The Work: New Campaigns - UK

Project: Skills
Client: Nicky Brunker, head of national marketing and communications,
Learning and Skills Council
Brief: Inspire the nation to improve their work skills
Creative agency: Leo Burnett London
Writer: Tony Malcolm
Art director: Guy Moore
Planner: John Poorta
Media agency: MindShare
Media planner: Andy Parr
Production company: RSA Films
Director: Carl Erik Rinsch
Editor: Digital Domain
Post-production: Digital Domain
Exposure: National TV, poster, press, radio, online


The Learning and Skills Council is poised to embark on an ambitious initiative aimed at improving the nation's skills - an issue that is extremely high on Gordon Brown's agenda at the beginning of his reign as prime minister.

"The future. It's in our hands" forms the theme of the campaign, which has been created to inspire people to learn new skills or polish those they already possess. It follows the target set by Lord Leitch, who, in his review of UK skills, has called for the country to be a world-leader in all levels of skills by 2020.

The initiative, one of the biggest undertaken by the Government, is backed by an integrated advertising campaign, created by Leo Burnett London, MindShare and the PR company Hill & Knowlton.

The advertising is based on the line: "Our future is in our hands."

To communicate this, it uses human hands, which are painted and shaped on a three-dimensional canvas to depict what the voiceover is describing.

The TV spot was directed by Carl Erik Rinsch at RSA Films, while a pair of body painters, Phyllis Cohen and Sarah Bee, transformed the hands into mountains, flowers, animals, sperm, DNA strands and a brain. It is backed with a poster, press, radio and online campaign.

Project: Private dick movie
Clients: Claire Everett, public health campaigns team leader; Peta
Simey, senior campaigns manager, Department of Health
Brief: Normalise condom use among sexually active teenagers and young
Creative agency: Grand Union
Writers/art directors: James Woods, Stuart Hallybone
Planner: Rob Forshaw
Exposure: Online


Grand Union has created a 70s porn flick-style viral to back the National Health Service's Condom Essential Wear information website.

From the start of the film, which is in German with English subtitles, it is clear we are in blue movie territory. However, when a woman and a detective are about to have sex, the private dick pulls out some condoms.

The viewer is able to edit parts of the dialogue, by, for example, inserting the names of friends so that they appear as the subtitles. They can also make their own movie by customising the start and end of the film.

The viral can be found at

Project: G2 My Time
Client: Peter Hope, integrated communications manager, GMUK
Brief: Dramatise "fall in love with driving again"
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Jeremy Cripps
Art director: James Connolly
Planner: Charlie Snow
Media agency: Carat
Media planner: Tim Spriggs
Production company: Therapy Films
Director: Jon Riche
Editor: Oliver Rainbird
Post-production: Nice Biscuits
Audio Post-production: Grand Central
Exposure: UKTV G2's My Time


In a new set of idents for the Vauxhall Astra, Delaney Lund Knox Warren & Partners has recreated the classic American spoof cop show Police Squad.

Each five-second spot is a point-of-view shot of a driver as he manoeuvres his car around a variety of unlikely locations packed with stunned bystanders.

In "ice-skaters", terrified people fall to the ground before diving for cover, while, in "gym", a car moves in between and around the weight machines and exercise bikes, forcing those in the vicinity to jump from the path of the oncoming vehicle.

Each spot ends with the line: "Fall in love with driving again."

The idents promote UKTV G2's 9pm to 11pm time slot, called My Time, which repeats such sitcoms as The Catherine Tate Show, The Office, Extras, IQ and Little Britain.

Project: The Big Ask online march
Client: Bastien Hibon, communication director, Friends of the Earth
Brief: Manifest the protest march for the 21st century
Creative agency: CHI & Partners
Website creative: Thiago de Moraes
Producer: Enca Kaul
Developer: Tamarin
Exposure: Online


The environmental organisation Friends of the Earth has embarked on a radical online campaign aimed at convincing the Government to take action on climate change.

The Big Ask online march is a protest for the Facebook generation. A website, created by CHI & Partners, allows visitors to upload video clips, by which they can relay their points to MPs. The organisation aims to get hundreds of thousands of protesters to "march" online, alongside friends and celebrities including Damian Lewis, James Blunt, Jude Law and Gillian Anderson.

Visitors to can upload clips from their video cameras or mobile phones, or choose to add their message to a variety of existing animations.

The website will be promoted with a cinema campaign directed by Kevin MacDonald and Sam Brown from Rogue Films.

Project: Sexy black Hub
Client: Dominic Grounsell, head of marketing, broadband acquisition, BT
Brief: Promote the launch of BT's limited-edition black Hub
Creative agency:
Writers/art directors: Hayden Rogers, Anne-Marie Burrows
Planner: Matt Hayes
Media agency: ZedMedia
Designers: Damian Courage, Hussen Natha, Martin Keary
Exposure: Online


BT has created a limited-edition black Hub, which is exclusive to online users, and has created an online campaign backing its launch.

The Hub is only on sale for a limited period, so the agency was briefed to create a buzz on the internet.

The web-based advertising is designed to show off the Hub's sleek sexiness.

In "slide", a hole "appears" on the screen and the Hub emerges. As it comes into view, the Hub rotates in order to show off its "sleek and sexy" design.

In "glow", what looks like a dark skyscraper appears. As the user rolls the cursor, which has become a torch, over the "skyscraper", the building is revealed to be the black Hub.

Project: Drench water
Client: Cameron Davidson, senior brand manager - water, Britvic soft
Brief: Position Drench as a water brand that is devoted to mental
Creative agency: CHI & Partners
Writer: Ed Edwards
Art director: Dave Masterman
Planner: Ben Southgate
Media agency: MindShare
Media planner: Mark Kirby
Photographer: James Day
Retouching: company Core
Exposure: National press, radio, outdoor


Britvic is ploughing £2.4 million into a summer promotion for its Drench water brand. The campaign is based around the new tagline: "Your brain is 75 per cent water - keep it topped up ... stay drenched."

The press work, to be backed up by radio, features a picture of a brain in a flower pot. A set of planting instructions boasts the brand's tagline.

The work follows a recent redesign of the bottle, which features an easy-grip shape in larger 500ml and 750ml sizes.

Starting in July, the promotion will run for three months.

Project: Mauritius
Client: Rachel Shazell, campaign manager, Virgin Holidays
Brief: Raise awareness of Virgin Holidays' breaks to Mauritius
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Jim Dye
Art director: Roxie Messenger
Planner: Amanda Griffiths
Media agency: Manning Gottlieb OMD
Media planner: Daniella Russell
Exposure: Consumer press and outdoor


Virgin Holidays is targeting loved-up couples and newlyweds in its latest print campaign. The two executions promote the travel company's new holiday destination, Mauritius, as the perfect location for those seeking a romantic getaway. The campaign has the sole aim of persuading people to order a brochure.

The first execution, aimed at bridegrooms, features the image of a beach with turquoise waters lapping at the shore and boasts the copy: "Not a mother-in-law in sight."

The second execution demonstrates how the beautiful scenery will make anyone lose their concentration. The poster features another image of a beach, but this time around, the copy says: "Mauritius is so stunning, it's lose easy to concentration you're on whatever doing."

Project: Skoda Fabia DM launch campaign
Client: Sarah Chapman, direct marketing manager, Skoda UK
Brief: Support the launch of the Skoda Fabia
Creative agency: Archibald Ingall Stretton
Writer: Jon Vinton
Art director: Martin Lythgoe
Exposure: Direct marketing pack to prospective and existing Skoda


Following the recent "baking of Fabia" TV campaign for Skoda, which featured a full-size car being made out of cake, the car-maker has produced an equally tasty direct marketing campaign, which aims to promote the Fabia as "a fun and delectable driving experience".

The execution, created by Archibald Ingall Stretton, takes the appearance of a double-chocolate, toffee-fudge cream air freshener. The sweet-smelling card is chocolate-coloured and shaped just like the Fabia. In addition, the freshener's packaging lists some of the car's features, and also carries Skoda's "manufacturer of happy drivers" brand positioning.

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