The Work: New Campaigns - UK

Project: Be humankind
Client: Julie Wood, director of corporate communications, Oxfam
Brief: Reposition the Oxfam brand to reflect what a dynamic, modern and
innovative organisation Oxfam is
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Steve Moss
Art director: Jo Finch
Planner: Joanna Bamford
Media agency: ZenithOptimedia
Media planner: Richard Shotton
Production company: Passion Pictures
Director: SSSR
Exposure: TV, outdoor, London Underground, Oxfam communications


Oxfam is targeting those who are apathetic towards the issues affecting the world's most vulnerable people in its latest TV campaign.

The ad, created by Rainey Kelly Campbell Roalfe/Y&R, uses animated characters to depict how issues such as poverty and global warming are intertwined in our lives.

The action opens on an old lady walking down the street. As she takes in her surroundings, we see the word "flood" in the headline of a man's newspaper come to life and crawl down the street. The word "poverty", which is scrolling across a news programme on a television, then also comes alive, growing wings and flying down the road.

These creatures then join the old lady, and the ad culminates with her reaching and screaming at the word "injustice", which appears as a large black monster.

The ad is intended to motivate ordinary people to act against global issues.

Project: Pause
Client: David Rennie, marketing director, Nestle Kit Kat
Brief: Reinforce Kit Kat's heartland within breaks
Creative agency: JWT London
Writer: Laurence Quinn
Art director: Mark Norcutt
Planner: Jackie Boulter
Media agency: n/s
Photographer: Mike Russell
Photographer's agency Mike Russell
Exposure: Outdoor


Kit Kat is opting for a less celebrity-filled affair for its latest poster campaign, following the Girls Aloud-fest of its recent TV ad.

The poster campaign, created by JWT, features one execution in which the two fingers of a Kit Kat bar are positioned against a white background in the sign of a pause button.

The simple execution, which carries the famous "Have a break, have a Kit Kat" strapline, aims to highlight the chocolate bar as the ideal snack to enjoy during a pause in one's day.

Project: Better everyday
Client: Morna Steel, communications manager, Volkswagen
Brief: Celebrate the Mk V Golf in its run-out year
Creative agency: DDB London
Writer: Noah Regan
Art director: Graeme Hall
Planner: Kirsty Saddler
Media agency: MediaCom
Media planner: Rob Birch
Production company: Outsider
Director: Scott Lyon
Exposure: TV, cinema


DDB is following up its recent campaign for the Volkswagen Polo, featuring a vocally confident dog, with the story of one man and his Golf.

The 40-second spot, promoting VW's flagship Golf marque, follows a man using the car over several days. The ad has been edited so that the shots quickly interchange between one day and the next, in order to emphasise how driving a Golf is part of everyday life.

The commercial is accompanied by a soundtrack, composed and produced by Paul Hartnoll of Orbital, the techno duo, which features sounds recorded in and around the Golf on the shoot.

The ad finishes with the strapline: "Enjoy the everyday."

Project: Voices
Client: Sue Knight, director of culinary brands, Loyd Grossman Sauces
Brief: Communicate the distinctive taste of Loyd Grossman sauces and put
Loyd back at the heart of the advertising
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Malcolm Duffy
Art director: Paul Briginshaw
Planners: Andy Nairn, Sharon Powell
Media agency: MediaVest
Media planner: Richard Smith
Production company: Home Corp
Director: Lucy Blakstad
Post-production: Glassworks
Exposure: TV, radio


He has one of the most mimicked voices of any celebrity chef, so Miles Calcraft Briginshaw Duffy has decided to do just that in its latest TV campaign for Lloyd Grossman sauces.

The ad opens on a woman cooking with the sauce while describing its flavours with the transatlantic drone for which Grossman is well-known. The action then cuts to other amateur chefs imitating Grossman while describing the cooking sauces. In the final shot, Grossman himself begins to wax lyrical about the product. However, he is cut short by the director, who shouts "Cut".

The strapline, "Sauces with a distinctive voice", aims to put Grossman's character at the heart of the product while emphasising the distinctive flavour of the sauces.

Project: Mission impossible
Client: Tony Corp, marketing controller, Weetabix
Brief: Make sure kids know that Weetos are wholegrain as well as being
deliciously chocolatey
Creative agency: WCRS
Writer: Gary Knight
Art director: Tim Robertson
Planner: Giselle Okin
Media agency: Walker Media
Media planner: Becky Towns
Production company: Aardman Animation
Director: Sumo Science
Editor: Sumo Science
Post-production: Rushes
Audio Post-production: Wave
Exposure: TV, cinema


Weetos has ditched Professor Weeto and is introducing a new animated Weeto hoop character in its latest TV campaign from WCRS.

The ad features a small boy pouring a bowl of Weetos. When one of the cereal pieces doesn't make it into the bowl, it suddenly comes to life and makes a daring sprint towards the bowl, swinging through a toast rack and scaling a bowl of fruit on the way, before finally making it back on to the child's spoon in the nick of time.

As the Weeto character traverses this obstacle course, a voiceover explains: "Only big, hunky and chocolatey wholegrain hoops make it into a packet of Weetos."

The TV campaign is supported by an online game in which the user guides the Weeto hoop through a similar assault course.

Project: Daily Sport relaunch
Client: Sport Media Group
Brief: Communicate the relaunch of the Daily and Sunday Sport newspapers
Creative agency: Jam Creative
Writer: Steve Qua
Art director: Steve Qua
Media agency: MediaCom North
Production company: Jam Creative
Director: Steve Qua
Exposure: National TV

THE LOWDOWN The Daily Sport is targeting the laddish demographic in its latest TV campaign.

The ad, by Jam Creative, explains that although men were historically only interested in sport, girls and funny stuff, they started to lose their way by "doing yoga, drinking herbal tea, using moisturiser, using a wheelie case and being considerate in bed".

The ad, which breaks on 21 April, concludes by pointing out that the Daily Sport has reinstated the male desires of sport, girls and funny stuff in its newspaper, which is rounded up by the blokey strapline: "Get in."

Project: Liverpool launch
Clients: Miranda Goodenough, head of direct marketing; Suzanne Roderick,
direct marketing manager, John Lewis
Brief: Launch the new John Lewis store in Liverpool. This replaces the
current store and will be one of the two flagship stores within the new
Liverpool One shopping complex
Creative agency: Kitcatt Nohr Alexander Shaw
Writers: Claire Speedie, Liz Franklin
Art directors: Laina Lovegrove, Rob Ferrara
Planner: Amanda Griffiths
Designer: Kaara Shepard
Exposure: Direct mail to warm contacts, some of whom are already on the
John Lewis database, while others have registered to hear more about the
new Liverpool store


John Lewis is promoting the launch of its new store in Liverpool with a direct marketing campaign created by Kitcatt Nohr Alexander Shaw.

The pack, which will be sent to existing John Lewis customers and those who've registered to hear more about its stores, takes the form of a fold-out map.

The map shows the location of the old and new John Lewis shops in Liverpool, with a line of John Lewis products tracing a path between the two. The front of the map informs the consumer of the new location on Paradise Street, with the copy: "Follow us to Paradise (Street)."

Project: The Making of a Monster
Client: James Pestell, marketing director, Crime & Investigation Network
Brief: What makes a murderer?
Creative agency: Karmarama
Writer: Tom Woodington
Art director: Robin Temple
Planner: Fern Miller
Media agency: The Media Shop
Media planner: Richard Huglin
Exposure: National press, outdoor, online


Karmarama has created a digital advertising campaign for the Crime & Investigation Network series The Making of a Monster, which documents the lives of serial killers.

The first digital ad features the image of an angelic-looking child with curly blond hair. However, as the user scrolls over the image, it slowly morphs into the adult that child became, which turns out to be Fred West.

The ad then asks "What went wrong with Fred West?" and reveals the channel details for the programme.

A second ad takes the same approach, featuring an image of another child that morphs into Ian Huntley.

Project: Make life colourful
Client: Kirstie McCosh, Nesquik marketing controller, Nestle UK
Brief: Increase awareness of Nesquik powder and deliver a brand campaign
to increase volume of sales across the Nesquik portfolio
Creative agency: McCann Erickson London
Writer: Mike Oughton
Art director: Cameron Short
Planner: Abu Mallick
Media agency: MindShare
Media planner: Alex Daines
Photographer: Metz+Racine
Exposure: Press, radio, point-of-sale


McCann Erickson has created a print campaign for Nesquik, which explains that the milk drink, which turns milk different colours, can "make life colourful".

Each execution shows a glass of Nesquik, with tips printed in colourful lettering on the outside of the glass. The tips suggest ways of bringing happiness to children's lives by making everyday situations fun.

In one execution, the glass reads: "Don't wash the car, have a water fight on the drive." While another asks: "Why count sheep when you can count dinosaurs?"

The campaign breaks on 21 April and is supported by radio and point-of-sale marketing.

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