The Work: New campaigns - UK

Project: Boxhead
Client: Monique Bernds, head of channel marketing, Xbox
Brief: Demonstrate the benefits of the new Xbox Live Vision camera
Creative agency: AKQA
Writer: James Hilton
Art director: James Hilton
Media agency: Universal McCann
Media planner: n/a
Production company: Cattleprods
Director: Simon Cracknell, Another Film Company
Editor: Rachel Spann, The Quarry
Post-production: Golden Square
Audio Post-production: 750mph
Exposure: Global Xbox point-of-sale kiosks and internet


AKQA has created an eerie 60-second spot for Xbox that will be seeded as a viral and then launched on to TV.

The campaign, which backs the launch of the new Xbox Live Vision camera, is set in a world inhabited by people with funny-face boxes on their heads.

The ad follows a day in the life of a box-headed woman as she goes about her business, from eating lunch to being stood up on a blind date.

While walking home, she spots a self-help group for people like her. When she enters, she and her fellow boxheads sit in front of computers that all have the Xbox Live Vision camera.

A strange shamen-like man takes a picture of them all and, while he does a strange dance, they get to see their box faces clearly for the first time - when they do, their heads explode to reveal their true selves.

Project: Purity
Client: Kirsty Hope, brand manager, Smirnoff
Brief: Reinforce consumers' quality perceptions of Smirnoff
Creative agency: JWT
Writers: Phillip Meyler, Darren Keff
Art directors: Phillip Meyler, Darren Keff
Planner: Alnoor Ladha
Media agency: Carat
Media planner: Michael Rhodes
Photographer/illustrator: Martin Waugh
Exposure: Posters


Following on from its recent blockbuster TV ad for Smirnoff, JWT has created a set of posters continuing the purity theme.

This time, the agency has employed the talents of the US photographer Martin Waugh, a physicist by trade, who has built apparatus and written software designed to explore the surface tension and viscosity of drops of liquid impacting on pools of water.

Through a mixture of trial and error and deft re-touching, the splashes form a number of recognisable drinks glasses. All the executions carry the strapline: "Extraordinary purity in every drop."

Project: British farming
Client: Gillian Black, marketing manager, Waitrose
Brief: Waitrose support British farmers by only selling fresh British
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Paul Hodgkinson
Art director: Ken Hoggins
Planner: Mary Tucker
Media agency: Manning Gottlieb OMD
Media planner: Chris Ware
Production company: Nice Shirt
Director: Stuart Douglas
Editor: Ben, The Whitehouse
Post-production: Jon Hollis
Exposure: National TV


Waitrose's latest ad by Miles Calcraft Briginshaw Duffy focuses on the trials and tribulations of a British farmer.

Set to Elvis' Love Me Tender, the ad opens on an idyllic rural scene. The action then cuts to shots of a farmer raising and caring for his cattle.

As well as illustrating the rewarding aspects of farming, such as winning awards, the ad also portrays the tough times, showing the farmer feeding his cattle in the snow.

The voiceover at the end of the spot says: "Through good times, and not-so-good times, we've always supported the toughest breed of all: the British farmer."

Project: Local heroes
Client: Sophie Alexander, head of consumer marketing, Freeview
Brief: Maximise Freeview penetration and brand awareness in Copeland by
targeting the remaining 25,000 non-digital television set owners before
switchover starts
Creative agency: 4creative
Creative team: Alice Tonge, Jim Seath, Andy Booth, Emily Grover, Leo
Planner: Richard Burdett
Media agency: M2M
Media planners: Katie Lane, Jennifer Hill, John Scott
Photographer: Jeremy Murch
Photographer's agency: Webber
Exposure: Regional press


Freeview is targeting the regions that will be the first to have their analogue TV signal switched off, with a new campaign through 4creative.

The press campaign features people explaining how the analogue switch-off will affect their local communities and promoting Freeview as the best way to ensure they are still able to watch TV.

The first campaign kicks off in Copeland, Cumbria, where local residents such as Rob Romano, the town crier, Carla Arighi, the fish shop owner, and Simon McDowell, the butcher, are all pictured with a Freeview box in their hands.

Each execution carries the strapline "We're all switching to Freeview", along with information about the analogue switch-off and the various channels on offer.

Project: Doorbell
Client: Robin Auld, UK sales and marketing director, Domino's
Brief: Establish the new Domino's Scrummy Pizza as the perfect meal for
the rugby fan
Creative agency: Team Saatchi
Writer: Daniel Headey
Art director: Gary Howe
Planner: Derick Walker
Media agency: BLM
Media planners: David Harvey, Chris Armond
Production company: Hanrahan
Director: Bill Scarlet
Editor: Jody Vandenberg
Post-production: Triangle
Audio Post-production: Triangle
Exposure: National TV


John and Bernard, the pizza-gobbling couch potatoes from the Domino's Pizza ads, are back - and this time they are joined by Alesana Tuilagi, the Leicester Tigers winger.

The ad, which promotes the company's Scrummy Pizza, its latest product innovation, is designed to capitalise on the excitement surrounding the Rugby World Cup, which is being held in France next month.

The ad begins with the two guys squashed at either end of the settee as Tuilagi sits comfortably in the middle. When the doorbell rings, both John and Bernard rush to answer it, but end up in a tussle as one tackles the other. While they are occupied, the Samoan rugby star calmly pushes them out of the way and picks up the pizza for himself. The end shot shows him handing off John while tucking into the food.

Project: Rugby or football?
Client: Christina Draper, direct marketing manager, O2
Brief: Underline O2's involvement in rugby and football
Creative agency: Archibald Ingall Stretton
Writer: Andy O'Carroll
Art director: Spencer White
Planner: Bob Udale
Media agency: ZenithOptimedia
Production company: Another Film Company
Director: Stephen Pipe
Editor: Ian Anderson
Post-production: Ian Anderson
Audio Post-production: Ian Anderson


With the Rugby World Cup about to start and the new Premier League season under way, O2 is posing the question: rugby or football?

Archibald Ingall Stretton has launched a microsite offering a number of desirable freebies, such as a season ticket for Arsenal or a Twickenham Stadium season pass. All users have to do is answer a few simple questions.

The site is backed by two viral ads, created by Archibald Ingall Stretton, that satirise the post-match interview.

The football spot shows a thick footballer being interviewed. At the end, the ad says "Aren't you glad you're a rugby fan?" and flashes up the website. The second spot shows an interview with a posh rugby player and says: "Aren't you glad you're a football fan?"

Project: Hotel
Client: Kinder Bueno
Brief: Continue the "a little of what you fancy" campaign
Creative agency: Audacity
Writer: n/s
Art director: n/s
Planner: n/s
Media agency: Mediaedge:cia
Media planner: Victoria Sangster
Production company: n/s
Director: n/s
Exposure: National TV


Kinder Bueno is continuing its "little bit of what you fancy" campaign, launched last year, with a new TV spot.

The company claims that, to date, the campaign has created a 15.5 per cent annual brand sales growth.

The latest ad, called "hotel", features two girls enjoying their Bueno bars at a spa.

In the ad, it appears that the little bit of what the girls fancy is a hunky man whom they see walking through the spa's cafe and into the sauna. In a moment of high spirits and daring, one of the girls creeps in and steals his towel. He then runs out of the sauna, hiding his shame with his hands.

Project: Bring on the sunshine
Client: Steve Mitchell, senior marketing manager, Coors Brewers
Brief: Raise awareness of Sol and promote its Mexican heritage
Creative agency: The Leith Agency
Writer: David Grenfell
Art director: Chris Scott
Planner: David Amers
Media agency: Vizeum
Media planner: Richard Friar
Exposure: Glasgow, Manchester, London, Newcastle, Cardiff


Coors Brewers is backing its Sol beer brand with a Mexican-themed campaign to promote it as the drink to enjoy in the sunshine.

Created by The Leith Agency, the campaign, which is backed by a £500,000 spend, comprises bright-yellow poster executions, drawn in a street-art style and inspired by real-life Mexican street scenes.

Supporting activity, devised by Cake, includes exclusive live DJ sets by the likes of Rob Da Bank, Pete Gooding and Daisy Heartbreaker, as well as two Mexican Sol VW Beetles, which will drive to London for a mini festival on 14 September, Mexican Independence Day.

Project: BlackBerry Curve 8300 Smartphone direct mail launch
Client: Nemesia Hemburrow, direct marketing manager EMEA, Research in
Brief: Launch the new BlackBerry Curve 8300 Smartphone to business users
Creative agency: WDPM Communications
Writer: Donna Williams
Art director: Susan Mayfield
Planner: n/s
Illustrator: Jamie Jay
Exposure: 40,000 small- to medium-sized enterprises


The BlackBerry Curve is the smallest and lightest full-qwerty BlackBerry Smartphone on the market. It can also do everything a mobile phone can do.

Research in Motion is aiming the phone at staff in small- to medium-sized enterprises, as well as the usual business users, because they will be able to ditch their mobile phones, making the purchase more economical.

WDPM Communications has created a mailer with three telescopic sections that highlight the possible uses for the device, beyond work e-mails.