The Work: New Campaigns - UK

FORD FIESTA - THIS IS NOW
CREDITS
Project: This is now
Client: Mark Simpson, director of marketing communications, Ford of
Europe
Brief: Deliver a pan-European multimedia campaign for the new Ford
Fiesta
Creative agency: Ogilvy Advertising London
Writer: John Crozier
Art director: Dom Sweeney
Planners: Stephen Wallace, Magali Jaumol
Media agency: MindShare
Media planner: Howard Titley
Production company: Blink
Director: Noah Harris
Editors: Sam Sneade, Vanessa Wood
Post-production: Framestore
Audio Post-production: Jungle
Exposure: Pan-European TV, outdoor, print, online

THE LOWDOWN

Ford of Europe has kicked off a pan-European campaign to launch its new - very pink - Ford Fiesta model.

The car, aimed at women, attempts to distance itself from the old Fiesta model, establishing itself as a style icon by aligning with contemporary art and design.

The 60-second TV ad, created by Ogilvy Advertising London, launched last Friday at 9pm on Channel 4 during the series Ugly Betty.

Noah Harris, who won a yellow Pencil at D&AD this year for his E4 Refresh work in the TV and Cinema Graphics category, directed the TV spot.

The ad opens on a man raking up leaves in his garden at night. As the music starts, the garage door opens to reveal a TV, with modern art on its screen. The TV glides out of the garage into the city.

It is joined by more TVs, which have different images on their screens, as they travel through a city. The TVs then come together as blocks to make the shape of a car.

The screens on the TVs flick between images from fashion, art, architecture and design, and finally join to create the image of the new pink Ford Fiesta. The real car then emerges from behind the TVs and drives off.

HSBC - LUMBERJACK
CREDITS
Project: Lumberjack
Client: Heather McCracken, group brand comms manager, HSBC
Brief: Communicate HSBC's interest in understanding people's different
priorities and values
Creative agencies: JWT London, NYC
Writer: Dinesh Kapoor
Art director: Michael Ashley
Planner: Paul Simonet
Media agency: MindShare
Production company: Gorgeous
Director: Vince Squibb
Exposure: TV

THE LOWDOWN

The lumberjack in this film for HSBC is definitely not OK in his wife's eyes after she gets arrested trying to save the trees he's cutting down.

This film is designed to show how the bank realises that people have different opinions, and how it uses this knowledge to ensure it can treat its customers better.

It starts with the police, armed with truncheons and dogs, breaking up a protest against cutting down trees. As an angry woman is marched away, she passes a lumberjack and spits: "Happy now Henry?"

She is then bailed out of jail by the same lumberjack. They both jump on a motorbike and drive away.

DEFRA - ACT ON CO2
CREDITS
Project: Act on CO2
Clients: Fiona Samson, head of campaigns and marketing, Defra; Helen
Clark, deputy head of marketing, Department for Transport
Brief: Encourage the public to save energy and therefore save money by
suggesting simple actions that help achieve this
Creative agency: Abbott Mead Vickers BBDO
Writer: Martin Loraine
Art director: Steve Jones
Planners: Tom Johnstone, Ben Worden
Media agency: MindShare
Media planner: Sharon Singh
Production company: Tomboy
Director: Shane Meadows
Editor: Richard Graham
Post-production: The Mill
Exposure: TV, print, radio, ambient

THE LOWDOWN

Shane Meadows has got his advertising camera out again and is bringing his unique style of character to capture the "act on CO2" campaign for Defra.

The ad tells people that they can save energy and money by suggesting simple actions, such as turning electrical equipment off instead of leaving it on standby.

It stars a penny-pinching dad, not too dissimilar to Peter Kay, who stomps around his house turning off lights and uttering the usual dad-like sayings about never turning anything off.

However, when he confronts his children, they assume that he's trying to save the Earth and he suddenly seems a bit cooler to them, so they join in with his money-saving activities.

NSPCC - BUTTERFLY
CREDITS
Project: Butterfly
Client: John Grounds, director of communications, NSPCC
Brief: Make people believe that the NSPCC needs their money in order to
answer every child's cry for help
Creative agency: Saatchi & Saatchi
Writer: Matthew Skolar
Art director: Philippe Fass
Planner: Jane Cantellow
Media agency: ZenithOptimedia
Media planner: Sheila Bowden
Production companies: 1st Avenue Machine, Passion Pictures
Director: Aaron Duffy
Post-production: Framestore
Audio Post-production: Wave
Exposure: TV

THE LOWDOWN

Saatchi & Saatchi has produced a 30-second TV ad for the NSPCC to build awareness of its three-year-long Child's Voice Appeal, which aims to raise £50 million to improve and expand its helpline and online counselling services.

The campaign is based around the line "help us listen to every child's voice", and the ad features a butterfly whose wings are made of ears.

As it flutters through a city it passes a number of children who are enjoying themselves, and their fun-filled voices can be heard over a folksy soundtrack.

However, when it reaches a sad-looking girl sat against a wall and a boy looking out of the window of a tower block, there are no voices.

AUDI - QUATTRO HANDS
CREDITS
Project: Quattro hands
Client: Audi
Brief: Promote Audi's Quattro brand
Creative agency: Bartle Bogle Hegarty
Writer: Adi Birkinshaw
Art director: Paul Yull
Planner: Rachel Hatton
Media agency: MediaCom
Media planner: Dan Whitmarsh
Production company: Outsider
Directors: Dom and Nic
Editor: Struan Clay, Final Cut
Post-production: Framestore
Exposure: TV, posters, national press

THE LOWDOWN

Bartle Bogle Hegarty has produced a gripping new TV, print and press campaign for Audi's Quattro brand.

Each ad focuses on the intelligence of independent grip, noting that when a person grips something, they instinctively know how much power to exert.

The idea is underlined in the TV ad by showing a person gripping a number of different objects, ranging from a heavy bowling ball to small delicate animals.

At Audi, the ad goes on to explain, the same intelligence is applied to its cars, in order to ensure excellent traction in all conditions.

This is highlighted with the strapline: "Independent grip, intelligently applied."

MORRISONS - LET'S GROW
CREDITS
Project: Let's grow
Client: Richard Burgess, head of advertising, Morrisons
Brief: Involve shoppers in a new Morrisons scheme that will inspire
schoolchildren to want to learn how to grow fruit and vegetables
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard J Warren
Art director: Paul Hancock
Planner: Sandya Piyasena
Media agency: Mediaedge:cia
Media planners: Verica Djurdjevic, Charlie Edge
Production company: Outsider
Director: Pedro Romhanyi
Editor: Marshall Street Editors
Post-production: Framestore
Audio Post-production: Grand Central
Exposure: TV

THE LOWDOWN

Delaney Lund Knox Warren & Partners has created a TV campaign to launch Morrisons' first national voucher scheme, Let's grow.

The 30-second TV spot, fronted by the TV garden designer Diarmuid Gavin, launched last week and is on-air for three weeks.

The ad opens with Gavin pushing a shopping trolley through a school playground. Happy children run around, growing fruit and greens in vegetable patches as Gavin explains how the scheme works.

It closes with him sitting in a classroom, sharing the fruits of the children's labour with school pupils.

The voucher scheme, which was created by MEC Access, Mediaedge:cia's specialist cause marketing, entertainment and sports business, gives schoolchildren practical experience of growing fruit and vegetables.

VSO - GANDHI
CREDITS
Project: Gandhi
Client: Laura Solomon, head of creative services, VSO
Brief: Raise awareness of VSO volunteering opportunities among a
slightly older and more well-off audience
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Jamie Tierney
Planner: Caroline Gibbs
Media agency: BLM
Exposure: National press

THE LOWDOWN

VSO, the international development charity, is drawing on the inspirational ideas of Mahatma Gandhi to extend its appeal to more affluent and mature potential recruits.

Kitcatt Nohr Alexander Shaw has created a national press campaign that reflects the changing profile of VSO volunteers in recent years.

At one time, the overwhelming majority were school leavers. Today their average age is 38, and most come from skilled and professional backgrounds.

The campaign draws parallels between what VSO does and Gandhi's endeavours to lift people out of poverty.

VSO has almost 1,500 workers operating in 34 countries. They aim to pass on their expertise to local people so that when they return home their skills remain. Postings are for two years.

CAMDEN TOWN UNLIMITED - TURNING LONDON ON
CREDITS
Project: Turning London on
Clients: Paul Inglefield, head of communications, London Borough of
Camden; Simon Pitkeathley, chief executive, Camden Town Unlimited
Brief: Position Camden as the place for eating, drinking, live music and
shopping, as well as the creative business quarter with the capital's
best transport links
Creative agency: Watermill
Writer: n/a
Art directors: Dave Waters, Bertie Miller
Media agency: Manning Gottlieb OMD
Exposure: Press, outdoor, online

THE LOWDOWN

Camden, the London borough whose famous market was decimated by fire in February, has launched a marketing campaign to speed its economic recovery.

Forty-eight sheet posters, tactical press advertising and online activity under the theme "turning London on" are being used to highlight Camden's role in London's creative, leisure, cultural and tourism scene.

The campaign was commissioned by Camden Town Unlimited, the company appointed by the borough's business community to improve the local environment. The initiative is partly financed by a recovery fund to support traders whose businesses suffered because of the blaze.

ENERGY PERFORMANCE CERTIFICATES - ENERGY EFFICIENCY CHECK-UP
CREDITS
Project: Energy efficiency check-up
Client: David Watson, Communities and Local Government
Brief: Raise awareness of Energy Performance Certificates
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard Holmes
Art director: Remco Graham
Planner: Charlie Snow
Media agency: Rise Communications
Illustrator: Genevieve Gauckler
Exposure: National press, national radio

THE LOWDOWN

Delaney Lund Knox Warren & Partners has launched another campaign for the Department for Communities and Local Government, designed to give the public information about the introduction of Energy Performance Certificates.

Two press ads, which use illustrations of houses as if they are going for a check-up at the doctors, focus on the rental market. The first, targeting tenants, advises them to ask to see an EPC from their landlord as it can help save them money; the second informs landlords that they need to arrange an EPC for new tenants from 1 October.