The Work: New campaigns - UK

Project: See film in a different way
Clients: Kirsten Stagg, marketing communications manager; Sally Chapman,
communications manager, Volkswagen UK
Brief: Raise awareness of Volkswagen's sponsorship of independent cinema
Creative agency: DDB London
Writer: Graeme Hall
Art director: Gavin Siakimotu
Planner: Leo Rayman
Media agency: MediaCom
Media planner: James Thomas
Production company: Rattling Stick
Director: Andy McLeod
Editor: Richard Orrick, Work
Post-production: Big Bhoy
Audio Post-production: Wave
Exposure: Independent cinemas, supported by point of sale around cinemas


DBB London's latest campaign for Volkswagen highlights the car manufacturer's sponsorship of independent film.

Made up of two 60-second cinema ads, which will be shown in 131 independent cinemas across the UK, the work offers audiences new interpretations of classic films, and is called "see film in a different way".

The first spot features an usher in a cinema telling the camera that Toy Story isn't actually a childish romp involving living toys, but in fact a "meditation on the trials of puberty".

She says: "Andy has a Woody that comes to life when his mum leaves the room."

The second spot focuses on a projectionist who attempts to explain why Ghostbusters is really about America's fight against obesity. And, yes, he uses the Stay Puft Marshmallow Man to back up his claims.

The ads will be backed by a poster campaign, which will also appear in cinemas.

Project: Astronaut
Client: Nokia
Brief: Launch the 6110
Creative agency: Grey London
Writers: Martin Cox, Stephen Ward
Art directors: Richard Lovell, Denise O'Bleness
Planner: Guy Lambert
Media agency: MediaCom
Media planner: Anastasia Harrison
Production companies: Gorgeous, Park Pictures
Director: Lance Acord
Editor: Jonnie Scarlett, The Quarry
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


Grey's final work for Nokia is a TV spot for the company's 6110 Navigator phone.

The new technology allows the owner to receive directions from a GPS system built into the handset so they will never get lost.

The hauntingly atmospheric ad begins with a man in a spacesuit wandering around deserted city streets as the day turns to dusk.

After following the spoken instructions emanating from his phone, he eventually comes to a tower block. He enters the lift and is whisked upwards.

Having walked down a corridor, he comes to a door, which, after knocking on it, is opened by a gorilla. Before you can say 2001: A Space Odyssey, the viewer learns that the spaceman has dropped in on a fancy-dress party.

Project: Taste the colour
Client: Stuart Woollford, UK sugar segment leader, Mars
Brief: Make Skittles synonymous with colour
Creative agency: TBWA\London
Writers/art directors: Stine Hole, Marie Ronn, Erik Tell, Marie Voss,
Miles Stubbs, Saskia Green
Planner: Kate Winter
Media agency: MediaCom
Media planner: James Harrison
Production company: Aardman
Directors/editors: The Brothers McLeod
Audio Post-production: Grand Central
Exposure: National TV, online


Skittles has not only launched a new strapline ("taste the colour"), but has also ventured into user-generated content, in a partnership with Bebo, for its latest campaign, which has been created by TBWA\London.

The campaign is being launched with five animated spots, each of which looks like a children's sketch based on the spectrum of colours the sweet brand comes in.

For example, in "cowboy", there is a Western-style stand-off between two cowboys, one of which has a yellow Skittle as his body. He says to his adversary: "Nobody calls me yellow belly," as a group of passers-by call out: "Hello yellow belly."

Backing the TV work is a website - - where visitors can make their own ads and enter a competition. The winning entry will be aired on TV as the final part of the campaign.

Project: Flying objects
Clients: Richard Huthwaite, head of marketing, RAF; Karen Pinder,
account director, COI
Brief: Recruitment
Creative agency: Delaney Lund Knox Warren & Partners
Writers/art directors: Jon Elsom, Keith Terry
Planners: Charlie Snow, Dan Shute
Media agency: Manning Gottlieb OMD
Media planner: Andrew Mortimer
Production company: Blink
Director: Vaughan Arnell
Post-production: The Mill
Audio Post-production: Blue
Exposure: National TV


Delaney Lund Knox Warren & Partners has created a special effects-filled 30-second ad as part of the RAF's continuing recruitment drive, highlighting that there are more than 60 careers available - not just that of a pilot.

Made to look like a thriller-cum-action movie, the ad features quick shots of a succession of workplaces, from where work tools and parts of the building, such as water-coolers and spanners, leap up and fly into the sky.

As the ad progresses, it becomes clear that the objects are joining together to form a Typhoon fighter jet.

Project: Lightbulbs
Client: Nathan Homer, brand manager, Fairy
Brief: Continue the "Fairyconomy" strategy
Creative agency: Grey London
Writer: Louise Roberts
Art director: Chris Sainsbury
Media agency: ZenithOptimedia
Media planner: Tony Robinson
Production companies: Production International, Another Film Company
Director: Ben Sedley
Editor: Adam Spivey, Speade Editing
Post-production: The Mill
Audio Post-production: Zoo Studios
Exposure: TV


Grey London has launched another TV spot in its "Fairyconomy" campaign for the washing-up liquid brand. The strategy behind the line is that even though Fairy costs more than other brands, it lasts longer, so going for a cheaper version is actually false economy.

To illustrate this, the latest ad uses the device of a surprise party.

The ad starts with a couple walking towards their house, while inside, unbeknown to them, the front room is full of people waiting in the dark.

As the couple open the front door and turn on the light, everyone begins to shout "surprise", but the bulb goes out and everyone falls into silence.

The voiceover says: "False economy. Squirt for squirt, Fairy lasts longer than any other brand. Fairyconomy."

Project: Mountain forest
Client: Mike Ibbett, marketing director, Citroen
Brief: Launch the new Citroen 4x4 C-Crosser
Creative agency: Euro RSCG London
Writer: Ryan Petie
Art directors: David Herse and Adam Roberts
Planner: Ian Hilton
Media agency: OMD UK
Media planner: Jonathan Mogford
Exposure: Online, national press


Citroen has entered the competitive 4x4 SUV market with the introduction of its C-Crosser marque.

The car manufacturer is backing the launch with an online, print and poster campaign from Euro RSCG London.

The ads avoid traditional SUV advertising of big cars on dirt roads, opting to use the familiar Citroen chevrons to depict the kind of landscapes in which 4x4 cars operate best.

The campaign breaks online before rolling out in consecutive pages of national magazines next week.

Project: Harvestival
Client: Rachel Quinlan, brand manager, GSK
Brief: Encourage young adults to experience Ribena Harvestival in their
lunch hour, and drive brand reappraisal among the target audience
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Simon Briscoe
Planner: Liz Boulter
Production company: Mustard
Director: Rory Rooney
Editor: Cut & Run
Exposure: Viral


Ribena has invested £3,000 in a viral to promote its Harvestival, a country festival that will be held in Broadgate Circle, Liverpool Street, London.

Using the line "the country has come to the city", the viral is a parody of the music video for the song It's Like That by Jason Nevins, which saw two groups of break dancers getting involved in a dance-off.

However, to give the viral a country feel, the battle takes place between a group of young city dancers and a team of bell-covered Morris Dancers.

As the ad progresses, it becomes apparent that the handkerchief wavers have given the street kids a good beating with their moves.

The final shot is of a sheep looking at a ghetto-blaster as the strapline flashes up.

Project: Till receipt
Client: Sam Morgan, head of brand communications, Asda
Brief: Communicate the number of prices Asda is cutting this year
Creative agency: Fallon
Writer: Phil Cockrell
Art director: Graham Storey
Planner: Jon Alexander
Media agency: Carat
Media planner: David Hearn
Photographer: Simon Pugh
Designer: Steve Ubly
Exposure: Outdoor


Following on from the recently launched high-profile TV campaigns featuring Victoria Wood and Paul Whitehouse, Fallon has begun pumping out the fast-turnaround tactical work required by such a big retailer.

This poster execution is made up of two halves, and is designed to highlight the extent of price cuts made by Asda in its stores.

The first poster shows a till receipt roll extending off the end of the page, with the line: "Ten thousand price cuts this year." The second image shows the receipt extending across another page with the line: "Ten thousand more to follow. Phew."

Client: Volvic
Brief: Redesign and launch Volvic Revive online
Creative agency: Saint@RKCR/Y&R
Creative directors: David Gamble, Simon Labbett
Planner: Joe Heath
Production company: Saint
Digital producer: Adam Graham
Media agency: Mediaedge:cia
Exposure: Online


Saint@RKCR/Y&R has created a website for Volvic that builds on the recent TV work featuring the animated characters Volcano George and Tyrannosaurus Alan.

The site also has an interactive element to launch the company's new energy variant, Volvic Revive. This involves being able to send to anybody, via e-mail, an animated film of Volcano George bellowing a selection of insults.

This is supported with interactive online banner advertising, which uses time-targeted messages to reach office workers experiencing a "slump".

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