The Work: New campaigns - UK

Project: Light, lighter
Client: Tom French, marketing director, Computer Systems Group
Brief: Launch Toshiba's new brand positioning "leading innovation"
Creative agency: Grey London
Writer: Colin Lamberton
Art director: Seyoan Vela
Planner: Nick Southgate
Media agencies: PHD, Rocket
Media planner: Will Jellicoe
Production company: RSA Films
Director: Johnny Hardstaff
Post-production: RSA Films
Audio Post-production: Wave Studio
Exposure: National TV


Grey has unveiled its first TV campaign for Toshiba since winning the business last summer.

The 60-second ad, called "light, lighter", pushes Toshiba's commitment to innovation using a series of images set against an upbeat musical soundtrack.

Blending scientific computer-generated imagery and live-action images, the montage includes microchips, microscopic images, cogs and brainscans.

The voiceover explains: "Innovation is a journey, not a destination. When we get to the finish line, we move it."

The campaign comprises a 60-second brand ad and a 40-second product ad unveiling the Portege R500 laptop.

Project: The free-range butter company
Client: Lorraine Crowe, senior brand manager, Arla Foods
Brief: Drive usage and awareness of Anchor, the free-range butter
Creative agency: CHI & Partners
Writer: Ed Edwards
Art director: Dave Masterman
Planner: Ben Southgate
Media agency: Carat
Media planner: Ellie Roberts
Production company: Tandem Films
Director: Daniel Greaves
Animation director: Tobias Fouracre
Post-production: Rushes
Audio Post-production: WAV
Exposure: National TV


Anchor's latest TV campaign continues to extol the virtues of its "free range" butter.

Three 30-second spots, created by CHI & Partners, build on its poster campaign using an animated Fuzzy Felt cow to promote the fact that the bovines milked for their butter are allowed to graze in rural open spaces.

In one ad, a cow is seen grazing in idyllic countryside, sporting a pair of fluffy slippers. A voiceover explains: "If cows were meant to be kept indoors, they would be born with slippers."

The cow then kicks off the footwear and wonders off into the hills. The spot ends with the line: "Anchor. The free-range butter company."

Project: Take control
Client: Benecol
Brief: Highlight the control Benecol gives you over cholesterol
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Kate Clough
Art director: Jo Griffiths
Planner: Giles Hedger
Media agency: Carat
Media planners: Helen Adcock, Laura Brown
Production company: HSI London
Director: Erica Akerlund
Post-production: The Moving Picture Company
Audio: Wave
Exposure: TV - The Alan Titchmarsh Show


Miles Calcraft Briginshaw Duffy has created a set of animated idents for Benecol's sponsorship of The Alan Titchmarsh Show.

Using simple illustrations, the ten-second ads contrast the cholesterol-controlling qualities of the spread against uncontrollable everyday incidents.

In one spot, a man stands in his garden as a mole pops its head out of the ground into sunlight. After failing to whack it on the head with a spade, the voiceover (who is Peep Show's Robert Webb) says: "At least you can control your cholesterol."

The ads will appear on UKTV History, UKTV Documentary and UKTV Gardens.

Project: Nodding
Client: RAC
Brief: Show how the RAC comes to the rescue of motorists in every field
of driving. Tell viewers that tiredness kills and they should take a
break when driving long journeys, or late at night
Creative agency: Abbott Mead Vickers BBDO
Writer: Mark Tweddell
Art director: Tony Hardcastle
Planner: Tom White
Media agency: OMD
Media planner: Jo Ingram
Production company: Partizan
Director: Bloom
Post-production: Partizan
Audio Post-production: Digilab
Exposure: TV, online


A nodding dog in the back of a fast-moving car is the star of the latest RAC ad, but this isn't a friendly Churchill dog. The breakdown company is launching a new social responsibility initiative aimed at convincing drivers to have a rest if they feel tired. The dog is used as a metaphor for a driver falling asleep.

Filmed in an animation style designed to replicate the feeling of Frank Miller's Sin City and Dark Knight Batman comics, the dream-like ad shows the dog slowly nodding away in a speeding car with a repetitive techno track playing in the background.

As the dog gently falls asleep, the car crosses lanes and ploughs into an oncoming vehicle.

Project: Pop-up book
Client: James Frost, European brand director, Unilever
Brief: Spell out the specific positive benefits of using Small & Mighty
in a way that consumers would readily understand and empathise with
Creative agency: Bartle Bogle Hegarty
Writers/art directors: Justin Moore, Mick Mahoney
Planner: John Harrison
Media agency: MindShare
Media planner: Simon Bielby
Production company: Blink Productions
Director: Simon Willows
Post-production: Framestore CFC
Exposure: TV


Bartle Bogle Hegarty has launched its latest take on the Persil "dirt is good" strategy with an ad for its Small & Mighty brand that highlights the product's environmental benefits.

With an endline of "Every child has the right to a nicer world", the ad describes, through the use of a children's pop-up book, the advantages of Small & Mighty's twice-concentrated solution compared with the old 1.5-litre Persil, such as taking half the water to produce it and half the packaging to put it in.

As the child narrator explains that the smaller size also means fewer lorries are needed to transport it, the book shows a hedgehog almost being hit by a truck, which turns into a bed of flowers.

Project: Dance-off
Clients: Rita Broe, head of marketing UK and developed markets; Ben
Rhodes, business leader, brand marketing, MasterCard
Brief: Leverage MasterCard's sponsorship of the Brit Awards
Creative agency: McCann Erickson
Writer: Johnny Skinner
Art directors: Jason Stewart, Ben Brazier, Windahl Finnegan
Planners: David Clements, Chris Gallery
Media agency: Universal McCann
Media planners: Charlie Newbery, Ben Reilly, Alice Pott
Photographer: Jason Joyce
Exposure: Online


McCann Erickson's dance-off campaign coincides with MasterCard's tenth year of sponsoring the Brit Awards.

Its latest microsite ( features videos of members of the public attempting to out-dance each other to disco tracks from the 80s. Users can then vote for their favourite dancer online ahead of next month's Brit Awards, which will have its very own dance-off.

The campaign will be supported by additional online activity and TV sponsorship.

Project: Arsenal Opus
Client: Nuala Donnelly, head of music sponsorship, O2
Brief: Encourage entry into an O2-funded competition to win a
limited-edition Arsenal Opus
Creative agency: VCCP
Writer: Ian Edwards
Art director: Steve McCallum
Planner: Roly Darby
Director: The Kellehers
Editor: The Kellehers
Exposure: Viral


Coinciding with its launch of Arsenal Opus, a limited-edition book outlining the history of the football club, O2 is running a competition inviting punters to explain why they should be deemed Arsenal's biggest fan.

VCCP has created a viral to spread the word. In it, people disguised as characters from the famous 80s finger-football game Subbuteo explain their thoughts against the backdrop of familiar Highbury landmarks. The anecdotes are from genuine football fans, recorded pre-match above a pub in Highbury.

The viral is posted on fan blogs and has been distributed to Arsenal supporters. It directs fans to the O2 website and encourages them to enter the competition.

Project: Great daffodil appeal
Clients: Chris Dainty, head of PR and marketing; Mark Chandler, head of
marketing strategy, Marie Curie Cancer Care
Brief: Understanding
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Steve Boswell
Art director: Steve Drysdale
Planner: Anna Hutson
Media agency: BJK&E
Media planner: Carolyn Whitehead
Exposure: Press


Delaney Lund Knox Warren & Partners has created a press campaign to promote the services of the cancer charity Marie Curie Cancer Care.

The executions focus on improving people's understanding of the charity's free-of-charge specialist nursing care, which allows the terminally ill to die at home, rather than in hospital.

One ad reads: "You've got two weeks to live. We recommend a stiff drink." It goes on to explain that a glass of your favourite tipple can help stimulate your appetite at a time when it is often suppressed.

The executions are part of an integrated campaign comprising online, radio and outdoor advertising.

Project: Nissan Sports Adventure
Clients: Yasmin Al Jeboury, interactive CRM manager; Mo Dada, CRM
co-ordinator, Nissan GB
Brief: Encourage existing customers and prospective ones to request a
brochure, book a test drive and, ultimately, purchase from Nissan's
range of 4x4 vehicles
Creative agency: Tullo Marshall Warren
Writer: Dave Washer
Art director: Alastair Hutchison
Planner: Adam Fulford
Designer/photographer: Richard Shephard
Exposure: DM


Tullo Marshall Warren is launching a direct marketing campaign for Nissan that uses "adventure passes" to promote the Nissan Sports Adventure range.

The mailer encourages customers to request a brochure, book a test drive and, ultimately, buy one of its 4x4 vehicles. It contains information supplied as a variety of extreme-sports passes, such as skiing and mountain-biking, in a clear plastic wallet.

The pack includes a brochure detailing why the recipient should get behind the wheel of a Nissan, and invites them to enter a prize draw to win a sports adventure holiday.