The Work: New Campaigns - UK

Project: Dance
Client: Carol Ware, adults brand manager, Clarks
Brief: Reinforce Clarks' differentiated proposition of product that
doesn't compromise between style and comfort
Creative agency: St Luke's
Writer: Tim Collins
Art director: Mike Hughes
Planner: Penni Harris
Media agency: Universal McCann Manchester
Media planner: Mark Midmore
Production company: The Directors Bureau
Director: Patrick Daughters
Editor: Adam Marshall, The Whitehouse
Post-production: The Moving Picture Company
Audio Post-production: 750mph
Exposure: National TV


In its final work for Clarks before the client leaves for Abbott Mead Vickers BBDO, St Luke's has continued its "all the world's a catwalk" strategy and created two 30-second spots that show people dancing in Clarks shoes.

This time, instead of children barrelling around to The Jam, the stars of the ads are women, both professional dancers, to attract the 35-year-old-plus target market.

The first execution, called "art gallery", shows Jennifer Chapman prancing around a gallery in Clarks' Love Note boots to the Turkish track Gunese Don Cicegim, by Ersen.

Meanwhile, in "shopping", Katie Carne spends her day dancing around the shops to the strains of Joey Levine's Come on Baby, while wearing Maddie Rich ankle boots.

Both ads end with the line: "Shoes designed for living."

Project: Jonny's prayer
Client: Mark Phillips, head of communications, Adidas
Brief: Celebrate the contribution that Jonny Wilkinson made to England's
place in the Rugby World Cup final
Creative agency: TBWA\London
Writers/art directors: Danny Brooke-Taylor, Michael Burke
Planners: David Frymann, Ben Wilkinson
Media agency: Carat
Media planner: Joe Brewer
Exposure: National press, poster


This tactical ad from TBWA\London celebrates Jonny Wilkinson's significant contribution to England's recent Rugby World Cup campaign by replaying a fictional climax to last weekend's final.

Capturing the mood of the dramatic contest against South Africa, which the Springboks ended up winning 15-6, the ad presents a scenario of a last-minute penalty with the scores level. It is pressure that only England's talisman can handle. The nation prays.

Wearing Adidas Predator boots, the ad embodies Adidas' core belief that "Impossible is nothing".

Project: Film4 sponsorship idents
Client: Suzanne Gray, advertising manager, BMW UK
Brief: Continue to broaden the appeal of the BMW brand by demonstrating
its relevance to the progressively minded Film4 audience
Creative agency: WCRS
Writer/art director: Yannakis Jones
Planner: Olivia Bebb
Media agency: Vizeum
Media planner: Simon Bevan
Production company: HSI
Director: Yannakis Jones
Editor: Alistair Jordan, Johnny Bongo
Post-production: The Mill
Audio Post-production: Grand Central
Exposure: Film4


Throughout the history of film, cars have played an intrinsic part of the movie experience. Think Bullitt, The Italian Job and, erm, Herbie Goes Bananas.

For its sponsorship of Film4, WCRS has created a set of idents for BMW that intend to show just how car scenes are filmed.

The initial set of 15-second idents, which are shot in a documentary style, show the cars being prepped and readied for filming, and, finally, everything being packed away.

The five-second bumpers on either side of the ads are the actual shots from the moving car taken by the film crew.

Project: Buy one, get one tree
Client: Dan Shrimpton, creative manager, Innocent
Brief: Create a website that engages and informs consumers on Innocent's
"buy one, get one tree" campaign
Creative agency: Soup
Writer: Innocent
Art director: Steven Bennett-Day
Planner: David Passey
Designers: Susannah White, Rebecca Vaughan
Exposure: Online


Soup has created a microsite for "buy one, get one tree", Innocent's new campaign to support sustainable tree-planting schemes in the developing world.

The fruit-based drinks company will make a donation to Carbon Clear, an organisation that co-ordinates reforestation projects in India and Africa, when users enter a unique code (which can be found on the side of smoothie cartons) on the site.

It will also plant a virtual tree in an online forest for each code registered. Users can write notes and attach them to their tree for others to see.

Innocent aims to plant 100,000 trees across India and Africa as a result of the promotion.

Project: Autumn DM pack
Client: Neil Stead, marketing manager, direct marketing, Waitrose
Brief: Increase sales in autumn, especially seasonal products
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Jamie Tierney
Planner: Amanda Griffiths
Media agency: MGO
Photographer: Clive Streeter
Designers: Brad Saunders and Kate Ball
Exposure: Direct mail to Waitrose customers


Kitcatt Nohr Alexander Shaw has created a fold-out A2-sized paper tablecloth for Waitrose.

The idea behind the pack is to drive shoppers into the store throughout the autumn period in order to sample its "Best of British" collection.

Each section of the tablecloth contains useful recipes for Sunday lunch ideas (along with mouth-watering pictures), and stories about individual farmers who provide locally sourced produce. Each recipe can be cut out and kept.

Customers are also being persuaded to shop at Waitrose through a set of sequentially dated money-off vouchers.

Project: Nothing But The Truth
Clients: Alex Lewis, director of marketing and communications, Sky
Networks; Sophie Jones, senior marketing manager, BSkyB
Brief: Promote the gameshow Nothing But The Truth, which is hosted by
Jerry Springer
Creative agency: The Red Brick Road
Writer: Dan Warner
Art director: Andy Vasey
Planner: David Hackworthy
Media agency: MediaCom
Typographer Anika Jaeger
Exposure: Ambient media, outdoor, press


The Red Brick Road has released its first work for Sky Networks since scooping the business in July.

The ambient campaign promotes Sky One's new gameshow Nothing But The Truth. The show, hosted by Jerry Springer, wires contestants up to a lie detector and interrogates them with a series of increasingly probing questions about their private lives.

Mimicking the show's premise, the posters ask questions such as "Have you ever used the cardboard bit when the toilet roll's run out?", and they will be emblazoned on toilet doors.

Also, stickers in gym changing rooms will ask: "Have you ever thought about your personal trainer during sex?" Similarly candid questions will also appear on beer-mats, washroom posters, floor posters, 48- and 96-sheet posters, and in the national press.

Project: Taste the Difference tasting notes booklet
Client: Paul Tavener, relationship marketing manager, Sainsbury's
Brief: Encourage our most valuable customers to try something new, but
also to make them feel valued and rewarded by Sainsbury's to drive
long-term loyalty
Creative agency: Tullo Marshall Warren
Writer: Tom Harman
Art director: George Bell
Planner: n/s
Designer/photographer: Seven Publishing
Exposure: Sent to 200,000 high-value Nectar card customers


Sainsbury's new direct marketing pack, by Tullo Marshall Warren, pushes the supermarket's Taste the Difference range to around 200,000 of its most loyal shoppers.

Dedicated to food fans, the pack opens into a booklet that tantalises customers with appetising recipes, including bacon-wrapped chicken stuffed with pomodorino, and steamy cod with sugar snap peas. The pack also includes a letter, six discount coupons, a page on which to record favourite dishes, and plenty of recipes that use ingredients from the supermarket's Taste the Difference range.

Project: National Express student campaign
Client: National Express
Brief: Raise university students' awareness of the £1 funfares
that National Express offers
Creative agency: Hooper Galton
Writer/art director: Martin Galton
Planner: Olivia Johnson
Media agency: Media Planning Group
Model-makers: Codsteaks
Photographer: n/s
Exposure: UK press and poster executions


With the new university year now well under way, National Express is reaching out to those hard-up students with a poster campaign, from Hooper Galton, that uses various insights into college life.

Through three executions, the coach operator is addressing students, and telling them just how cheap it can be to travel around the country, and the rewards that come with it.

For example, in "sweetheart", the poster explains that by taking a cheap coach trip, you can find your way into the loving arms, or bosom, of your loved one.

Other reasons to travel include getting proper food at your parents' house and going to a party.

Project: Poppy Man
Client: Russell Thompson, director of national events and fundraising,
Royal British Legion
Brief: Raise awareness of the Poppy Appeal, and the work of Royal
British Legion in the run-up to Remembrance Day
Creative agency: The Gate Worldwide
Writer: The Gate Worldwide
Art director: The Gate Worldwide
Planner: The Gate Worldwide
Media agency: The Gate Worldwide
Photographer: Spencer Rowell
Exposure: National outdoor sites, rail poster sites, London Underground
poster sites


With Remembrance Sunday approaching, the Royal British Legion has launched a poster campaign designed to highlight why everyone should buy a poppy.

The work, created by The Gate Worldwide, features a new character, the Poppy Man. Each poster execution features an ex-service man or his family being helped by the Poppy Man in a bid to demonstrate the effect that buying a poppy can have on real people.

In "disability", the Poppy Man is pushing an ex-service man in a wheelchair, while in "family", the character walks on a beach with a mum and her child.

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