The Work: New campaigns - UK

FORD - ORCHESTRA
CREDITS
Project: Orchestra
Client: Mark Simpson, director of marketing communications, Ford of
Europe
Brief: Launch the restyled Ford Focus
Creative agency: Ogilvy Advertising
Writer: John Crozier
Art director: Dom Sweeney
Planner: Stephen Wallace
Media agency: MindShare
Media planner: Vanessa de Magalhaes
Production company: The Mill
Director: Noam Murro
Editor: Avi Oron, Bikini Editorial
Post-production: The Mill
Exposure: TV, press, radio, DM, online

THE LOWDOWN

To launch the restyled Ford Focus, Ogilvy Advertising has created an orchestra built from real car parts.

Billed as "Ode to the new Ford", the symphony sees percussionists bang on bonnets, guitarists pluck at the clutch, flute players play on pipes and harpists play on the rear windows.

It culminates in a shot of the car and the endline: "The new Ford Focus. Beautifully arranged."

The campaign includes several versions of the TV ad as well as press, radio and DM executions.

Online work includes a microsite by Wunderman that features behind-the-scenes footage of how the instruments were made, interviews with the musicians and close-ups of the unusual instruments.

The campaign breaks on 4 February.

LEVI'S - ORIGINALS NEVER FIT
CREDITS
Project: Originals never fit
Client: Michael Joubert, vice-president, marketing, Levi Strauss & Co.
Europe
Brief: Reignite the free-thinking, rebellious spirit of the brand
Creative agency: Bartle Bogle Hegarty
Writers: Adrian Rossi, Alex Grieve
Art directors: Adrian Rossi, Alex Grieve
Planner: Patricia McDonald
Media agency: Starcom
Media planner: Rob Tregidga
Photographer: Joseph Rodriguez
Photographer's agency Bill Charles Represents
Exposure: Press and posters

THE LOWDOWN

The Levi's 2008 spring and summer print campaign captures the spirit of the brand's heritage as the uniform of rebels and freethinkers.

Shot by the acclaimed photojournalist Joseph Rodriguez, the campaign shows groups of conformists, alongside the line "originals never fit".

The first ads depict a firing squad neatly aligned side-by-side with guns pointed, and a set of American high-school girls identically dressed.

The campaign itself breaks the rules of fashion advertising by using Rodriguez, instead of a fashion photographer, and featuring actors, rather than models.

BBC SPORT - SIX NATIONS
CREDITS
Project: Six Nations
Clients: Louisa Fyans, head of marketing and communications; Karen
Potterton, marketing manager, BBC Sport
Brief: Engage general sports fans, as well as rugby fans, to experience
more of the Six Nations on the BBC by dramatising the event's blend of
inspiring skill and uncompromising aggression
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Kim Hutchenson
Art director: Joe Fitzgerald
Planner: Jon Tipple
Media agency: BBC Media Planning
Media planner: Kate Osbourne
Production company: Red Bee
Director: FAQ
Editor: Marshall Street Editors
Exposure: National TV

THE LOWDOWN

A sepia-tinted battlefield is the setting for the BBC's latest ads for its coverage of the Six Nations tournament.

The 40-second ad, created by Rainey Kelly Campbell Roalfe/Y&R, features scenes of rugby players from France, England, Ireland, Scotland and Wales locking horns under thunder and lightning.

Shot in the style of a medieval war, it describes players such as Jonny Wilkinson, France's Sebastien Chabal and Ireland's Ronan O'Gara as "men descended from warrior gods".

With a rousing sense of excitement, the voiceover concludes: "Trained never to relent and never to surrender. For stepping out on the field for your country is the greatest honour a player can achieve. Prepare for glory."

HARVEY NICHOLS - FASHION STATEMENTS
CREDITS
Project: Fashion statements
Clients: Julia Bowe, marketing director; Fran Page, marketing manager;
Shona Campbell, advertising and promotions manager, Harvey Nichols
Brief: Continue to position Harvey Nichols as the ultimate fashion store
Creative agency: DDB
Writer: Graeme Hall
Art director: Noah Regan
Planner: Georgina Murray-Burton
Media agency: Rocket
Media planner: Sarah Raftery
Photographer: Jonathan De Villiers
Exposure: Fashion titles

THE LOWDOWN

Esoteric visual metaphors are once again at the heart of DDB's 2008 brand campaign for Harvey Nichols.

Three print executions attempt to show the impact that Harvey Nichols products have and the "fashion statement" they make. This is illustrated through inflatable speech bubbles emanating from the products that people wear.

In one ad, a man is seen sporting a Lanvin suit at a cafe late at night, oblivious that two women next to him have been pinned to the floor and ceiling by his presence. In another, two women are seen lying on the floor of a bathroom, knocked out by the impact of Harvey Nichols' make-up products. The final one shows a man being knocked into a fountain by the impact of a woman sporting a Giles Deacon coat. Each ad has the endline: "Fashion statement."

Running across the UK, Ireland, Turkey and Dubai, the ads will appear in titles including Vogue and Vanity Fair.

FIAT - LAUNCH OF FIAT 500
CREDITS
Project: Launch of Fiat 500
Client: Elena Bernadelli, marketing director, Fiat UK
Brief: Leverage the sponsorship of the Pearl & Dean "asteroids" musical
sting
Creative agency: Krow Communications
Writer: Krow Communications
Art director: Krow Communications
Planner: Krow Communications
Media agency: Starcom MediaVest
Media planners: John Kershaw, Russell Pirie
Production companies: Jenny van Sommer, Pearl & Dean, Krow
Communications
Post-production: Pearl & Dean
Exposure: National cinema

THE LOWDOWN

As part of its wider launch of the Fiat 500, Krow Communications has created a campaign around the car's sponsorship of the Pearl & Dean cinema fanfare.

In keeping with the Fiat 500's positioning as an "everyday masterpiece", the ad presents a range of household items from past and present, including CDs, Rubik's Cubes, pencil sharpeners, rubber bands and bottles of HP Sauce.

Using the familiar musical sting, the ad concludes with the Pearl & Dean and Fiat logos.

The endline is: "Fiat. You are, we car."

EMIRATES - KEEP DISCOVERING
CREDITS
Project: Keep discovering
Client: Clare Vaughan-Davies, manager internet communications, Emirates
Brief: Encapsulate the spirit of the Emirates endline "Keep discovering"
through an online ad campaign
Creative agency: Lean Mean Fighting Machine
Writers: Sam Ball, Dave Bedwood
Art directors: Matt Beecroft, Sam Ball, Dave Bedwood
Planner: Tom Bazeley
Media agencies: OMD, MediaCom
Exposure: Online

THE LOWDOWN

Lean Mean Fighting Machine appeals to people's sense of adventure in its latest campaign for Emirates by encouraging them to explore elements of life they might ordinarily miss out on.

Each ad opens with an unbranded piece of film of far-flung settings, such as a Kenyan national park, a dark street in Manhattan and a busy morning in Mumbai.

When users roll their cursor over the ads, which appear in a variety of formats, the film switches to another point of view within that location.

The endline for each ad is: "Keep discovering."

TELEFLORIST - CARDBOARD BEAUTY
CREDITS
Project: Cardboard beauty
Client: Emily Denyer, online strategy director, Teleflorist
Brief: Highlight Teleflorist's USP of quality, bespoke, locally made
bouquets that are always personally delivered
Creative agency: RLA Group
Writer: Pete Hardy
Art director: Mark Sephton
Planner: Chris Wright
Production company: The Gate Productions
Director: Phil Hawkins
Editor: The Gate Productions
Post-production: The Gate Productions
Audio Post-production: The Gate Productions
Exposure: Online

THE LOWDOWN

A spoof of the classic falling-petal scene from American Beauty forms the basis of a new viral ad for Teleflorist.

Highlighting how its bouquets are always personally delivered and not boxed in warehouses, the ad features a girl resembling Mena Suvari lying in a pool of rose petals.

The voiceover explains how, unlike the practice of some of their rivals, none of Teleflorist's bouquets are manufactured or posted and delivered in a box.

In the ad, the beauty of the falling petals suddenly turns to horror as bulky boxes drop from the sky, landing on top of the girl, who is forced to fight her way out.

It ends with the line: "Teleflorist. We take flowers personally."

The viral will be sent to consumers from 1 February ahead of the Valentine's Day rush.

VSO - CHAIN REACTION
CREDITS
Project: Chain reaction
Client: Amy Stillman, head of communications and public engagement, VSO
Brief: Increase awareness of VSO, and encourage people to get involved
with VSO as a volunteer, campaigner or donor
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Jamie Tierney
Planner: Caroline Gibbs
Photographer: Charlie Ley
Designers: Kara Shepherd, Kate Ball, Andy Edwards
Exposure: National press, regional press, press inserts, Tube panels,
outdoor

THE LOWDOWN

Kitcatt Nohr Alexander Shaw has launched an integrated campaign for VSO to encourage more people to get involved with the charity in its 50th year.

The campaign's headline is: "There are many ways to change the world. Find yours." It focuses on iconic figures who have helped to change the world, and how their actions started a global chain reaction. They include John Lennon and Yoko Ono staging a protest from their bed, and ordinary individuals tearing down the Berlin Wall.

The ad targets prospective and existing donors, and invites them to share their skills as a volunteer, add their voice to the campaign for change or donate directly.

CRISIS - REVERSE GRAFFITI
CREDITS
Project: Reverse graffiti
Client: Andrew Page, director of fundraising, Crisis
Brief: Highlight the plight of London's homeless
Creative agency: WWAV Rapp Collins London
Writer: Paul Turner
Art directors: Chris Coulson, Magnus Thorne
Planner: Gavin Hilton
Media planner: Graham Page
Exposure: London streets

THE LOWDOWN

WWAV Rapp Collins London has created a campaign for the charity Crisis highlighting that the problems of the homeless have not gone away, despite fewer people living on the streets of London.

Crisis gets its message across by spraying "reverse graffiti", a process where water is blasted over a stencil on a dirty wall, cleaning it and leaving a set of words shaped in the form of a huddled homeless person.

The figure is made up of the words: "Most homeless people have moved on, but their problems haven't gone away."

The image also carries the Crisis website: crisis.org.uk.