The Work: New Campaigns - UK

Project: Announcement
Clients: Paul Davies, head of brands; Ian Hannaford, marketing manager,
Carlsberg UK
Brief: Take Carlsberg sponsorship of the FA Trophy to the football fan
Creative agency: Saatchi & Saatchi
Writer: Jonathan Benson
Art director: Stanley Cheung
Planner: Bobby Hui
Production company: MPH
Directors: Toby Clifton, Rupert Bryan
Editors: Toby Clifton, Rupert Bryan
Exposure: Viral


Saatchi & Saatchi has once again turned to football to put together an update of its "Probably the best lager in the world" strategy for Carlsberg.

This one, a viral, is filmed on a handheld camera in the crowd at Kingsmeadow, the home of AFC Wimbledon, who are playing in the Carlsberg FA Trophy against Torquay United. The game took place earlier this month.

As the crowd waits expectantly for the match to kick-off, there is an announcement over the public address system. A voice says: "We have a very important message for a Dons fan, Mr Derek Wilkinson, from your wife who's just called from St George's Hospital where she's given birth to a healthy 6lb 4oz baby boy."

It goes on to say that his wife has agreed to his suggestion that they name the child after Wimbledon players (Frankie Everard Stig Micky Fergie Everard Quinnie Roscoe Terry Brown's Yellow And Blue Army Marcus Gayle Marcus Gayle Everard Wilkinson), that he should hire an au pair from Sweden and that she'll get a taxi back from the hospital on Tuesday so he doesn't have to miss the game at Bromley.

The announcement finishes with: "This announcement was brought to you by Carlsberg. Carlsberg don't do wives, but if they did, they'd probably be the best wives in the world."

Project: Boxer Diesel
Client: David Dello Stritto, marketing and PR communications manager,
Subaru Europe
Brief: Announce the launch of the Subaru Boxer Diesel engine across
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Malcolm Duffy
Art director: Paul Briginshaw
Planner: Andy Nairn
Media agency: ADK (Tokyo)
Media planner: n/s
Production company: Outsider
Director: Jorn Threlfall
Editor: Adam Rudd, Final Cut
Post-production: The Moving Picture Company
Audio Post-production: Munzie Thind, Gary Turnbull, Grand Central
Exposure: Pan-European TV


Miles Calcraft Briginshaw Duffy's latest TV campaign for Subaru backs the launch of its Boxer Diesel model, the first passenger car in the world with a Boxer Diesel engine.

The 30-second spot shows muddy tracks and a patch of snow with tyre tracks, but no sign of the vehicles themselves. Over the top of each, a voiceover repeats the phrase: "Subaru has been here."

The final shot is of a diesel pump in a petrol station. As the voiceover says "Subaru has never been here", the car finally comes into view.

Project: Gorgeous
Client: Claudia Calistru, senior brand manager, GlaxoSmithKline
Brief: Promote Corsodyl in a humorous way
Creative agency: Grey London
Writer: Lee Brook
Art director: Nick Rowland
Planner: Cressida O'Shea
Media agency: MediaCom
Media planner: Andrew Niven
Production company: Bare Films
Director: Fred Garson
Editor: Jonnie Scarlett, The Quarry
Post-production: The Mill
Audio Post-production: Wave
Exposure: National TV


For its first foray into TV advertising, GlaxoSmithKline's Corsodyl mouthwash has gone for a bit of humour.

In a parody of health and beauty advertising, the spot begins with a hazily shot view of a naked woman walking through a golden corn field.

As the camera travels across her body, the voiceover begins to explain about the perils of gum disease and how it can lead to sufferers losing their teeth.

The ad ends with the camera panning across the girl's face to reveal that she is missing one of her front teeth.

The £900,000 campaign will be backed by press and poster work that will appear in March.

Project: C-Class Estate
Client: Richard Payne, marketing communications manager, Mercedes-Benz
Brief: Create a site to demonstrate the versatility and performance of
the C-Class Estate
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Production company: Agency Republic
Director: Agency Republic
Editor: Agency Republic
Exposure: Online (


Agency Republic has created a microsite for the Mercedes-Benz C-Class Estate, designed to illustrate the car's versatility and performance.

The front page displays five household objects, from a Great Dane (called Porter) to tins of paint.

When clicked on, the next page shows those objects being propelled through the air in super-slow motion.

For example, the tins of paint are thrown over, leaving their brightly coloured contents to spill out. This is accompanied by information about the car.

On returning to the homepage, the objects have disappeared.

The clips were shot on one of only two cameras in the UK capable of recording 2,000 frames a second.

Project: Meet London
Client: Federico Barbieri, retail marketing, Nokia
Brief: Launch Nokia's flagship store on Regent Street by celebrating the
diverse connections of Londoners, encouraging people to introduce a
friend to the city through a portrait
Creative agency: Wieden & Kennedy London
Writer: Darren Wright
Art director: Lucy Collier
Planner: Lisa Conway
Media agency: MediaCom
Designer: Karen Jane
Photographer: Ordinary Londoners
Exposure: Internet, Nike Store, Regent Street


To promote the launch of Nokia's new flagship store on Regent Street, Wieden & Kennedy has created an art exhibition, called Meet London, which aims to be the biggest-ever portrait of London by mapping its inhabitants rather than its streets and landmarks.

As a social network initiative (the gallery is displayed in store and online at, Londoners are encouraged to introduce a friend, via a mobile phone portrait made up of text and images, to the city. Once introduced, the friend then introduces their connection, and so on, creating a chain of portraits. The exhibition will open with portraits by high-profile Londoners, including the rapper Dizzee Rascal, the footballer Darren Bent, the actor Ray Winstone and the photographer Rankin.

Project: The not so traditional
Clients: Fiona Hope, marketing director; Rob Flanagan, brand marketing
controller, Old Speckled Hen
Brief: Rejuvenate the Old Speckled Hen brand
Creative agency: Fallon
Writer: Lawrence Seftel
Art director: Dave Day
Planners: Ben Cyzer, Alex Sullivan
Media agency: MediaCom
Media planner: Duncan Snowden
Painter Marvin Mattelson
Photographer: Daniel Levi
Exposure: Style press, men's titles, broadsheet supplements


Fallon's latest poster work for Old Speckled Hen is designed to emphasis the brand's juxtaposition of traditional and modern.

Shot by Marvin Mattelson, the New York-based portraitist, the work features contemporary characters and settings, such as flatmates eating a pizza or friends in a local pub, but has them posed and lit in a style reminiscent of 18th century portraiture.

The work will appear in the style press, men's titles and broadsheet supplements, as well as on 250 Tube station sites.

Project: Flash Gordon
Client: Faye Harcourt, head of marketing and communication, Sci Fi
Brief: Launch the Sci Fi Channel's new series, Flash Gordon
Creative agency: Karmarama
Writer: Will Flack
Art director: Aaron Willmer
Planner: Sid McGrath
Media agency: Rocket PHD
Media planners: Will Jellicoe, Charlie Ebdy, Dino Myers-Lamptey
Retouching: Stanley's
Exposure: National poster sites


Flash Gordon, the comic strip hero who was turned into an exceedingly camp film hero in the 80s, is back - but this time in a new TV series.

Premiering on the Sci Fi Channel on 3 March, the series is based on the Alex Raymond cartoon strips of the 30s about three friends who battle to save the universe from an evil emperor called Ming the Merciless.

The poster executions, created by Karmarama, are centred on a spoof political campaign and carry slogans such as "Our future's safe with Gordon" and "Only one Gordon can save us now".

When the pilot episode of the series was aired in the US last year, it outperformed every Friday-night programme on the network.

Project: Miniature prices
Client: Rob Payne, marketing manager, National Express East Coast
Brief: Raise awareness of National Express as a train operator and drive
leisure travel by promoting its Standard Advance fares to key
Creative agency: CDP
Writer: Diana Tansey
Art director: Jon Foye
Planner: Joanna Bartholomeou
Media agency: Arena BLM
Media planner: Gabrielle Rossetti
Photographer: Jonathan Minster
Exposure: Outdoor, regional press, online


Last year, National Express bought Great North Eastern Railways and took over the East Coast Mainline franchise. Since then, the company has been overhauling its trains and is now embarking on a £1 million ad campaign to raise awareness of National Express as a train operator as well as advertising its cheap fares.

The poster and press ads show miniature trains rushing past billboards displaying the miniature prices.

One ad shows a model train pulling into a station with a billboard that says "Newcastle from £10 one way". Another sees the train in the country, while the billboard says: "York from £9.50 each way."

Project: A4 launch
Client: Chris Hawken, brand communications manager, Audi
Brief: Launch the new Audi A4
Creative agency: Bartle Bogle Hegarty
Writer: Dale Winton
Art director: Hamish Pinnell
Planner: Rachel Hatton
Media agency: MediaCom
Media planner: Dan Whitmarsh
Photographer: Giles Revell
Exposure: National poster sites


Audi is launching a new A4 (its best-selling model) that has, according to the manufacturer, technology that means the car is aware of its surroundings.

Bartle Bogle Hegarty has used this as the basis for a multiplatform launch campaign with the endline: "Sees things before you do."

The print and press element of the campaign includes a number of posters where hazardous objects are ghosted out of the image to highlight the car's early warning system.

There is also a microsite, which can be found at, created by GT and a direct marketing execution, created by BBH.

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