The Work: New Campaigns - UK

Project: European Commission/Uefa "Get active" campaign
Client: European Commission, Uefa
Brief: Encourage people of all ages and abilities to go out and play
Creative agency: Abbott Mead Vickers BBDO
Writer: Jason Fretwell
Art director: Colin Jones
Planner: Bridget Angear
Media agency: n/a
Media planner: n/a
Production company: Smith and Sons
Director: Ulf Johansson
Editors: Marcus Moffatt, David Wishart
Post-production: The Moving Picture Company
Audio Post-production: Jungle
Exposure: Television


Abbott Mead Vickers BBDO has created a TV ad as part of the European Commission and Uefa-backed campaign to encourage physical activity and tackle obesity. It breaks across Europe on 18 September and features a team of active people against a woefully inept armchair-bound eleven.

The contrasts are stark. The fit players create spaces in the field, swerve around the armchairs and attack their opponents scoring easily and playing as a team. Conversely, the pathetic efforts of the sofa-bound strikers, interwoven with their didactic commands and faces of disappointment, hammer home the differences between watching and playing sport.

The ad ends on a crestfallen armchair-bound striker shooting a limp penalty that rolls into the hands of the goalie. The endline is: "Go on. Get out of your armchair."

The ad will screen during the half-time break of Uefa Champions League football matches. AMV won the brief in a pitch that involved proposals from across the European Union's communications roster.

The ad breaks as the EU Health Commission figures show that more than half of the adult population in a majority of EU countries are overweight or obese. This figure is thought to be growing by 400,000 each year.

Project: One in front
Client: Paula Withell, brand marketing manager, Tesco
Brief: Demonstrate that Tesco is more committed than ever to delivering
its "one in front" promise to customers
Creative agency: The Red Brick Road
Writer: Sam Cartmell
Art director: Jason Lawes
Planner: Nicole Frost
Media agency: Initiative
Media planner: Danny Donovan
Production company: Stink
Director: Neil Harris
Editor: Steve Gandolfi, Cut & Run
Post-production: Framestore CFC
Audio Post-production: Toby Griffin, Jungle Studios
Exposure: National TV


John McEnroe and Bjorn Borg square up against each other in The Red Brick Road's new 50-second TV spot for Tesco. The bitter tennis rivals from days gone by are seen in a frantic Supermarket Sweep-style race, only for the virtues of Tesco's "one in front" service to stop a famous McEnroe victory.

Borg storms ahead early on, before McEnroe claws himself back into play with some swift manoeuvring. A frantic rush sees McEnroe win the race to the checkout. Seeing his Swedish enemy seconds behind, McEnroe begins his celebrations. Prematurely. An attendant spots Borg queueing up behind him and under the "one in front" promise, opens up another till.

Project: Planet You
Client: Alan Jelly, managing director, Yakult
Brief: Position Yakult as the expert in probiotics by celebrating its
passion for the wonder of life sciences
Creative agency: Euro RSCG London
Writers: Kyla Elliot (press), Gerry Moira (TV)
Art directors: Ben Beazley (press), Gerry Moira (TV)
Planners: Karen Waring, Matt Sadler
Media agency: M2M
Media planner: Robbie Morton
Production company: The Moving Picture Company
Director: Richard Morris
Editor: Richard Morris
Post-production: The Moving Picture Company
Audio Post-production: Jungle
Exposure: National TV, print


Yakult's new "Planet You" campaign is the brand's first TV work by Euro RSCG since the account was moved out of Wieden & Kennedy earlier this year. In a change of strategy, the spot is a 30-second grand tour of the human digestive system, revealing the types of bacteria - good and bad - that live there.

The intestinal images resemble a biology lesson narrated by Sir David Attenborough. They show how Yakult's very own Lactobacillus casei Shirota bacteria is scientifically proven to nurture "Planet You" by helping good bacteria in your digestive system to multiply. And to ensure it is factually correct, Euro RSCG has pulled in the help of research teams at the University of Reading and Harrow's St Mark's Hospital.

The TV ad is voiced by Griff Rhys Jones and will run from 3 September for six weeks. It will be supported by a print campaign.

ITV1 - Rugby World Cup
Project: Rugby World Cup
Client: Euan Hudghton, marketing controller, ITV1
Brief: Encourage people to watch the Rugby World Cup exclusively on ITV,
and drive traffic to to watch highlights and find out more
Creative agency: Dare
Writer: Kate Pozzi
Art director: Claire Thompson
Planner: Kathryn Ellis
Media agency: MindShare Interactive
Media planner: n/a
Designer: Jonny Goodall
Exposure: Online


The 2007 Rugby World Cup kicks off in France this week. ITV has briefed Dare to create a digital campaign to promote its coverage and drive traffic to its website.

Three rich-media video ads reflect the competitive and often brutal athleticism of rugby. In one execution, the All Blacks stand in their familiar pre-match line-up. When the mouse rolls over the ad, they perform the infamous Haka; with delicate production touches that see the frames sink under the mass. Another ad features an athletic rugby player leaping above his peers to snatch the World Cup in a climactic show of glory.

The campaign is designed to appeal to the recreational rugby watcher, while respecting avid fanatics. It will run predominantly on news and internet service provider sites throughout the tournament.

Project: Woolworths Worthit!
Client: Tony Holdway, head of brand communication, Woolworths
Brief: Launch the new Worthit! range
Creative agency: Bartle Bogle Hegarty
Writer: Andy Brittain
Art director: Yu Kung
Planner: Martin Smith
Media agency: ZenithOptimedia
Media planner: Darren Guy
Production company: HSI
Director: Simon Cole
Editor: Alistair Jordan
Post-production: Absolute
Audio Post-production: Jungle
Exposure: National TV, cinema


Rolf Harris is one of the stars featuring in Bartle Bogle Hegarty's new campaign for Woolworths. Wooly (the sheep) and Worth (the dog) are at the centre of the spot, which is framed in the style of a classic 80s gag-a-minute sitcom called The Wooly and Worth Show.

One execution opens on the dynamic pair sitting on the couch. Enter Harris, who has popped round to help them paint the flat. Worth is subsequently sent down to Woolworths to pick up some paint rollers from the store's Worthit! range. But once there, he is distracted by the wealth of other offers, and returns home with a Spiderman mask and a web-blaster instead.

The ads, which also star Kelly Osbourne and Darth Vader, are to support a 300-strong product extension of the Worthit! range, and will run throughout September.

Project: Cravendale microsite
Client: Louise Barton, senior brand manager, Cravendale, Arla Foods
Brief: Allow people to interact with the Cravendale world and have a go
at making their own movies
Creative agency: Wieden & Kennedy
Writers/art directors Sam Heath, Frank Ginger
Planners: Matt Boffey, Simon Summerscales
Designers: Unit 9, Nexus Production
Exposure: Online


Cravendale Milk's cyclist, pirate and cow hit our screens in April in two of the most surreal milk commercials of all time.

Now the charismatic trio are about to make their web debut on the Cravendale microsite, which will run alongside the September burst of the TV ads.

Visitors are invited to take the identity of one of the esoteric characters and become part of the action. Users can create their own 60-second film, either with live visitors to the site or on a private set with friends. Films can then be distributed virally or stored in a gallery in the site. It can be viewed at

Project: Building a fairer society
Client: Louise Fowler, head of marketing, Britannia
Brief: Differentiate Britannia using a "customer first" platform and
make consumers question their relationship with their existing financial
Creative agency: McCann Erickson Communications House
Writer: Neil Lancaster
Art director: Dave Price
Planner: David McGlone
Media agency: Manning Gottlieb OMD
Media planner: Carl Walsh
Production company: Tomboy films
Director: Kirk Jones
Editor: Greg Willcox
Post-production: The Mill
Audio Post-production: 750mph
Exposure: National TV, press, outdoor, online


Fairness is the theme of this new spot for Britannia Building Society from McCann Erickson Communications House.

It opens on an American observer in an ancient library, who asks us to consider various impressions of the word "fair". Cut to a fair ride on Brighton's Palace Pier, a portion of chips fairly shared with random bystanders and a group of pensioners playing cards.

The message? That Britannia Insurance strives for a fairer society through its members' reward campaign and an absence of shareholders.

The two ads make up Britannia's first TV campaign since 2004. Directed by Kirk Jones, the spots will be supported by outdoor, national press and online.

Project: Get ready La Liga, Henry is here
Client: John Zaheer-Flaherty, European marketing manager, lifestyle,
Brief: Maximise the awareness of Thierry Henry's brand association with
Reebok in Spain
Creative agency: Leagas Delaney
Writers: Rob Burleigh, Matt Moreland
Art directors: Paul Copeland, Chris Clarke
Media planner: Tony William
Media agency: Carat
Exposure: Online


As Thierry Henry makes the move to Barcelona, Reebok is ramping up its high-profile sponsorship of the footballer. This latest digital campaign from Leagas Delaney shows Spaniards shaping up for the arrival of the fleet-of-foot Frenchman, who has swapped the Premier League for La Liga. The four virals use covertly filmed footage, capturing footballers, referees and TV cameramen limbering up in preparation for Henry's arrival.

All four virals end with the line: "Get ready La Liga. Henry is here."

Project: Summer and winter DM campaign
Client: Helen Litvak, general manager CRM, Virgin Holidays
Brief: Support the new Virgin Holidays campaign with mailings to the
database of existing customers and prospects
Creative agency: Kitcatt Nohr Alexander Shaw
Writers: Jim Dye, Claire Speedie
Art director: Roxie Messenger
Planner: Phil Cragg
Designer: Andy Edwards
Exposure: Direct mail


Virgin Holidays hopes to lure existing and potential customers to a range of exotic global destinations, including the Caribbean, Florida and Mauritius.

Kitcatt Nohr Alexander Shaw's latest integrated work pushes this message through an explosion of colour. The direct mail pack is part of a wider campaign that will include online advertising, outdoor and radio ads featuring Shaun Williamson (better known as Barry from EastEnders and, more recently, Extras).

The campaign rolls out in late August, and is the first to feature the updated brand identity for Virgin Holidays.

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