The Work: New Campaigns - UK

Project: Cadbury's Creme Egg 2008
Client: Michelle Goodes, senior brand manager, Cadbury
Brief: Unleash the goo
Creative agency: Publicis
Writers/art directors: Steve Nicholls, Matthew Anderson
Planner: Jeremy Thorpe-Woods
Media agency: Starcom
Media planner: Howard Watson
Production company: Partizan
Director: Chris Cairns
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


Cadbury's Creme Egg, once famed for its "How do you eat yours?" line, focuses on the soft, sweet filling inside each egg in this new campaign from Publicis.

Using TV, bus lenticulars and six-sheet posters, the campaign updates the endline to: "Here today, goo tomorrow."

The TV work shows animated kamikaze eggs attempting to get to their "goo" in a number of ways, including splatting themselves against a wall, slicing themselves in a blender and melting themselves with a hairdryer.

There are nine ten-second TV spots that run on terrestrial channels from next month.

Project: Frank campaign
Clients: Home Office, Dept of Health, Dept for Children, Schools and
Brief: Present five key messages to Frank's target audience: the mental
effects of smoking cannabis, the anti-social aspects of smoking
cannabis, the risk of taking pills, peer pressure and positioning Frank
as the expert for drug advice
Creative agency: Profero
Writer: Alastair Mills
Art director: Warren Frost
Planner: Jesse Basset
Media agency: I-level
Media planner: Helen Brown
Designer: Tim Grout
Exposure: Online


Profero's latest campaign for Frank, the Government's drug advice line, takes a daring approach to telling young people about the dangers of drugs.

Ten digital executions featuring a mix of short films, interactive games, advertising, viral and video content highlight the risks of taking drugs.

One features an interviewer at a rave talking to clubbers. He approaches one who suddenly passes out, prompting the camera to cut, with the only audible sound being the faint cries of his peers.

The campaign will run online and encourage people to find out more about the dangers of drugs by clicking on to the Frank website (

Project: Time
Client: Breda Bubear, head of advertising and comms, Virgin Atlantic
Brief: Promote the launch of the new Upper Class Wing at Heathrow
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers/art directors: Gethin Stout, Joe Fitzgerald, Kim Hutcheson
Planner: Emily James
Media company: Manning Gottlieb OMD
Media planner: Katherine Hughes
Production company: Another Film Company
Director: Jeff Stark
Editor: Bruce Townend, The Quarry
Post-production: The Moving Picture Company
Explosure: TV


Rainey Kelly Campbell Roalfe/Y&R is highlighting the precious commodity of time in its latest TV campaign for Virgin Atlantic. The 50-second spot builds on press and outdoor advertising that launched at the end of 2007 by promoting the time-saving features of the airline's Upper Class Wing.

The spot shows the actor John Hannah enjoying the service's limo to the airport, private security-check queues and a check-in lounge equipped with a cocktail bar and snooker table. While lapping-up the luxury treatment, Hannah explains that the Upper Class Wing gives you more time to do the things you enjoy.

The ad will be supported by press, poster and digital activity.

Project: NSPCC exercise book DM pack
Client: Lisa Miller, mid-level manager, NSPCC
Brief: Create a direct mail pack to inspire regular cash donors to
increase their monthly giving by £5 per month and lapsed donors to
give a monthly £5 donation to support NSPCC services
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Guy Bingley
Art director: Carl Lough
Planner: Phil Cragg
Designer: Andy Edwards
Illustrator: George Keevill
Exposure: Direct mail


The NSPCC is promoting the work done by its Schools Teams, who provide counselling to young children, using a direct marketing campaign.

The pack, created by Kitcatt Nohr Alexander Shaw, aims to persuade regular cash donors to increase their monthly contributions by £5.

It tells the story of Harry, a victim of child abuse, and takes the form of his schoolbook, which is covered with typical child-like doodles. On closer inspection, however, the reader discovers that these are really cries for help.

The pack goes on to explain how NSPCC Schools Teams counsellors can help abused children recover.

Project: Problem playground
Clients: Ian Armstrong, manager UK communications; Harry Cooklin,
marketing communications manager (cars), Honda
Brief: Showcase Honda's corporate perspective towards the environmental
challenges it faces
Creative agency: Wieden & Kennedy
Writers: Sam Heath, Mark McCall
Art directors: Frank Ginger, Richard Dorey
Planner: Simon McCrudden
Media agency: Starcom
Media planner: Jane Ollier
Retouching: Stanley's Post
Exposure: Print and outdoor


Wieden & Kennedy's 2008 campaign for Honda showcases its engineering innovations that have helped to make its cars less impactful on the environment.

The print and outdoor ads rework a variety of popular puzzles, and use them to demonstrate Honda's aim to solve problems. One ad is an anagram of the sentence "when problems are a joy". Another is a "spot the difference" featuring two Honda Civic Hybrids. The copy explains how the car recaptures energy used from braking and uses it to power the engine.

The campaign leads its audience to a microsite ( The TV ads for this campaign launch next month.

Project: Pull your finger out
Client: Michaela Capanna, marketing manager, Department of communities
and local government
Brief: Drive down deaths and injuries by encouraging checking of battery
operated smoke alarms
Creative agency: Euro RSCG London
Writer: Imran Patel
Art director: Dave Prater
Planner: Andrew Crosthwaite
Media agency: Carat
Media planner: Greg Paterson
Production company: Serious Pictures
Director: Peter Webber
Editor: Dave Webb, Final Cut
Post-production: The Mill
Exposure: National TV


The new Fire Safety campaign from Euro RSCG London opens with the actress Julie Walters making a cup of tea in a house. She explains how one in three smoke alarms in the UK has a flat battery.

As the camera pans across, it becomes clear that the house is charred after experiencing a fire. Walters, suddenly turning dark, asks: "Who is going to be trapped in your house while it burns? Your brother, your mother, you? Maybe you should test yours now."

The ad is designed to confront viewer apathy and jolt people into immediately testing their smoke alarm.

Project: Meet the DJs
Client: James Wood, head of marketing, BBC Radio 1 and 1Xtra
Brief: Promote Radio 1's increased range of new and specialist music
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Media agency: BBC
Media planner: BBC
Production company: Agency Republic
Director: Agency Republic
Editor: Intro
Post-production: Intro
Exposure: National TV


Agency Republic has taken its digital "Meet the DJs" campaign for Radio 1 into the traditional advertising space, producing a series of short TV promotions to highlight its broad range of radio shows.

The 30-second spots are a continuation of the online campaign, which saw various DJs talking about their passion for music in short interview clips.

Each trailer shows Radio 1 DJs such as Tim Westwood, Pete Tong and Annie Mac standing in a circle around a pile of speakers. The camera spins round to each one in turn, as they talk about the best thing about being a radio DJ, the style of music they feature and their favourite sound.

The executions end with the strapline: "Trust Radio 1 to bring you the best new music, every night from seven."

Project: Save today, save tomorrow
Client: Ed Varley, head of mass marketing, EDF Energy
Brief: Demonstrate how EDF Energy can help customers become more green
Creative agency: MBA
Writer: Sarah Pilkington Art director Graham Kerr
Planner: Matt Wright Media agency Media Planning Group
Media planner: Kelly Parker
Designer: Graham Kerr
Exposure: Online


MBA has created a microsite to support the new EDF Energy campaign. Like the TV work from Euro RSCG, it features the It's Not Easy Being Green song written by Joe Raposo for Sesame Street in 1970.

The microsite,, features a book turning in sync with the song's lyrics. Each page comes to life like a pop-up book, and rainbows, birds, parachutes and windmills are among the objects and wildlife to pop out of the pages.

The site illustrates how EDF attempts to combat climate change and suggests ways users can do the same.

Project: It's like ...
Client: Wells & Young's Bombardier
Brief: Promote Bombardier as the "Drink of England"
Creative agency: Mustoes
Creative directors: Ben Friend, Simon Brotherson
Planner: Andrew Levy
Media planning: Equinox
Media buying: Newcast
Production company: The Eberling Group
Director: Bitstate
Audio-post production Jungle
Exposure: National TV


Bombardier continues its sponsorship of Al Murray's Happy Hour in 2008 with a new campaign developed by Mustoes.

The work links the beer with English icons. Using a "fruit machine"-style format, English icons drop into place on each reel to reveal an amusing scenario that is celebrated by a fanfare of the anthem Jerusalem.

The work follows on from the recent "It's like ..." outdoor campaign, which launched over Christmas and attempts to cement Bombardier's position as the "Drink of England". Al Murray's Happy Hour aired on 11 January. It runs for ten weeks and is supported by various idents.