The Work: New Campaigns - UK

LILT - PARROT
CREDITS
Project: Parrot
Client: Carly O'Connor, brand manager, Lilt
Brief: Reconnect consumers with their latent love for Lilt
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Vizeum
Media planner: Chris Langley
Production company: Hungry Man
Director: Roderick Fenske
Editor: Mark Whelan
Post-production: The Moving Picture Company
Audio Post-production: Factory
Exposure: ITV2

THE LOWDOWN

Lilt is championing its tropical flavour using a new protagonist - a DJing parrot - in a campaign promoting its sponsorship of ITV2 Daytime.

The series of idents, created by Mother, feature the parrot exhibiting his MC skills as he spins records on decks, plays keyboards and flicks through (to the best of his abilities with clawed feet) his record collection.

In one spot, the parrot seems to be getting a bit big for his boots as he is seen being a prima donna about the shininess of his beak.

The set of ads will run during ITV2's daytime programming, with each ad carrying the iconic "totally tropical taste" strapline.

AMSTEL - CHILLED FROM AMSTERDAM
CREDITS
Project: Chilled from Amsterdam
Client: Lucas Bergmans, Heineken UK
Brief: Amstel invites drinkers to experience the sociable and relaxed
drinking culture of Amsterdam
Creative agency: Karmarama
Writers: Tom Woodington, Robin Temple
Art directors: Tom Woodington, Robin Temple
Planner: Fern Miller
Media agency: MindShare
Media planner: Simon Lonsdale
Photographer: Alex Howe
Exposure: Outdoor in proximity to pubs and clubs

The lowdown

Amstel maintains its surreal approach to print work in its latest poster campaign, created by Karmarama.

The posters each feature an incongruous collection of animals, who would normally kill or run from each other, enjoying a pint together, in order to appeal to the Amstel drinker that is "so chilled they get along with anyone".

In one execution, a killer whale is seen laughing and drinking alongside three seals, while in another ad, two zebras share a joke with a lion, while supping their drinks.

Each ad features sights from Amsterdam in the background and carries the strapline: "Chilled from Amsterdam."

SPECSAVERS - SANDPIT
CREDITS
Project: Sandpit
Client: Richard Holmes, marketing director, Specsavers
Brief: Promote the 2008 summer sale
Creative agency: Specsavers Creative
Writer: Jon Crocker
Art director: Mark de la Rue
Planner: In-house
Media agency: Mediaedge:cia
Media planner: Gemma Russell
Production company: Another Film Company
Director: Steve Reeves
Editor: Scot Crane, The Quarry
Post-production: Glassworks
Audio Post-production: Simon Capes, Clearcut
Exposure: National TV

THE LOWDOWN

Specsavers is continuing its "Should've gone to Specsavers" strategy, except this time it has a bit of an Olympics feel to it.

The ad, which promotes the optician's summer sale, begins with some gentle music and a mother and daughter playing in a sandpit.

As the girl chuckles away to herself, a long-jumper, resplendent in a figure-hugging lycra leotard, crashes into the sand and runs off celebrating.

The ad finishes with the familiar line: "Should've gone to Specsavers."

DIRECT LINE - BEAUTIFUL DESTRUCTION
CREDITS
Project: Beautiful destruction
Client: Mike Tildesley, marketing director, acquisition and retention,
Direct Line
Brief: Promote Direct Line's new exclusive two-year price cap for car
insurance in response to spiralling motoring costs
Creative agency: M&C Saatchi
Writers: Ian Brassett, David Anderson
Art directors: Ian Brassett, David Anderson
Planner: Howard Miller
Media agency: MediaCom
Media planner: Nick Jefferies
Production company: Mad Cow Films
Director: Steve Downer
Editor: Smoke & Mirrors
Post-production: Smoke & Mirrors
Exposure: National TV

THE LOWDOWN

Direct Line carries on being moody in its latest ad, aimed at promoting its two-year price cap for car insurance.

The 40-second ad is a response to spiralling motoring costs and, instead of having the happy little phone motoring about, it tries to deliver a serious message.

The spot begins with a shot of a huge "pounds " sign made up of car parts. As a female voiceover talks about the increasing price of running a car, the parts begin to fly apart in slow motion. She then outlines the details of the offer.

The ad finishes with a slowed-down version of the well-known phone jingle.

TIMBERLAND - PODIUM
CREDITS
Project: Podium
Client: Carolyn Yang, vice-president marketing, Timberland Brand
Brief: Brand building
Creative agency: Leagas Delaney
Writers: Tim Delaney, Rob Burleigh
Art director: n/s
Planner: Margaret Johnson
Media agency: Naked
Media planner: Luc Ferrand
Production company: Rattling Stick
Director: Ivan Bird
Editor: Adam Marshall
Post-production: Whitehouse, Framestore CFC
Audio Post-production: Wave Sound Studio
Exposure: National TV

THE LOWDOWN

Timberland is encouraging people to find their adventurous side in its new TV ad.

Created by Leagas Delaney, the ad features a man running through the wilderness, tackling treacherous terrain.

The lone man climbs over rocks, jumps courageously off cliff edges and negotiates snowy conditions to reach a mountain summit.

When he finally reaches the peak and admires the panoramic view, a strapline states: "Everyone dreams of standing on a podium. This is yours."

Viewers are then directed to the campaign website: www.timberland.com/podium.

MERCEDES-BENZ - CLC DREAM TEST DRIVE
CREDITS
Project: CLC dream test drive
Client: Peter White, Mercedes-Benz UK
Brief: Generate excitement around launch of the CLC
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Media agency: BJK&E
Production company: Double Fusion
Exposure: Online

THE LOWDOWN

Agency Republic is appealing to the gaming community in its latest campaign for the Mercedes CLC coupe.

The digital campaign offers a downloadable game that will allow users to customise a CLC coupe, and race it around recognisable London streets.

The game offers two driving modes across five tracks, and the ten fastest drivers will enter a prize draw to win a driving experience at Mercedes-Benz World.

WWF - AMUR LEOPARD
CREDITS
Project: Amur leopard
Client: Linda Moses, campaign manager, supporter fundraising, WWF
Brief: Raise funds in order to protect the critically endangered Amur
leopard
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Paul Kitcatt
Art director: Philip Keevill
Planner: Caroline Gibbs
Photographers: Dmitry Kuchna, V Solkin
Designer: Kate Ball
Exposure: Direct mail

THE LOWDOWN

WWF is hoping to help save the Amur leopard from extinction with a new DM campaign created by Kitcatt Nohr Alexander Shaw.

Included in the campaign is a diary extract from a WWF co-ordinator, who relives his encounter with one of the leopards, along with a selection of picture cards of the animal.

Readers are notified in the accompanying letter that there are fewer than 35 leopards left in the world, making them the most endangered of all the big cats.

The envelope in which the campaign is packaged includes a picture of a solitary leopard walking in the snow, accompanied with the simple strapline: "Goodbye?"

SWATCH - RACE
CREDITS
Project: Race
Client: Roberto Costa, head of brand and web, Swatch AG
Brief: Position the Chrono Plastic watch as the timepiece of choice for
active males
Creative agency: Joshua G2
Writer: n/s
Art director: n/s
Media agency: In-house
Production company: Sonny London
Director: Jeff Thomas
Editor: Quin Williams
Exposure: European TV, cinema

THE LOWDOWN

Joshua G2 has created a TV ad for Swatch's Chrono Plastic range, featuring parcour performers.

Part of a Europe-wide campaign, the ad sees a group of freerunners racing against each other inside the mechanism of a Swatch watch.

The 60-second ad, titled "race", follows the runners as they jump from piece to piece, trying desperately to avoid the perilous drops, and navigating cogs.

As the first two finally reach their destination, the camera pans out to reveal the watch they've been running inside.

RIGHT GUARD - OFF-GUARD GIGS
CREDITS
Project: Off-guard gigs
Client: Right Guard marketing department
Brief: Increase relevance and empathy with Right Guard among men aged
25-44
Creative agency: Touch DDB
Writer: Dan Cole
Art director: Andy Garnet
Media agency: Tribal Media
Media planner: Blake Cuthbert
Production company: Touch DDB
Director: n/s
Exposure: Online via Yahoo!, experiential activity at festivals and
nationwide

THE LOWDOWN

Touch DDB and Tribal Media are holding some of the most intimate music gigs of the summer in a marketing campaign for Right Guard.

Bands such as Guillemots, The Delays and The Courteeners will be playing live inside a specially restored 1965 Volkswagen camper van, to an audience of just three competition winners.

The campaign, which is set to run across online and experiential media, includes a website offering video content of the gigs, a festival blog, and footage of the camper van being customised.

Display media on Yahoo! websites and a mobile WAP site also support the campaign.