The Work: New Campaigns - UK

Project: Christmas belles
Clients: Steve Sharp, executive director, marketing; Jude Bridge, head
of customer communications; Susan Aburey-Cound, group head of marketing
Brief: Announce to the nation's women that Marks & Spencer's Winter
Collection has arrived and to wish all M&S customers a Merry Christmas
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Pip Bishop
Art director: Chris Hodgkiss
Planner: Lucy Howard
Media agency: Walker Media
Media planner: Katherine Baker
Production company: RSA
Director: Dawn Shadforth
Editor: Richard Orrick
Post-production: The Moving Picture Company
Audio Post-production: Owen Griffiths, Jungle
Exposure: UK TV


The annual Marks & Spencer Christmas extravaganza has arrived, and this year the scene has moved from the camp ice palace to Hollywood in the 40s. Also joining the ladies - Twiggy, Erin O'Connor, Lizzie Jagger, Laura Bailey and Noemie Lenoir - this time around is the movie star Antonio Banderas.

The film is a homage to 40s Hollywood movies with the women styled as iconic screen heroines of the era.

Each of the glamorous ladies wants one thing for Christmas - a mystery man who is revealed at the end of the commercial to be Banderas.

Musical accompaniment is provided by a re-orchestrated version of Andy Williams' It's The Most Wonderful Time of the Year.

Project: Shadows
Client: Gill Barr, executive marketing director, John Lewis
Brief: Find the gifts that are perfect for the one you're giving to this
Creative agency: Lowe London
Writer: George Prest
Art director: Johnny Leathers
Planner: Tracey Follows
Media agency: Manning Gottlieb OMD
Media planner: Paul Knight
Production company: Partizan
Director: Michael Gracey
Editor: Diesel
Post-production: The Mill
Exposure: UK TV, UK Cinema


This week, John Lewis is returning to television screens for the first time in three years with a Christmas ad that sees the retailer throwing its hat into the ring against the like of Debenhams and Marks & Spencer.

To the strains of Morning Serenade from Prokofiev's Romeo and Juliet, we see a boy holding an anglepoise lamp and the shadow it leaves behind him.

He carefully places the lamp on the floor and is then followed by other shoppers, each placing objects on the ground and leaving the scene.

As the pile of Christmas goodies grows, the shadow gradually develops into the shape of a girl and a dog, looking into the distance.

The endline is: "Whoever you're looking for this Christmas. John Lewis."

The TV ad will be supported by press and poster work.

Project: Artois launch campaign
Clients: Adam Oakley director of marketing; James Watson, marketing
manager, InBev
Brief: Communicate the generations of craftsmanship and care put into
the family of beers brewed by Artois
Creative agency: Lowe London Writer Tom Hudson
Art director: Lee Goulding
Planners: Nick Hirst, Carl Ratcliff
Media agency: Starcom
Media planner: Steve Keenan
Production company: Academy Films
Director: Nick Gordon
Editor: Ric Russell, Final Cut
Post-production: The Moving Picture Company
Exposure: National TV, online


This is the first TV execution of the "Pass on something good" campaign that has been running on posters and in print since May supporting the Artois family of beers.

The film, which symbolises the six centuries of care involved in the brewing of Artois, starts in an old village hostelry somewhere in France.

There are a series of vignettes showing the locals living out the "pass on something good" philosophy.

In one, an old man forgets his hat and has it returned to him, while in another a priest gets a gift of a pineapple. There is even a surreal scene where an old lady is handed back her lost earring by a monkey.

Project: Christmas 2007
Client: Stuart Ibberson, senior brand manager, Lurpak
Brief: Give Lurpak's opinion on Christmas
Creative agency: Wieden & Kennedy
Writer: Matt Powell-Perry
Art director: Matt Joiner
Planner: Matt Boffey
Media agency: Carat
Media planner: Ellie Roberts
Photographer: David Sykes
Photographer's agency Swerve Photography
Retouching: Tapestry
Exposure: National press, outdoor


Lurpak is launching a poster and print campaign to remind shoppers of its butter's virtues over Christmas.

The ads feature a range of traditional Christmas favourites, including turkey, some golden roast potatoes and balls of crispy stuffing, all sitting in plastic containers.

Among them is a half-used pack of Lurpak, showing how essential the butter is over the Christmas period in turning the massive amount of leftovers into new meals.

The executions retain the endline: "Good food deserves Lurpak." It also promotes

Project: Oxfam Unwrapped Christmas campaign
Client: Viv Carden, marketing and communications officer, Oxfam
Brief: This Christmas give a decent present from Oxfam Unwrapped
Creative agency: Leo Burnett London
Writers/art directors: Jonathan Burley, Jim Bolton
Planner: Julia Chalfen
Media agency: ZenithOptimedia
Media planner: Claire Creeke
Production company: Vital at Weilands
Director: Jon Greenhalgh
Post-production: The Moving Picture Company
Exposure: TV, outdoor, online, national press inserts


Oxfam has shown that it can keep up with the Tesco and the Marks & Spencers of the world by enlisting some celebrities to launch its Campaign for Decent Christmas Presents.

Dame Helen Mirren, Helena Bonham Carter, Will Young and funnyman Rob Brydon all line up for Leo Burnett's first campaign for Oxfam Unwrapped.

In the 40-second execution, which is filmed like a classic charity ad, the celebs make pleas to end rubbish present buying, while holding rubbish presents.

The objective is to encourage people to buy gifts for others that can really make a difference to their lives and the lives of people less fortunate than themselves.

Project: Orange "gold spot"
Client: Rachel Macbeth, head of advertising and design, Orange
Brief: Remind people to switch off their mobile phones in cinemas
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Initiative
Media planner: Sean Pattison
Production company: Epoch
Director: Stacy Wall
Editor: Sam Sneade
Post-production: Glassworks
Audio Post-production: 750mph
Exposure: National cinema


Macaulay Culkin, the former child star of the Home Alone films, returns to the big screen in the latest instalment of the Orange Gold Spot cinema campaign from Mother.

In this execution, Culkin is playing a prisoner on death row engaging in a deep monologue as he contemplates his life and searches his soul.

He is interrupted by the fictitious Orange executives Mr Dresden and his assistant Elliot who, naturally, have a different approach in mind.

The ad ends with Home Alone-style slapstick as prison guards get hit by flying buckets and slip on oil as Culkin looks on in frustration.

Project: MyFaves
Client: Michelle Manners, online content manager, T-Mobile
Brief: Bring the MyFaves proposition online as part of an integrated
media campaign
Creative agency: Saatchi & Saatchi Interactive
Writer: Tristan Fitzgerald
Art director: Tom Eslinger
Planner: Steve Taylor
Media agency: MediaCom
Media planner: Helen Brain
Designer: Rob Northam
Exposure: Promoted on and online virals


This game promotes the newly launched T-Mobile price plan, MyFaves, offering unlimited calls and texts to five favourite people.

In the game, the player speeds around the city searching for the five MyFaves friends he has lost.

As he finds them, they join up to create a human ball that gathers speed as it goes, bouncing off walls and lamp-posts.

The game was developed by Saatchi & Saatchi Interactive in partnership with the Brooklyn-based games specialist SMERC and is available at

Project: Unlimited
Clients: Rachel Macbeth, head of advertising and design; Natasha Payne,
advertising manager, Orange
Brief: Celebrate Orange's offer of unlimited free texts for
pay-as-you-go customers
Creative agency: Fallon
Writers/art directors: Tomas Mankovsky, Samuel Akesson
Planner: Gareth Goodall
Media agency: Initiative
Media planner: Sean Pattison
Production company: Blink
Director: Dougal Wilson
Post-production: The Moving Picture Company
Audio Post-production: Factory
Exposure: National TV


Fallon has proved that it just loves playing with brightly coloured things in the open air.

In this ad for Orange, which is designed to highlight its offer of unlimited texts on payasyougo, huge rolls of coloured fabric go bouncing down flights of steps and a cannonball of ribbons flies through the air, as well as a woman drawing on a wall with coloured crayons.

The main message is communicated through this neverending relay of colour, culminating in a flock of coloured kites in the air.

The campaign ends with the line: "Good things should never end."

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