The Work: New Campaigns - UK

Project: Website like no other
Client: Hugo Feiler, general manager for audio marketing communications,
Sony Europe
Brief: Drive traffic to portal and encourage participation in
script-writing challenge
Creative agency: Fallon (in collaboration with Dare)
Writer/art director: Andy Lockley
Planner: Jo Hudson
Designer: Mark Elwood
Production company: OneSix7 Productions
Director: Blink
Editors: Blink, Ben Campbell
Photography: Blink
Post-production: Rushes
Exposure: Online


Sony Europe has enlisted a Hollywood veteran to promote its Vaio computers in an online film campaign.

The 27 short films, created by Fallon, see the Academy Award nominee John Malkovich discussing his inner-most thoughts and feelings.

The short, humorous executions were filmed over a four-day period in Paris and give a unique insight into the workings of Malkovich's mind. The actor is seen in various locations, pondering a range of issues, from his affection for the word "dude" to his distrust of horses. He says: "Dogs I trust pretty well, horses less so, because I think they're a little bit stupid."

The online ads will run on a dedicated campaign website,, which was designed by Dare. As well as hosting the films, the website will give users the opportunity to complete a script started by Malkovich. He will help judge the entries for each subsequent scene until the script is complete.

Project: Belong
Client: Martin Coyle, brand director, Carling
Brief: Dramatise the joy of belonging
Creative agency: Beattie McGuinness Bungay
Writer: Pat Burns
Art director: Gavin McGrath
Planner: Dan Hill
Media agency: Vizeum
Media planner: Daliah Epstein
Production company: Sonny London
Director: Fredrik Bond
Editors: Tim Thornton-Allan, Patric Ryan, Marshall Street Editors
Post-production: The Moving Picture Company
Audio Post-production: 750mph
Exposure: National TV, cinema, outdoor, online


Carling is refreshing its "Belong" campaign with two new films, introducing a group of mates who find themselves in situations where their loyalty to each other is put to the test.

In "space", the first commercial to go on air, the friends are shown as astronauts facing a supreme being who asks whether they "seek the truth". Just as they are about to find out, he sees that one is wearing trainers and refuses him enlightenment. But rather than abandon him, his pals opt to go somewhere else.

"Explorer" sees the lads huddled in a tent together in the Arctic, refusing to go out, until one of them mentions that it's his birthday. Despite the extreme conditions, they decide to venture out.

Both spots end with the line: "You know who your mates are."

Project: Carbon footyprint
Client: Catherine Woolfe, head of advertising, E.ON UK
Brief: Communicate the aim to make the FA Cup 2007/08 carbon-neutral
Creative agency: TBWA\London
Writers/art directors: Graham Cappi, James Gillham
Planner: Tom Morton
Media agency: Initiative
Media planner: Max Lucas
Production company: Thomas Thomas
Director: Jim Gilchrist
Editor: Adam Spivey, Speade
Post-production: The Mill
Audio Post-production: Grand Central
Exposure: Sky TV, national press, in-stadium media


E.ON, the energy supplier, is sponsoring the FA Cup this season, and is promoting eco-awareness through its idents.

The "carbon footyprint" campaign, created by TBWA\London, uses a trio of shirtless football fans to encourage sports fanatics to make simple changes to their football-watching lifestyle in order to reduce emissions.

The trio are shown going to a match on rollerskates, on a sledge and by hitching a ride while dressed in drag.

The campaign is supported by print and online executions with links to the website, where fans can pledge to reduce emissions.

Client: Nicola Ech Channa, brand communications manager, McCain
Brief: Encourage consumers to spend time with the McCain brand and
thereby re-evaluate their perceptions of it
Creative agency: Glue London
Writer: Lewis Raven
Art director: Adam King
Planner: Ben Mitchell
Designer: Victor Woode
Director: Paul Smith, Aardman Animations
Exposure: Viral


McCain is targeting women aged 20 to 35 with a viral ad created by Glue London. The viral promotes the fact that McCain uses specially selected potatoes by featuring a cast of chirpy spuds who deliver personalised messages to friends and family.

The website invites users to type in the name of their chosen recipient and a series of messages they want to pass on. Users can write personalised messages as well as selecting slogans including "You Rock" and "World's Best Buddy". The animated potatoes then obligingly march across the screen with placards to deliver it.

Project: Denim
Client: Dave Hieatt, founder, Howies
Brief: Show the quality of craftsmanship that goes into making Howies
Creative agency: Dye Holloway Murray
Writers: Phoebe Coulton, Dave Dye, David Goss, Ollie Wolf
Art director: Dave Dye
Planner: Justin Holloway
Media agency: Direct
Photographer: Laurie Haskel
Photographer's agency: Direct
Retouching: company Keenes
Exposure: Fashion, sports and lifestyle magazines


The eco-friendly clothing manufacturer Howies is launching a press campaign that features a range of close-up shots of its denim range.

The executions focus specifically on the quality of the craftsmanship of the jeans by using snappy copy lines to highlight particular product details, including the replacement of rivets with cross-stitching (apparently, so they don't dig into the wearer) and pockets that are now 20 per cent stronger.

Each execution directs consumers to the company's website ( for further information.

Project: Gardener's friend
Client: Susie Mitchell, small cars account manager, Volkswagen
Brief: Demonstrate the benefits of Golf Plus to green-fingered consumers
Creative agency: Proximity
Writer: Chris May
Art director: Mark Dudley
Planner: Matt Tanter
Photographer: Chris Myhill
Illustrator: Roger Gorringe
Retoucher: St James
Exposure: Direct mail sent to 30,000 target audience


After discovering that a large proportion of Volkswagen Golf drivers are of the green-fingered persuasion, Proximity created a gardening-themed mailer for the Golf Plus model.

The DM pack contains a hardback book called The Golf Plus Book of Gardeners Friends, which explains how "friends" such as the thrush, the hedgehog and the ladybird take care of snails, slugs and aphids.

Each page carries an image of a "garden friend", with copy on the other side explaining its role in the garden.

The book then goes on to explain that, with its clever use of space, the Golf Plus is the "friend" that will take care of everything else.

Project: Waitrose Christmas DM pack
Client: Nikky Gamble, assistant marketing manager, Waitrose
Brief: Encourage incremental spend in the run-up to and over the
Christmas period
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Ben Golik
Art director: Phil Wyatt
Planner: Amanda Griffiths
Photographer: n/a
Designer: Kate Ball
Exposure: Direct mail to potential customers


Waitrose is going all festive with its latest direct marketing in a bid to tempt customers into its stores throughout the Christmas period.

The pack, created by Kitcatt Nohr Alexander Shaw, takes the form of a Christmas advent calendar depicting a wintry forest scene. The windows on the front open up to reveal the words: "Open up to discover a feast of ideas." Further windows peel back, revealing a food suggestion along with an image of food or wine.

On the back of the pack, there is information about some of Waitrose's Christmas offerings, from catering to hampers to its Christmas shopping service.

Project: Admission free
Clients: Sir Terence Conran; Roger Mavity, chief executive, Conran
Brief: Inspire customers to visit the Conran Shops in New York and
Creative agency: CHI & Partners
Writer: Nigel Roberts
Art directors: Nigel Roberts, Dan Beckett, Paul Belford
Designer: Dan Beckett
Exposure: Outdoor


CHI & Partners has created a colourful print campaign to promote the Conran Shops in London and New York.

The print executions feature a piece of design from Conran's new collection of furniture and homeware, accompanied by the price. Although the prices are high, each execution encourages customers to browse by carrying the strapline: "The Conran Shop. Admission free."

One poster shows a close-up of the corner of a bright yellow crystal vase against a black background, while another depicts the mouth of a different vase with a white exterior and a deep red interior.

The final execution features a pendant lamp, designed to resemble a ball of black string, which has been photographed against a white backdrop.

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