The Work: New campaigns - UK

Project: Back to school
Clients: Sonia Whiteley-Guest, head of marketing, Aisha Jakhura,
external marketing, Asda
Brief: Demonstrate that George's new schoolwear range combines fantastic
quality with great value for money
Creative agency: Fallon
Writer: Oksana Valentelis
Art director: Magda Gosek
Planner: Stephanie Newman
Media agency: Carat
Media planner: Helen Curtin
Production company: Tomboy Films
Director: Shane Meadows
Editor: Richard Graham
Post-production: The Mill
Audio Post-production: Grand Central
Exposure: UK TV, press


Shane Meadows has directed the latest spot for Asda, promoting its new "Back to school" range of George clothing. The ad, created by Fallon, features children playing a rough and tumble tug-of-war while wearing their school uniforms, in order to promote the schoolwear's durability.

The children, who were cast via a community after-school programme in Nottingham, are split into a team of boys and a team of girls. The two teams are seen with pained expressions as they fight to win the contest.

The ad ends with the girls' team roping in a teacher to help them seal their victory.

The campaign, which breaks on 4 August, will be supported by six press executions.

Project: Smirnoff Moscow Mule
Client: Anita Robinson, marketing director, Release Brands
Brief: Demonstrate that Smirnoff's extraordinary purity makes for an
extraordinary Moscow Mule
Creative agency: JWT
Writers: Naz Nazli, Rob Welch
Art directors: Rob Welch, Naz Nazli
Planner: Rob Alexander
Media agency: Carat
Media planner: Michael Rhodes
Production company: Outsider
Director: Jorn Threlfall
Editor: Peep Show
Post-production: The Moving Picture Company
Audio Post-production: Wave, Eclectic Sounds
Exposure: UK TV


JWT goes ringside at the circus in its new TV ad promoting Smirnoff's Moscow Mule.

The ad opens looking down on the ringmaster as he throws a slice of lime into the air.

It cuts to two trapeze artists swinging through the air. As the two artists perform a flip - one carrying a bottle of vodka and a bottle of ginger ale, the other holding a glass - they acrobatically mix the drink in the glass and catch the lime.

The completed drink falls through the air as the two artists catch their swings and the curtain falls on the act.

It ends with the strapline: "The extraordinary Moscow Mule". The ad is accompanied by a voiceover, performed by the actor Steven Berkoff, who featured in films such as A Clockwork Orange, Beverly Hills Cop and Octopussy.

The 20-second ad will break on Monday, 4 August.

Project: There was a time
Client: Zoe Vafadari, head of brand, the Carphone Warehouse
Brief: Signal the Carphone Warehouse's transformation to a retailer
offering connectivity via a broader range of the latest technology, not
just mobile phones
Creative agency: CHI & Partners
Writer: Angus Wardlaw
Art director: Alexei Berwitz
Planner: Neil Goodlad
Media agency: CHI & Partners
Media planner: Enyi Nwosu
Production company: Blink Ink
Director: Kristofer Strom
Exposure: TV


The Carphone Warehouse is launching a new campaign to promote the fact it now offers connectivity via a broader range of the latest technology, not just mobile phones.

Created by CHI & Partners, the through-the-line campaign starts on 2 August with a stop-frame television ad, outlining "a brief history of communications".

The ad is used to portray the philosophy that the Carphone Warehouse will have the latest technology in-store as well as the staff on hand to help the consumer make sense of it all.

The second spot, going by the title "there was a time", emphasises the brand's desire to cover the laptop and broadband market as well as mobiles.

Project: Lost characters
Client: Rebecca Jones, head of marketing activation, Nokia
Brief: Communicate the benefits of Nokia Maps
Creative agency: Work Club
Writers: Ben Mooge, Eloise Smith, Greg Mutton
Art director: n/s
Planner: n/s
Media agency: MediaCom
Media planner: n/s
Production company: Kog Industries
Director: Richard Ayoade
Exposure: Online


Work Club has created five irreverent online films for Nokia Maps, the telecoms company's new satellite navigation service.

The digital campaign, directed by The Mighty Boosh actor Richard Ayoade, features five "lost characters", all searching for something missing from their lives.

These include a tourist alien searching for a pub and a chicken who's lost in a bad part of town, looking for the chicken restaurant.

Each character uses their Nokia Personal Navigator to help them find what they're looking for.

Project: Together we can do more
Clients: Justin Billingsley, brand marketing director, Rachel Macbeth,
head of advertising and design, Orange UK
Brief: Illustrate Orange's new vision that "together we can do more"
Creative agency: Fallon
Writer: Lawrence Seftel
Art director: Dave Day
Planner: Tim Millar
Media agency: Initiative
Media planner: Sean Pattison
Production company: Rattling Stick
Director: Daniel Kleinman
Editor: Adam Spivey
Post-production: Framestore CFC
Audio Post-production: Envy
Exposure: UK TV


Orange is continuing its "I am who I am because of everyone" strategy with a TV campaign featuring the Scottish round-the-world cycling record-breaker Mark Beaumont.

The 60-second spot, created by Fallon, sees Beaumont mounting a bike in a darkened room. As he pedals, the bike powers a projector that throws film footage on to four large screens surrounding him.

While images of roads and of children cycling surround the rider, Beaumont talks about all the people who make up who he is, including the neighbour who took his stabilisers off, and the school children from Dundee who raised money for his round-the-world trip.

The campaign is supported by poster and press executions as well as an online campaign created by Poke.

Project: Journey to the East
Client: Karen Potterton, marketing manager, BBC
Brief: Promote the BBC's exclusive coverage of the Beijing Olympics
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writers: Paul Angus, Ted Heath
Art directors: Paul Angus, Ted Heath
Planner: Jon Tipple
Media agency: n/s
Media planner: n/s
Production companies: Passion Pictures, Zombie Flesh Eaters
Director: Jamie Hewlett
Audio Post-production: 750mph
Exposure: BBC TV channels, online


The Gorillaz co-creators Damon Albarn and Jamie Hewlett have lent their talents to the BBC to create a campaign backing the broadcaster's coverage of the Beijing Olympics.

"Journey to the East" is an animated spot based on the Chinese folk tale Monkey King - one of four classic stories written by Wu Chen-en during the Ming Dynasty - which recounts the journey of three friends and the hurdles they have to overcome as they undertake a personal quest for enlightenment.

The accompanying soundtrack was composed especially for the piece by Albarn.

Project: Taste Buddies
Client: Tom Dalton, brand controller, Britvic
Brief: Remind mums that Robinsons is the only choice for fruit squash
Creative agency: Bartle Bogle Hegarty
Writers: Richard McGrann, Andy Clough
Art directors: Richard McGrann, Andy Clough
Planner: Nina Rahmatallah
Media agency: MindShare
Media planner: Sophia Weir
Designer: B-Reel
Exposure: Online


Bartle Bogle Hegarty has created a new digital campaign for Robinsons, which invites children to meet the animated characters from its recent TV campaign, the Taste Buddies.

The site features three interactive games which follow Blobbo, Big'Un, Lady Wavy, Slurp and the rest of the Taste Buddies gang as they embark on a quest to get from the real world back to their "Tastybuddyland" home.

The campaign, which blends photography, film and animation, was based on the idea that parents are less likely to visit branded sites, whereas children are eager to play online games.

BBH has also created three banners, produced by Lemon Foundation, to help drive traffic to the Robinsons site.

Project: A380 - see the bigger picture
Client: Eugenie Torrente, head of advertising, Airbus
Brief: Reinforce Airbus' leadership on environment matters (in its
Creative agency: Publicis London
Writer: Paul Quarry
Art director: Paul Burch
Planner: John Crowther
Media agency: PHD
Media planner: Simon Robinson
Photographers: Peter Lilja, Chad Henning, Eastcott/Momatiuk and Rosemary
Retouching: companies First Base, Act Two
Exposure: Press, outdoor, online


Airbus is emphasising the environmental benefits of its Airbus 380, the world's largest commercial airliner, in a new campaign created by Publicis.

Using the strapline "see the bigger picture", the print campaign features the shape of the aeroplane, created using images created from the natural environment, in a bid to help downplay its environmental impact.

In one ad, the plane's shape is created by a gap in the trees, while another shows ants carrying aeroplane-shaped leaves.

The campaign, which is supported by online elements, was first shown at the Farnborough Airshow last month.

Project: The world of cars made easy
Client: Matt Thompson, marketing director, Auto Trader
Brief: n/s
Creative agency: Hurrell Moseley Dawson & Grimmer
Writers/art directors: Anna Sweet, Pansy Aung
Planner: Jamie Inman
Stand design and build: Fuel Integrated
Interactive design: Harvest Digital
Exposure: UK Motor Show


Auto Trader is bringing robots to the UK Motor Show, in a campaign devised by Hurrell Moseley Dawson & Grimmer, aimed at showing motorists how much Auto Trader has evolved.

This follow-up to the "world of cars made easy" campaign will see giant robots built in a futuristic landscape, in order to offer consumers a range of interactive experiences.

One robot will scan visitors' hands to help determine their dream car, while another helps consumers to create a video review of their existing model.

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