The Work: New campaigns - UK

Project: Who is Johnny X?
Clients: Cathy Davies, head of global marcoms; Leigh Taylor, senior
marcoms manager; Catherine Cherry, global product marketing manager,
Sony Ericsson
Brief: Produce an epic idea to launch the XPERIA sub-brand and the first
product under it, X1
Creative agency: Dare
Writers: Carina Martin, Nicky Palamarczuk
Art director: Matt Firth
Planners: John Owen, Helen Lawrence
Media agency: Mediaedge:cia
Media planner: n/s
Production company: Nice Shirt Films
Director: Stuart Douglas
Editors: Ted Guard, Jonnie Scarlett, The Quarry
Exposure: Online, PR, outdoor, press


Sony Ericsson is asking "who is Johnny X?" in a high-octane digital campaign for its new sub-brand XPERIA.

Produced by Dare, nine fast-paced episodes will appear on in the space of three weeks, with the first episode airing on 22 September.

Each episode, which is between two and three minutes long, will follow Johnny X as he uses his Sony Ericsson X1 to try to piece together elements of his life following his kidnap by a gang.

Filmed in the style of an intense action film, Dare has also come up with a teaser trailer, which shows snippets from the episodes. These include a dramatic car chase and scenes of the hero obtaining clues to help himself find his true identity, in a style reminiscent of the film Memento.

The trailer ends intriguingly with Johnny looking straight into the camera and stating "this is not a hoax".

As well as playing on the lead site, the content will also be distributed via online advertising, mobile phones and video-sharing sites.

Project: Luxury chocolate blocks
Client: Stuart Renshaw, head of brand, Thorntons
Brief: Announce the launch of 19 luxury chocolate blocks from Thorntons
in such a way that communicates Thorntons' relevance and appeal to a
younger, more trend-conscious audience
Creative agency: Mother
Writer: Mother
Art director: Mother
Media agency: Starcom MediaVest
Media planners: Matthew Prentis, Verity Rapachi
Photographer: Dan Tobin Smith
Exposure: Print


Mother has produced its first work for Thorntons since winning the account last July.

The print campaign launches the brand's new range of 19 luxury chocolate blocks and is designed to target a younger female audience.

The two ads show 19 different colours resembling the style of a kaleidoscope pattern. Set against a black background, the strapline reads: "A colour for every flavour."

Ads will appear in Grazia, The Guardian Weekend, The Observer Magazine, OK! and Hello!. It coincides with an experiential campaign by Mother Experience that will run through London Fashion Week later this month.

Project: London to Geneva in one take, on one tank
Client: Morna Steel, communications manager, Volkswagen
Brief: Showcase the fuel efficiency of the BlueMotion Polo
Creative agency: Tribal DDB London
Writers/art directors: Chris Boyd, Damian Simor
Planner: John Goodbody
Media agency: Tribal DDB London
Production company: MeWE.TV
Director: Nick Wood
Exposure: Online


Tribal DDB has created a film to showcase the fuel efficiency of the new BlueMotion Polo vehicle.

The agency developed the idea of filming the car on a journey, on one tank of fuel, from London to Geneva. The resulting "in one take, on one tank" video involved the agency driving the car to the Geneva Motor Show on a single tank of diesel. The creative team then edited down 36 hours of footage into a 90-second film which will be seeded on the Volkswagen website (, alongside details of performance in relation to CO2 emissions and fuel costs.

Project: Siren bots
Client: Rankin Carroll, bars portfolio director, European snackfood
marketing, Mars
Brief: n/s
Creative agency: Abbott Mead Vickers BBDO
Writer: Prabs Wignarajah
Art director: Jeremy Tribe
Planner: Jeff Lush
Media agency: MediaCom
Media planners: Andy Walsh, Oliver Seares
Production company: Not To Scale
Directors: Pierre and Bertrand
Post-production: The Mill
Audio Post-production: Wave
Exposure: TV


Mars is launching the next stage of its £3.4 million push to promote its Mars Planets bite-sized chocolates with a robot-inspired animated TV ad.

Created by Abbott Mead Vickers BBDO, the "bots" spot is directed by the French duo Pierre and Bertrand and is accompanied by a soundtrack mixed by DJ Mr Thing, formerly of the Scratch Perverts.

Featuring a robot planet, the animated spot shows the robots gradually being stirred from their routine as the soundtrack builds. The discovery of the Mars Planets chocolate balls finally induces an energetic dance party. The idea is to convey the brand proposition of "mixing up" the different flavoured chocolate balls available in the Mars Planets pouch.

Project: John Lewis fashion
Client: Craig Inglis, head of brand communications, John Lewis
Brief: Promote the John Lewis fashion offering for autumn 2008
Creative agency: Lowe London
Writer: Steve Paskin
Art directors: Steve Paskin, Grace Woodward
Planner: Tracey Follows
Media agency: Manning Gottlieb OMD
Media planner: Stacey Leonard
Photographer: Phil Poynter
Photographer's agency Serlin Associates
Retouching: company Shiny New York
Exposure: National press, posters


The British supermodel Karen Elson kicked off John Lewis' autumn fashion campaign last weekend.

The £1.5 million print campaign, created by Lowe London, showcases outfits from the store's autumn/winter 2008 fashion range.

The campaign aims to reposition the department store as a large fashion boutique.

Elson was shot against different illustrated scenes of a park, doorway, on a bed and on a busy street. In each execution, the copy - "Dress for the moment" - is featured on an object, such as a newspaper or pillow.

The campaign will run across print and outdoor, and will show Elson modelling four outfits: workwear, outerwear, partywear and knitwear.

Project: Wet your appetite
Client: HCC Meat Promotion Wales
Brief: Raise the brand awareness and premium status of Welsh lamb
Creative agency: Golley Slater
Writers: Phil Hickes, Richard Daughton
Art director: Rich Daughton
Planner: Jon Cosbie Ross
Media agency: Golley Slater
Media planner: Sue Hendry, Golley Slater
Production company: RSA Films
Director: Stuart Rideout
Editor: Lou MacGregor
Post-production: Smoke & Mirrors, Framestore
Audio Post-production: 750mph
Exposure: TV (ITV1 Central, Meridian, HTV Wales and West, UKTV Food,
S4C), national press


The latest ad for Welsh lamb opens with a thunderstorm in rural Wales. The campaign pays homage to the Welsh climate, declaring that rain is good for the land and ultimately for the lambs that are reared there.

And to prove it, the ad cuts into a cosy country cottage where a lamb roast is being cut and served with red wine.

The film was shot in the Brecon Beacons and alternates between shots of a rain-lashed cottage and a lovingly prepared leg of Welsh lamb.

Stuart Rideout, who directed the spot, brought in rain machines to simulate the wet British weather. The ad will be followed with a similar campaign for Welsh beef that breaks in November.

Project: Citroen C4
Client: Ian Hughes, marketing director, Citroen UK
Brief: Launch the restyled C4
Creative agency: Euro RSCG London
Writer: Justin Hooper
Art director: Oliver Caporn
Planner: Ian Hilton
Media agency: OMD
Media planner: Jonathan Mogford
Production company: SOIXAN7E QUIN5E
Director: Jonas Akerlund
Editors: Paul Jones, Toby Aldridge
Exposure: National TV


The Citroen C4 carbot boogies his way around the streets of New York in a new campaign created by Euro RSCG London. The carbot finally transforms back into a car after strutting its stuff - doing flips and throwing shapes - to the sound of the Bee Gees' classic Staying Alive.

The spot, which ends with the strapline "Alive with technology", was directed by Jonas Akerlund and features special effects designed by Embassy VFX in Vancouver.

Project: Breakfast
Client: Jill McDonald, senior vice-president and chief marketing
officer, UK and Northern Europe, McDonald's
Brief: Show how McDonald's fits into people's morning
Creative agency: Leo Burnett
Writers/art directors: Philip Deacon, Bertie Scrase
Planner: Rebecca Harris
Media agency: OMD
Media planner: Rebecca Burke
Production company: Blink
Director: Ewan McNicol
Editors: Spencer Ferszt, Marshall Street Editors
Exposure: National TV


McDonald's is celebrating the variety in people's mornings with two 30-second TV spots created by Leo Burnett.

The ads follow the British public as they go about their usual routines at two separate times of the morning, one filmed at 06:37, and the other at 08:52.

The snippets show people doing everything from swimming or jogging, to simply driving to work.

The idea is to show that, despite the great variety in people's lives, McDonald's breakfast menu still has something to offer everybody.

The TV spots will also be supported by three 30-second radio ads.