"
Client: Rankin Carroll, European brand director, Mars
Brief: Get young guys who are eating machines on the go to grab a
Snickers and get on with being a man by reminding them that Snickers is
on-the-go man fuel
Creative agency: Abbott Mead Vickers BBDO
Writer: Mike Sutherland
Art director: Anthony Nelson
Planners: Alex Lewis, Bridget Angear
Media agency: MediaCom
Media planner: Andy Walsh
Production company: MJZ
Director: Tom Kuntz
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


At last, someone has found a reason to get Mr T back on to our screens, as the new spokesperson for Snickers, to be precise - and the A-Team star doesn't disappoint.

The 80s TV legend crashes back into our consciousness, literally, in a tank, as he takes umbrage when a Sunday league footballer over-eggs an injury.

Having flattened two cars, Mr T crashes his vehicle through a wall and points its huge gun barrel directly in the bloke's face. Mr T then emerges from the tank with his trademark Mohican and dripping in gold. After ordering the man to stop his "jibber jabber", Mr T brands him a "crazy fool" and throws a Snickers at his head, before telling him he's going to "meet my friend Pain".

The ad also introduces a new tagline for the brand - "Get some nuts" - which Mr T bellows at the end.

Project: We live in Financial Times
Client: Frances Brindle, global marketing director, Financial Times
Brief: Update perceptions of the Financial Times and remind a broader
audience of its importance in the modern business world
Creative agency: DDB London
Writers: Adam Tucker, Steve Clarke, Will Lowe, Matt Lee, Thierry Albert,
Peter Heyes
Art directors: Grant Parker, Serge Pennings, Adam Tucker, Victor
Monclus, Damien Bellon
Planner: Graham Fowles
Media agency: BJK&E
Media planner: Chris Place
Exposure: National press


This poster campaign, created by DDB London, aims to demonstrate the breadth of content in the Financial Times, and highlights not only the depth of its coverage, but also lighter aspects of the newspaper that may surprise non-readers.

For example, Lucy Kellaway's column, a wry take on office life, shows a graphic of a novelty pen that dispels the idea of work fads and corporate myths. In another ad, the concept of mergers and acquisitions are shown through a series of sharks eating their smaller peers.

The campaign will be supported by direct marketing from Tullo Marshall Warren and a television ad by DDB London that will launch in May.

Project: Ford C-MAX
Client: Mark Simpson, director of marketing, Ford
Brief: Show that driving can still be fun for dads
Creative agency: Ogilvy Advertising
Writer: Kate Clough
Art director: Jo Griffith
Planner: Stephen Wallace
Media agency: MindShare
Media planner: Lisa Carlisle
Production company: Partizan
Director: Patrick Bergh
Editor: Struan Clay, Final Cut
Post-production: The Mill
Audio Post-production: Grand Central Studios
Exposure: National TV


This new campaign for Ford's C-MAX combines the thrill of fatherhood with the driving agility of the marque.

The TV commercial opens on a dad dancing down the street with his baby girl. As a metaphor for the driving dynamics of the car, the protagonist shuffles and sidesteps with ease and enthusiasm before disappearing behind a tree and re-emerging in the car.

The ad features the upbeat soundtrack of Outkast's When I Look In Your Eyes. The pan-European campaign breaks on 30 April in the UK and includes national TV advertising, outdoor and direct marketing from Wunderman.

Project: Club rules
Client: Abigail Comber, senior manager, marketing and communications,
British Airways
Brief: Launch the new Club World service
Creative agency: Bartle Bogle Hegarty
Writer: Kevin Stark
Art director: Nick Kidney
Planner: Ross Berthinussen
Media agency: ZenithOptimedia
Media planner: Matt Skelding
Production company: Serious Pictures
Director: Ivan Bird
Editor: n/s
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


British Airways has launched a £5 million advertising campaign promoting Club World as part of its first-ever global push of the business class service.

Based on the house rules of a British gentleman's club, the ads go against the rigidity of certain clubs by stressing the freedom and flexibility that customers have in BA's Club World cabin.

The five 20-second TV ads present the idea of each club rule through a combination of live action with animated typography. For the Z-beds, guests are told "sleeping on the club furniture is absolutely encouraged". In another spot for the Club Kitchen, they are told: "Helping yourself to food is strictly forgiven."

The strapline is: "Our new club rules are all about what you can do - not what you can't."

Project: 30-a-day
Client: British Heart Foundation
Brief: Encourage 50- to 65-year-olds to get 30 minutes of exercise a day
via everyday activities
Creative agency: Farm Communications
Writer: Owen Lee
Art director: Gary Robinson
Planner: Alison Ashworth
Media agency: Manning Gottlieb OMD
Photographers: Dan Burn-Forti, Zac Macaulay
Retouching: Loupe
Exposure: Press, outdoor, DM, online


Following its tradition of creating one-off ads that attempt to shock people, the British Heart Foundation has launched its latest campaign through Farm.

This time, the charity is attempting to target older people and inform them of the benefits of doing 30 minutes of exercise a day to maintain a healthy heart.

Through three ads, the campaign lists a number of activities that count toward the 30 minutes. Each poster highlights two activities and suggests they be carried out at the same time. In "dog", the list suggests walking the dog and cleaning the car. The image is a man soaping his vehicle with a fluffy white canine.

In "sex", a couple embrace on a beach as they prepare to have sex and take a swim.

Project: Ice Station Antarctica
Client: Greg Hall, marketing manager, Natural History Museum
Brief: Get the city buzzing about this exciting new exhibition and get
kids to pester their parents and teachers to go there
Creative agency: Isobel
Writer: David Alexander
Art director: Rob Fletcher
Planner: Steve Hastings
Photographer: Paul Thompson
Retouching: company The Colour Company
Exposure: Outdoor and press in London


The Natural History Museum is launching a print and poster campaign to promote its new family experience, Ice Station Antarctica.

The ads feature three children dressed up as Antarctic scientists with frosty beards and full kit. Being an exhibition designed for families, especially children aged seven and over, the creative was developed to appeal to a young audience.

At the exhibit, the children can enlist as ice cadets and under the guidance of the Ice Station Commander, brave a variety of exciting Antarctic challenges, from coping in sub-zero temperatures to riding a snowmobile.

The new campaign will be working alongside PR, online, events and collateral material to raise awareness of the exhibition.

Project: Burnout Dominator
Client: Dave Sullivan, advertising manager, Electronic Arts
Brief: Demonstrate the "inner peace through outer violence" cathartic
anger release in the game Burnout Dominator
Creative agency: Wieden & Kennedy Amsterdam
Writer: Mike Farr
Art director: Joseph Ernst
Media agency: MediaCom
Media planner: n/s
Designers: Luis Pena, Craig Melchiano
Production companies: USSR, CCCP
Exposure: Online


Wieden & Kennedy Amsterdam has come up with the fictitious Tibetan philosophy Kah Ra Shin (say it out loud) to promote the adrenaline-fuelled car game Burnout Dominator. Through the website, users are encouraged to "find inner peace through outer violence" in a series of spoof instructional videos.

Practitioners of the philosophy are shown how to apply it in everyday situations, such as being yelled at or having a long day in the office. There is also a user-generated element, where visitors can upload videos of themselves releasing a cathartic scream.

Project: Addictions
Client: Elizabeth Logie, sales and marketing director, The Priory
Brief: Promote The Priory's 15 UK hospitals
Creative agency: Windmill
Writer: Windmill
Art director: Windmill
Planner: Windmill
Media agency: Windmill
Media planner: Windmill
Photographer's agency Windmill
Exposure: Regional press and regional lifestyle magazines in 15 areas
across the UK


The rehab clinic The Priory is launching a press and poster campaign advertising its 15 hospitals in the UK.

Running for 12 months, the work will start as a press campaign in a number of regional publications before hitting nationwide poster sites.

The first ads attempt to break through the denial that characterises addictions. All three ads show three different amounts of an addictive substance/lifestyle that get bigger as they move from a passing interest to addiction. The final image shows The Priory's number.

One ad details cocaine addiction: The first image shows one line of the drug and a note with the wood Experimental? The following image shows three lines with the word Recreational? This is followed by six huge lines, and the Priory's phone number.