The Work: New Campaigns - UK

Project: Meet the entertainers
Client: Sony Computer Entertainment Europe
Brief: Illustrate that PlayStation 3 is an entertainment supercomputer
Creative agency: TBWA\London
Writer/art director: Julia Taylor
Planners: Neil Hourston, Nicole Strada
Media agency: Manning Gottlieb OMD
Media planner: Claire Peters
Production company: Biscuit/Independent
Director: Noam Murro
Editor: Rick Russell, Final Cut
Post-production: The Mill
Exposure: TV, online


TBWA\London's esoteric new Christmas campaign for PlayStation 3 demonstrates the console's wealth of technical capabilities.

The 60-second ad features a series of entertainers, including a magician and his team of assistants, who transform a scruffy mongrel into a perfectly coiffed poodle. This intends to show how PS3's high-definition and Blu-ray disk capabilities make everything - from games, movies and photos - more intricate and detailed than other consoles.

An acrobatic couple perform seamless movements without wires just like the PS3's SIXAXIS wireless controller, which translates body movements. Finally, the processing power of PS3 is brought to life by an intense shoot-out that sees a moustached man body-popping as he dodges bullets.

The campaign is running across 16 countries in Europe and Australia. Three separate ads are available online at, and the full ad will air on TV on 1 December.

Project: Sorenta shakedown
Client: Denise Banks-Champion, head of brand strategy, Vodafone
Brief: Launch the Sony Ericsson W910i Walkman phone
Creative agency: Dare
Creative team: Vicky Ghose, Andy Amadeo
Planner: Esther Garland
Designers: Dennis Christensen, Steve Whittington


Dare has launched the latest site for the Sony Ericsson W910i Walkman phone for Vodafone, which allows you to access any track and download videos.

The site ( is centred on a collection of videos. Set in a village in Italy, a boy explains how a misunderstanding between him and his friend has led to the locals believing a big music festival is imminent. Why? Because he said: "They could be listening to the biggest names in pop music, right here and now ... on this mountain." This has led to excitement across the village. By clicking on various characters, you can see how they are busy preparing for the event.

An online ad campaign featuring flyers for the mythical music festival will drive people to the site.

Project: Wispa's back
Client: Jodie Bates, brand manager, Cadbury Trebor Bassett
Brief: Announce the return of Wispa
Creative agency: Publicis
Writer: Alex Ball
Art director: Andy Johns
Planner: Jeremy Thorpe-Woods
Media agency: Starcom
Media planner: Howard Watson
Exposure: Posters


Wispa is back. Years after being withdrawn from the confectionary shelves of local newsagents across the country, Cadbury has relented and reintroduced the chocolate bar.

Heralding its revival is a long-copy poster campaign created by Publicis.

Underneath a picture of a Wispa bar are images of other products you associate with the 80s, such as a huge mobile phone and a £1 note, alongside copy reminding us of what life was like back then.

It starts by saying: "Ads looked like this. You had big hair. Phillip Schofield had brown hair." Other excerpts include: "Hippos were hungry hungry ... Your BMX had spokey dokeys ... Dallas was all a dream."

Project: Red
Clients: Olivier Danan, brand communications director; Loredana Alicino,
brand communications manager;Vijay Iyer, communication manager, GM
Brief: Give more insight into the lives of the C.M.O.N.S.
Creative agency: Delaney Lund Knox Warren & Partners
Writers: Paula Marcantonio, Jon Elsom
Art director: Keith Terry
Planners: Charlie Snow, Ed Warren, Dan Shute
Designer: Framestore CFC
Directors: Dom & Nic
Editor: Final Cut
Exposure: Viral


The C.M.O.N.S. are back in this new viral stunt for the Vauxhall Corsa. In this execution, one of the cheeky little puppets arrives home carrying a large box under his arm and looking very pleased with himself. He climbs up the stairs and unwraps his package (a penis-enhancing kit), so that he can augment his own, um, package.

He then pulls on an oversized jumper and begins dancing in front of the mirror, swinging around his barely concealed manhood.

This is part of the ongoing C.M.O.N.S. campaign for Vauxhall created by Delaney Lund Knox Warren & Partners. Known as Blue, Red, White, Cherri and Moo, they all live in Barcelona, love going out, having a laugh and driving around in their Corsa. The campaign is seeded by GoViral and supported by the characters' own YouTube channel at

Project: Quality Street makes Christmas
Clients: Nicola Mackley, head of gifting; Gillian Dempsie, brand
manager, Quality Street, Nestle
Brief: Put the emotional heart back into Quality Street at Christmas
Creative agency: JWT London
Writers: Laurent Simon, Aidan McClure
Art directors: Laurent Simon, Aidan McClure
Planners: Hilde Oord, Nicole Rulka
Media agency: MindShare
Media planner: Chris Gough
Production company: Nexus Productions
Director: Jonas Odell
Exposure: National TV, cinema


JWT has created a TV campaign for Quality Street that aims to position the chocolate brand as an essential Christmas treat.

The 30-second computer-animated spot opens on the chocolates in their brightly coloured wrappers falling from the sky in the shape of snowflakes.

While Good King Wenceslas plays in the background, the sweets swirl, undulate and congregate together to form familiar Christmas shapes such as a wreath, a cosy fireplace and a Christmas tree.

Finally the sweets come to rest in a Quality Street tin at the foot of the tree. The spot ends with the strapline: "Quality Street makes Christmas."

Project: Big touches
Client: Richard Payne, marketing communications manager, Mercedes-Benz,
DaimlerChrysler UK
Brief: Promote the Mercedes-Benz brand story via an insert in the
automotive trade magazines
Creative agency: Claydon Heeley (for Zulu)
Writer: Tris Williams
Art director: Ben Drummond
Planner: Zulu
Designer/photographer: Rob Bootle
Production company: Georgie Bradshaw
Exposure: Insert in the automotive trade magazines


Mercedes-Benz is targeting car enthusiasts with a highly detailed poster that will run as an insert in automotive trade magazines.

The execution, created by Claydon Heeley, features a collage of images and text explaining the highlights of the car's 121-year history.

Text on the front of the folded-up poster explains: "In 1886 we invented the world's first car." As the poster is unfolded, the text inside reads: "121 years later ... there's quite a bit more to add to the CV."

When the execution is completely unfurled, a collage of black-and-white images of cars and mechanical drawings is revealed.

Project: Sex
Client: Jo Houghton, senior corporate fundraiser, Terrence Higgins Trust
Brief: Raise funds and awareness, marking the Terrence Higgins Trust's
25th anniversary
Creative agency: Euro RSCG
Writer: Kyla Elliot
Art director: Ben Beazley
Planner: Karen Waring
Exposure: Posters


The Terrence Higgins Trust is asking the question: "How much should you pay for sex?"

The charity, which is celebrating its 25th anniversary this year, concentrates on helping people with HIV.

Through asking the above question, the long-copy poster campaign challenges the reader to think about the effect that HIV has on the sufferer, such as losing jobs, friends and family.

Project: Food waste
Client: Bronwen Jameson, food waste campaign manager, Waste & Resources
Action Programme
Brief: Encourage consumers to cut down on domestic food waste
Creative agency: Archibald Ingall Stretton
Writer: Gary Williams
Art director: Sarah Harris
Planner: Simon Ringshall
Designer/photographer: Mark Davison
Exposure: National press, magazines, online


Archibald Ingall Stretton has created a campaign for the Waste & Resources Action Programme, which aims to encourage consumers to curb their food waste.

The execution uses a hard-hitting fact about food wastage in a bid to persuade consumers to be more efficient in their use of materials and recycle more often.

The posters show an image of a piece of fruit, such as a tomato or pear, with a single tear running down the side. The image is accompanied by copy that reads: "A third of the food we buy in the UK ends up being thrown away. Sad, isn't it?"

The print campaign will be backed by an online and door-drop campaign.

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