The Work: New campaigns - UK

FINANCIAL TIMES - WE LIVE IN FINANCIAL TIMES
Credits
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 in which we live
Creative agency: DDB London
Writers/art directors: Graeme Hall, Gavin Siakimotu Planner Graham
Fowles
Media agency: BJK&E
Media planner: Chris Place
Production company: Another Film Company
Director: Blac Ionica
Post-production: Rushes
Audio post-production: Clearcut Exposure Bloomberg, CNN, BBC Worldwide,
EuroNews

THE LOWDOWN

The Financial Times is following its recent "we live in Financial Times" poster campaign with a 30-second TV commercial.

The global campaign, which will be aired on several news channels, uses a mixture of computer-generated animation and live action vignettes, backed by a commanding voiceover, to explore and highlight the unexpected ways that business influences different aspects of modern life.

For example, the execution starts with a businessman leaving his office and walking through a door into a jungle tribe's village. The voiceover says: "This is where we live. We live in a world where hard-hearted businessmen become soft-hearted humanitarian leaders."

In another shot, a man who rescues a girl from a blaze morphs into the cover of a book called Hero. The voiceover says: "A world where reputations are made, and then sold."

The execution ends with the impressive worldwide skyline created for the poster campaign being built up block-by-block, and then folded into the middle of a Financial Times newspaper.

The endline says: "Now more than ever we live in a world shaped by business. We live in Financial Times."

ROYAL NAVY - GETTHEMESSAGE.NET
Credits
Project: GetTheMessage.net
Client: Daniel Stephenson, digital media manager, COI
Brief: Portray jobs in the Royal Navy as dramatically as possible, and
showcase the real people in the roles
Creative agency: glue London
Writers: James Leigh, Darren Giles
Art directors: James Leigh, Darren Giles
Planner: Miranda Ross
Designers: Leon Ostle, Simon Cam
Director: Marky, Superglue
Editor: Billie Vine, Superglue
Exposure: Thesun.co.uk; lycos.com; kontraband.com; boreme.com

THE LOWDOWN

In its latest recruitment campaign for the Royal Navy, glue London has created a website where users can send each other personal video messages via e-mail or mobile phone.

Targeting 15- to 24-year-olds, it aims to showcase the breadth of jobs available. The sequence starts with a video, shot from the user's point of view, showing marines running through the jungle at night. One of them runs up to the camera with message-sending equipment.

The user then types the message, and the name of the respondent, and sends it.

SUNSILK - SUNSILK GIRLS ALOUD CAMPAIGN
Credits
Project: Sunsilk Girls Aloud Campaign
Client: Paula Costa, marketing director, Unilever
Brief: Re-engage consumers with Sunsilk and leverage Girls Aloud as
ambassadors for the brand
Creative agency: JWT
Writer: Craig Hunt
Art director: James Humphreys
Planner: Nicole Rulka
Media agency: MindShare
Media planner: Andreas Nicolaou
Director: Steve Reeves
Production company: Another Film Company
Editor: Scott Crane
Post-production: The Quarry
Audio post-production: Wave

THE LOWDOWN

For its latest campaign, Sunsilk has paid for the attention-grabbing talents of Girls Aloud.

The 30-second spot, which sees the girls kidnapping a dowdy-looking woman with "lifeless" hair, is designed to show how Sunsilk can change your life.

Once the hapless abductee is ensconced within a chauffer-driven limo, she is whisked away for a makeover. She is then transplanted to a salon where her barnet, with the aid of Sunsilk, is transformed.

She is then paraded around flashy parties and finally put in front of a mic to take her final step into girlband history. However, when it is discovered she sings like cats in a blender, she is, literally, kicked to the kerb.

VIRGIN MEDIA - VIRGIN BIG BROTHER SPONSORSHIP
Credits
Project: Virgin Media Big Brother Sponsorship
Client: James Kydd, managing director of marketing, Virgin Media
Brief: Maintain Virgin's place at the heart of youth culture
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Smollensky & Blake
Art directors: Smollensky & Blake
Planner: Jon Tipple
Media agency: Manning Gottlieb OMD
Media planner: Goodstuff
Editor: Joce Hockings, Final Cut
Post-production: Absolute Post
Audio post-production: Wave
Exposure: Television, press, online

THE LOWDOWN

Following the decision by Talk Talk to pull out of its sponsorship deal with Big Brother, Virgin Media has stepped into the breach and called on Rainey Kelly Campbell Roalfe/Y&R to create a set of idents for the show.

The five-second clips are all designed to demonstrate the range of dig/ital communications and entertainment products and services available from Virgin Media. The agency has taken high-drama Big Brother clips from around the world, including Holland, Germany and Brazil, and added its own subtitles to change the sense and meaning of the shot. All are backed by the line: "For a happy house."

One set of idents shows a giddy group of mulletted Germans with the subtitles: "That's what I call fast broadband."

KICKERS - GO DO SOMETHING NEW
Credits
Project: Go do something new
Clients: Hugh Sweeney, marketing manager; Simon Jobson, head of brand
marketing, Kickers
Brief: Bring the Kickers "do something" spirit to life to raise brand
engagement and visibility among 16- to 24-year-olds (especially males)
and the trade
Creative agency: Karmarama
Writer/art director: Tobin
Media agency: Naked Communications
Media planner: Ben Milligan
Production company: 2AM
Director: PAM
Editor: PAM
Audio post-production: PAM
Exposure: National TV, online

THE LOWDOWN

In its latest ad for Kickers, Karmarama is attempting to reach the brand's core 16- to 24-year-old demographic by creating a 60-second spot that appears to be more like a music video than an ad.

Fast-moving animation, in bold and brash colours with text and slogans, is interspersed with live-action shots and backed by a specially created rap about the history behind Kickers shoes.

The campaign has been created to promote the company's strategy of "go do something new".

LISTERINE - BRIGHT WHITE
Credits
Project: Bright white
Client: James Kenney, marketing manager, Pfizer
Brief: Demonstrate how Listerine helps keep teeth naturally bright white
Creative agency: JWT London
Art director: Greg Martin
Writer: Mike McKenna
Planner: Ian MacDonald
Media agency: MindShare
Photographer/illustrator: Per Lindgren
Exposure: Women's press

THE LOWDOWN

JWT London has created a brutally simple campaign for the breath-freshening medication Listerine.

The poster, which aims to show just how white a set of teeth can be if the mouthwash is used, shows a person lying in a giant bed (or a tiny person lying in a standard-sized bed), covered with black covers, in a very dark room.

The figure is indulging in a spot of late-night reading, but rather than using the lamp to illuminate the text, a bright white light is radiating from his or her face behind the book.

VIRGIN MEDIA - UMA THURMAN BROADBAND ADS
Credits
Project: Uma Thurman broadband ads
Client: Lisa McCormack, marketing director, brand and acquisition,
Virgin Media
Brief: Create a campaign to promote Virgin Media broadband
Creative agency: Rapier
Writer: John Townshend
Art director: Simon Stephenson
Planner: Alex Naylor
Media agency: Manning Gottlieb OMD
Media planner: Goodstuff
Production company: Thomas & Thomas
Director: Kevin Thomas
Post-production: The Mill
Exposure: National TV

THE LOWDOWN

Uma Thurman's time as one of the faces of Virgin Media is coming to an end with two final executions by Rapier.

However, it needs pointing out that this was always the plan, and not the product of a cat-fight with Ruby Wax - the company's latest brand spokeswoman.

The commercial, "speed", promotes Virgin Media's 20-megabyte service - the fastest available from any UK service provider. The ad shows Thurman's pretty cheeks being rippled by G-force, as if she's on a high-speed ride. The actress then says: "Hot diggity damn, that's fast."

In "slow-down", her voice decelerates to make the point that the speed of many people's services is dependent on how far they live from the telephone exchange, unlike cable broadband, which always runs at full speed.

DEPARTMENT OF EDUCATION - PROMOTING LONDON'S STATE SCHOOLS
Credits
Project: Promoting London's state schools
Client: Karen Smalley, deputy director of marketing & channelling
division, DfES
Brief: Challenge negative perceptions of London state schools
Creative agency: Leo Burnett
Writers: Rick Brim, Dan Fisher
Art directors: Rick Brim, Dan Fisher, David Hiscock
Planners: Julia Chalfen, Isabel Butcher
Media agency: Clear Channel
Photographer/designer: David Hiscock
Exposure: Flagship golden squares sites, London poster sites

THE LOWDOWN

The Department for Education and Skills is launching a campaign that was actually created by students at a selection of London's state schools.

The children joined forces with Leo Burnett to produce a poster campaign highlighting what their school has helped them to achieve. Five students were given the opportunity to create their ad, assisted by their creative mentors at Burnett.

One execution features Jamal Senior, a student who lacked direction at school, but found inspiration after being introduced to computer graphics by his art teacher.

Each ad carries the strapline: "London's proud of its schools."

HONDA - LAUNCH OF HONDA CIVIC TYPE R
Credits
Project: Launch of Honda Civic Type R
Client: Ian Armstrong, manager - customer communication, Honda
Brief: Promote the new Honda Civic Type R and encourage test drives
through local dealers
Creative agency: Hicklin Slade & Partners
Writer: Julie Batsford-White
Art director: Andy Barwood
Planner: Mark Runacus
Exposure: 15,000 car enthusiasts

THE LOWDOWN

Backing the recent "Hondamentalism" TV campaign created by Wieden & Kennedy, Hicklin Slade & Partners has pushed the strategy into a direct mail execution for the Civic Type R.

The work is designed to show how Honda's passion for advanced technology and excellence in racing has led to the rich heritage of the Type R, as well as the obsessive drive of its engineers to extract the maximum performance from every component of the vehicle.

The mailer, which is targeted at 15,000 car enthusiasts, contains 12 pages of photography and copy describing the car's performance and technical innovations.