The Work: New Campaigns - UK

Project: The power of three
Client: David Pemsel, group marketing director, ITV
Brief: Promote ITV's three biggest football properties
Creative agency: ITV Creative
Writer: Peter Humphries
Art director: n/a
Planner: Holly McArthur
Media agency: n/a
Production company: Gorgeous Enterprises
Director: Tom Carty
Editor: Jonnie Scarlett, The Quarry
Post-production: The Mill
Audio Post-production: Wave
Exposure: ITV1, ITV4, ITV Interactive, online (including but not limited


The Dark Knight star Gary Oldman fronts ITV's new campaign promoting the network's coverage of three big footballing events of the season: the Uefa Champions League, FA Cup and England internationals.

The spot, directed by Tom Carty, features Oldman extolling the virtues of things that come in threes as he strolls through a film set.

As he navigates the set, subtle references to the power of three appear in the background such as the three lions on an England shirt, and three flying ducks on a sitting-room wall.

Once he is off the set, Oldman starts kicking a ball around, finally pronouncing: "Three is good ... the Champions League, FA Cup and England internationals on ITV."

The ad ends with a final kick of the ball, sending it high into the air as Oldman states: "Now that's some hat-trick."

Project: Discovery 3
Client: Rob Furio, global communications manager, Land Rover
Brief: Continue the "trusted by experts" campaign to position the Land
Rover Discovery as the most capable 4x4 in the market
Creative agencies: Rainey Kelly Campell Roalfe/Y&R, Wunderman
Writer: Adrian Lim
Art director: Steve Williams
Planner: Jason Lonsdale
Media agency: MindShare
Media planner: Ed Fall
Production company: Epoch Films
Director: Stacey Wall
Editor: Lisa Gunn, Whitehouse
Post-production: The Moving Picture Company
Audio Post-production: Jungle
Exposure: TV, cinema, online


It's all about location, location, location for Land Rover in its new global integrated campaign to promote the Discovery 3.

The 60-second TV ad, created by Rainey Kelly Campbell Roalfe/Y&R, features a fictional Hollywood film location scout, Patrick Ranahan, on his quest to find the perfect shot of the Hollywood Hills.

He has to cover an array of tough terrain in his Discovery 3, highlighting the vehicle's driveability in all conditions.

The campaign is supported by a digital site, where viewers can assist Patrick in finding the ultimate location by navigating the Land Rover themselves.

Project: Terminal 5 is working
Client: Katherine Whitton, general manager for marketing communications,
British Airways
Brief: Show T5 is working
Creative agency: Bartle Bogle Hegarty
Writer: Brad Woolf
Art director: Dan Bailey
Media agency: ZenithOptimedia
Media planner: Matt Skelding
Exposure: UK static outdoor, press, radio, digital outdoor


British Airways is hoping to dispel negative perceptions of Heathrow's Terminal 5 with a new campaign from Bartle Bogle Hegarty.

Up-to-date posters help convey the message, with images and information taken from just 24 hours earlier.

The straplines attempt to illustrate how effectively the terminal is now working, displaying information such as the number of flights that landed on time, or the number of flights that departed on schedule.

The accompanying images will have been taken from inside the terminal on the previous day, showing real customers on their journey through the airport.

The campaign will be executed daily over 38 days during August and September.

Project: Schweppes Mule
Client: Claire Turnbull, senior brand manager, Schweppes
Brief: Schweppes Canada Dry and Smirnoff vodka
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Vizeum
Media planner: Beth Ferrier
Photographer: Jessica Craig-Martin
Photographer's agency Walter Schupfer
Retouching: company 4th Floor
Exposure: Outdoor


Schweppes uses a play on words in its latest print campaign advertising the Moscow Mule, its signature summer drink, made from Schweppes Canada Dry and Smirnoff vodka.

The ads, created by Mother, feature a purported mule accompanying glamorous women as they sit front row at a catwalk show, walk down the red carpet and shop on an exclusive high street.

Alongside the tongue-in-cheek images is the strapline "Be seen with a mule this summer", in a bid to promote the drink as the must-have accessory of the season.

Project: Innergear
Client: Beth Allen, senior brand manager, Powerade
Brief: Print campaign
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Vizeum
Media planner: Chris Stephenson
Photographer: Nadav Kander
Exposure: Sports magazines, newspapers, posters


Mother London has stripped British Olympic athletes bare in its print and outdoor campaign for Powerade.

To celebrate that Powerade is the official sports drink of the 2008 Beijing Olympic Games, the triple-jumper Phillips Idowu, cyclist Rebecca Romero and swimmer Gregor Tait are each captured performing their disciplines, completely stripped of all clothing.

Shot against a dark background, each image attempts to show that the inner qualities of the athletes are just as important as what they wear.

The three athletes were chosen for the campaign to show the diversity of talent on show in the Great Britain team. The executions will run in newspapers to coincide with when the athletes are competing.

Project: Nokia N-Gage
Client: Richard Ferguson, marketing activations manager, Nokia
Brief: Build brand awareness and promote Nokia's Fifa 08 licence
Creative agency: Work Club
Writers/art directors: Rodrigo Lebrun, Nico Tatarowicz, Nick Strada,
Greg Mitchell
Planners: Lisa De Bonis, Felicia Craddock
Media agency: LaCommunidad
Media planners: Ben Aves, Leon Wittenberg
Production company: Hotspur & Argyle
Director: Theo Delaney
Post-production: Envy
Exposure: Online


Work Club is highlighting the addictiveness of Nokia N-Gage's Fifa 08 game in an online campaign.

Six short films have been created in CCTV style, each following Fifa 08 players as their games unfold on London Underground trains.

The undercover cameras capture their fellow passengers' bemusement as the players elaborately celebrate last-minute goals, ask other passengers to move because they're in their "lucky seat" and even order a pizza to be delivered to the carriage to avoid any disruption to their match.

From the N-Gage website, users can download the gaming application, obtain a Fifa 08 licence and purchase the Nokia N95 mobile.

Project: Collisions
Clients: Pete Charles, senior brand manager; Adam Warner, marketing
assistant, Doritos
Brief: Get young adults playing with new Doritos Collisions
Creative agency: Abbott Mead Vickers BBDO
Writer: Alistair Robertson
Art director: Alex Braxton
Planner: Martin Buckley
Media agency: OMD
Media planner: Pauline Kho
Production companies: Rehab Studios, Collective, Park Village
Director: Matt Hollis
Post-production: LAB Post production
Audio Post-production: LAB Post production
Exposure: Online


Four quirky mascots are entering the wrestling ring in a digital campaign for Doritos.

Created by Abbott Mead Vickers BBDO, the four mascots will be wrestling each other across Britain to celebrate the launch of Collisions, where two Doritos flavours are mixed into one bag.

Each mascot has been created to represent one of the four Doritos flavours used: T-Bone Steak, Grilled Pepper, Chicken Sizzler and Zesty Salsa.

The bouts, which began at the SeOne club in London Bridge, will be filmed and launched across multiple social network platforms and on the Doritos brand site.

Project: Spooks Code 9
Client: Reemah Sakaan, marketing director, BBC Three
Brief: Engage 16- to 24-year-old youth audience with BBC Three's new
spin-off series of Spooks called Spooks Code 9 ahead of transmission
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Exposure: Viral


Agency Republic is hoping to get people off Facebook and on to Facespook, in a digital campaign for the BBC's new series of Spooks.

Users are able to upload a photo of themselves to and become involved in their very own Spooks-style mission.

The character's face will be that of the user, as he or she breaks into a secured building to retrieve highly classified information.

Below the video is a strapline directing viewers to watch the first episode of the new Spooks series, which aired on 10 August.

Project: Defra illegal food imports
Clients: Caroline De Ville, Clare Farman, marketing campaign managers,
Brief: Highlight the hazards of personal food imports from outside the
European Union
Creative agency: COI
Writers: Matt Carter, Joe Wilby
Art director: n/a
Media agency: n/a
Production company: Feel Films
Director: Matt Carter
Post-production: Emma Waterson, Rushes
Exposure: UK TV


The Department for Environment, Food and Rural Affairs is highlighting the risks of bringing illegal food products into the UK with a new public information film, which attempts to bring the issue to life through food puppetry.

Created by COI, the 60-second public service ad features a woman trying to smuggle illegal food back through customs.

However, the food items in the suitcase suddenly burst into an upbeat song, with the chorus repeating the campaign's message: "Don't bring me back."

The ad ends with the UK Border Agency officials bringing the song to an abrupt end by confiscating the food, with a voiceover warning travellers to check the rules before they travel or face prosecution.

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