The Work: New Campaigns - UK

Project: Family brand campaign
Client: Jo Webster, senior marketing manager, McDonald's
Brief: Promote McDonald's Happy Meals
Creative agency: Leo Burnett
Writers: Chris Birch, Daniel Fisher
Art directors: Caroline Rawlings, Richard Brim
Planner: Richard Cordiner
Media agency: OMD
Media planner: Ian Cairns
Production company: Academy Films
Director: Tony Barry
Editor: Sam Gunn, The White House
Post-production: The Moving Picture Company
Audio Post-production: Grand Central
Exposure: National TV


McDonald's has gone back to the earth in its latest work for its children's Happy Meals range.

The campaign, which will include extensive digital elements, is designed to inform parents about the improved quality and provenance of its ingredients.

The fast-food restaurant now claims that 70 per cent of its produce is sourced from British farms, including 100 per cent of its beef, as well as that all of its eggs are free range, all of its milk organic and that it only uses breast in its chicken dishes.

The first part of the ad, a 60-second spot, which will be cut down to 40- and 20-second spots, shows a group of families working a patch of land and planting seeds.

The second half shows the families some time later. As the camera pulls back, we see that what they have planted has bloomed into pictures of a cow, a sack of spuds and a chicken.

Project: Cross-border campaign
Clients: Rita Broe, head of marketing, UK and developed markets; Ben
Rhodes, business leader, brand marketing, MasterCard UK
Brief: Develop a campaign based on the thought that money can't buy the
sense of excitement you feel when you are just about to go on holiday
Creative agency: McCann Erickson
Writer: Jason Stewart
Art director: Jason Stewart
Planner: David Clements
Media agency: Universal McCann
Media planners: Ben Reilly, Alice Pott
Production company: Partizan
Director: Traktor
Editor: Jonno Griffiths, Final Cut
Post-production: The Moving Picture Company
Exposure: National TV


MasterCard is celebrating the British obsession with summer holidays in its latest TV ad, created by McCann Erickson, in a bid to position the brand as the credit card of choice when travelling abroad.

The 60-second spot, which is accompanied by the Alice Cooper anthem School's Out, opens on a group of office workers counting down the seconds until their summer holidays. As soon as the clock hits five o'clock, a mass exodus takes place as the besuited workers make a mad dash for the airport. When they arrive at their destination, the white-collar clan dives, fully clothed, into a hotel pool.The strapline appears: "Knowing you've earned every second: Priceless."

Project: Life's for sharing
Clients: Karen Phipson, head of brand and communications; Phil Chapman,
UK marketing director, T-Mobile
Brief: Take a greater share of the contract market
Creative agency: Saatchi & Saatchi London
Writer: Saatchi & Saatchi
Art director: Paul Silburn
Planner: Gareth Ellis
Media agency: MediaCom
Production company: Partizan
Director: Patrick,Traktor
Editors: Andrea McCarther, Amanda Perry, Peep Show
Post-production: The Moving Picture Company
Exposure: National TV


Saatchi & Saatchi London has created two TV spots for T-Mobile's "Life's for sharing" campaign, which aim to attract more customers by promising more minutes for less.

Both ads show people searching for minutes in unlikely places: on an archaeological site and in the afterlife. The archaeologist finds a Roman vase, while a seance participant connects with his dead uncle, but they are ultimately unsuccessful because they can't "find more minutes for £30".

The TV ads are supported by national press, outdoor and online activity.

Project: Challenge Churchill
Client: Chris Watney, head of brand, Churchill
Brief: Get home and motor insurance customers to Challenge Churchill
Creative agency: WCRS
Writers: Zac Ellis, Rich Littler
Art directors: Rich Littler, Zac Ellis
Planner: Olivia Bebb
Media agency: MediaCom
Media planners: Nick Jefferies, Josh Howdle-Fuller
Production company: RSA
Director: Mat Kirkby
Editor: Joe Guest, Final Cut
Post-production: The Moving Picture Company
Exposure: National TV, radio


WCRS's latest TV campaign for Churchill sees its jowly canine mascot reveal his secret sausage fantasies, as well as his passion for 80s classic rock.

The first of two spots for its home-insurance product sees the hound enjoying a back-garden barbecue with a couple of friends. After discussing the home insurance deals on offer, one of his chums is so impressed he asks: "Is there anything I can do for you?" We then see a glimpse of Churchill's secret dream - to be fed a sausage by TV weather girl Sian Lloyd - before Churchill quickly declines his friend's offer.

The spot for motor insurance sees the mutt rocking along to the Whitesnake classic And Here I Go Again On My Own.

Project: Expose the traitor
Client: Lisa Fielden, brand development manager, Toyota
Brief: Make Toyota's sponsorship of KateModern engaging for the Bebo
Creative agency: CHI & Partners
Writer: n/s
Art director: Ruth Ibbotson
Planner: Chrysta Patrylak
Media agency: ZenithOptimedia
Production company: n/s
Director: Ruth Ibbotson
Designer: Ruth Ibbotson
Exposure: Wedisodes, websites, online advertising, blogs, SMS


CHI & Partners has gone all Web 2.0 in its latest work for Toyota, weaving a competition to win a Toyota Aygo into the storyline of the Bebo-hosted online soap KateModern, which currently boasts 48 million viewers.

Viewers will be given the opportunity to solve the soap's latest murder mystery storyline, with the winning viewer scooping a Toyota Aygo, driven by one of the characters in the viral series.

Viewers can watch the soap and take part by logging on to: Further clues are spread through websites, blogs and even through interaction with KateModern's characters on their mobiles.

Project: Press ads
Client: John Barrow, chairman, Organic Delivery Company
Brief: n/s
Creative agency: Abbott Mead Vickers BBDO
Writer: n/s
Art directors: Dingus Hussey, Mark Fairbanks
Planner: James Drummond
Media agency: n/s
Exposure: Regional press


Abbott Mead Vickers BBDO has created a print campaign for the Organic Delivery Company that portrays the potential advantages of eating organic food.

Each colourfully illustrated execution uses errors in its copy to highlight the benefits that the Organic Delivery Company says its produce brings to people of all ages and dispositions - from peanut butter to improve the minds of children, to blueberries for those whose memory has seen better days.

Using a children's abacus, for example, one ad questions whether it is "unpossible" that organic peanut butter can "help your kids do better at school". The campaign will feature in the national press and run for six weeks.

Project: Banged Up
Client: Carl Ratcliff, head of brand strategy and marketing, five
Brief: n/s
Creative agency: Grey London
Writers/art directors: Jon Williams, Nils Leonard, Andrew Hampson, Helen
Moriarty, Jay Marlow, Jimmy Blom
Planner: Neil Hourston
Media agency: Vizeum
Exposure: Outdoor, press


Grey London has created its first campaign for five since it won the account in June. The print campaign promotes the channel's upcoming documentary Banged Up, which features the former home secretary David Blunkett, and aims to tackle the issue of the effect of detention and rehabilitation on juveniles.

Each execution in the campaign describes the premise of the programme, as well as questioning how incarceration will affect young people.

One poster is covered by etched tally marks, much like those carved by prisoners. The copy reads: "Ten teenagers spend ten days inside. They'll count every second, but will it change their lives forever?"

Project: Activation mailer
Client: Ben Blackler, marketing director, Abercrombie & Kent
Brief: Encourage more customers to book holidays
Creative agency: Lida
Writer: Dan Wright
Art director: Ali Alexander
Planner: Matthew Heath
Designer: Daniel Clarke
Photographer: Anders Overgaard
Exposure: Direct mail to 50,000 A&K customers


Abercrombie & Kent, the luxury travel operator, is launching a 50,000-strong mail campaign in a bid to remind its customers about its superior service and life-changing holidays.

The mail pack, created by Lida, carries text across the front asking: "What's your next once-in-a-lifetime holiday going to be?"

Inside, a booklet opens out to reveal photographic images from A&K's global destinations, each emblazoned with the ampersand character from its logo, as well as testimonial statements describing the A&K holiday experience.

Project: Fabric
Client: Alasdair Akass, legacy development manager, the National Trust
Brief: Encourage its members to pledge a gift to the charity in their
Creative agency: TDA
Writer: Janine Sinclair
Art director: Mark Pearson
Planner: David Burrows
Designer: Anna Pearson
Exposure: Direct mail to members of the National Trust


In its latest direct marketing push, the National Trust is trying to encourage its long-standing donors to leave donations to the charity.

The campaign, created by TDA, contains a booklet full of images of objects and sights you might find at a National Trust site, as well as copy that both acknowledges the importance of family when making a will, and explains how charitable gifts enable future generations to enjoy the places in the National Trust's care.

The outer envelope, adorned with the image of a tapestry, invites recipients to "Become part of the fabric of the National Trust".