The Work: New Campaigns - UK

Project: The Sun
Client: Roland Agambar, marketing director, The Sun
Brief: Communicate the fact that, for just 30p, The Sun stimulates
Creative agency: Euro RSCG
Writer: Ben Clapp
Art director: Russell Schaller
Planner: Alison Ashworth
Media agency: Mindshare
Media planner: James Crouch
Production company: Stink
Directors: Martin Sjostrom, Jakob Dahlstrom
Editor: Frederik Nordstedt
Post-production: Swiss, Sweden
Audio Post-production: Angell Sound
Exposure: National TV


Euro RSCG is highlighting the value and breadth of content that The Sun offers with a new TV spot.

The 20-, 40- and 60-second ads begin with a couple sitting together on a park bench reading the newspaper. The pair are then joined by two joggers, who unfold another section of the paper to read for themselves.

As time goes on, more and more people try to get their hands on a section of The Sun, unfolding the paper until it covers the entire park.

Upon seeing the commotion, a passer-by stops and buys a copy from a nearby newsstand. The front page of the paper reads: "30p Sun Sensation hits UK! (That's as cheap as chips)."

Project: Station launch
Client: TIML Limited
Brief: Showcase the "real" music that Absolute plays and establish the
new brand in the public's mind
Creative agency: Albion
Writer: Steve Heath
Art director: Nick Darken
Planner: Glyn Britton
Media agency: Starcom
Media planner: Howard Watson
Production company: Hungry Man
Director: Stephen Pearson
Editor: Alaster Jordan
Post-production: The Mill
Exposure: National TV


The £2 million launch campaign for Absolute Radio, the rebranded Virgin Radio, features a music-loving dwarf called Geoff - who's a bit mad.

Created by Albion, there are three TV executions, one of which also stars Christian O'Connell, the station's breakfast DJ, which have been designed to demonstrate the "real" music that the station plays.

In one execution, Geoff attempts to search an incoming DJ's bag for rubbish CDs. When he refuses, Geoff starts kicking him. As the ad progresses, Common People by Pulp can be heard in the background and Geoff starts dancing.

Project: Slash
Client: MTV Switch
Brief: How consumers can address our diminishing water stocks
Creative agency: Ogilvy Advertising London
Writer: n/s
Art director: n/s
Planner: n/s
Media agency: n/a
Production company: Hotspur and Argyle
Director: Theo Delaney
Editor: Rachel Spann, The Quarry
Post-production: Hotspur and Argyle
Audio Post-production: Graeme Elston, Jungle
Exposure: Pan-European TV, online


MTV Switch is encouraging people to flush the toilet less often in its latest TV spot by promoting another means of waste disposal: public urination.

The ad, created by Ogilvy London and directed by Theo Delaney, features people urinating in a variety of public places, from in the street to in a church graveyard.

The spot, which is accompanied by a soundtrack of ethereal choral chanting, ends with the strapline: "Save water. Flush less."

Project: Fiat eco:Drive
Client: Fiat
Brief: Strengthen Fiat's positioning as an eco-friendly brand and
provide a more personable, engaging and fun driving experience
Creative agency: AKQA
Writer: Andy Cutbill
Art director: James Hilton
Planners: Paul O'Neil, Alison Rushworth
Media agency: n/a
Media planner: Michael Aneto
Designer: Richard Baxter
Exposure: n/a


Fiat is helping drivers to reduce their CO2 emissions and cut down on fuel consumption with a new system developed in conjunction with AKQA.

Eco:Drive uses a USB stick that, when placed in a Fiat car, can analyse the driver's driving style.

The USB stick can then be plugged into a computer, and the eco:Drive programme gives a mark out of 100 that reflects how efficiently the car has been driven.

Tutorials then suggest how the score can be improved, potentially saving the driver money and reducing CO2 emissions.

AKQA has also created a website to complement the programme, where the software can be downloaded and step-by-step guides on how to use it can be found.

Project: Silent assassin
Client: Diabetes UK
Brief: Communicate the fact that diabetes doesn't hurt, it kills;
increase awareness of the seriousness of the condition and of Diabetes
UK, and generate response
Creative agency: The Gate
Writer: Richard Germain
Art director: Steve Webb
Planner: n/s
Media agency: n/s
Media planner: n/s
Photographer: Spencer Rowell
Retouching: company The Gate
Exposure: Outdoor, national press


We're all being followed around by a nefarious shadowy killer, if these posters from The Gate are to be believed.

Diabetes UK is working on the idea that the disease is a silent killer and many people are not even aware that they may already have it - and that it can lead to heart disease, strokes, amputations, kidney failure and blindness.

The posters show people in everyday situations being chased by a horrible, shadowy silent assassin.

Project: Mini movie maker
Clients: Martin Driver, senior brand manager; Frances Dovey, interactive
and emerging media manager, Cadbury
Brief: Encourage parents to participate with The Natural Confectionery
Company brand
Creative agency: Weapon7
Writers: Dee Saigal, Cat Howarth
Art director: n/a
Planner: Simon Gregory
Media agency: PHD
Media planners: Dan Hosford, Kate Matthews
Design Ian Patrick, Tom Schrimshaw, Bernard Magri, Rob Meldrum, Chris
Exposure: Online advertising


Weapon7 is launching a mini movie maker for The Natural Confectionery Company.

The application allows users to create their own horror, romance or action flick by simply answering a few questions and selecting the type of movie they would like to make. It can then be sent to friends.

The mini movie maker can be accessed through a website, also developed by Weapon7, which will feature a Halloween Machine towards the end of the month that will allow the creation of scary spooky Halloween noises that can be used to scare friends.

The mini movie maker will be backed by an online banner campaign.

Project: Q relaunch
Client: Nick Knowles, marketing manager, Q
Brief: Get new and lapsed readers to re-evaluate Q following its
Creative agency: St Luke's
Writer: Tim Collins
Art director: Mike Hughes
Planner: Dan Hulse
Media agency: Bauer in-house
Media planner: Bauer in-house
Exposure: National TV, radio, press


St Luke's has created a campaign for the launch of the redesigned Q, published by Bauer Consumer Media, that plays on the idea of putting the magazine's content on "shuffle".

The press ad's copy links together quotes from articles on Barack Obama, Oliver Stone, AC/DC and the Sugababes to make an unusual narrative.

Focusing on the idea that Q readers view life - such as sport, comedy, film and politics - through the lens of music, the campaign's endline is: "A different take on music."

Project: Secret Slimmer
Clients: Sue Clague, commercial director; Gail Newport, marketing
manager, Pretty Polly
Brief: Launch Pretty Polly's Secret Slimmer tights range
Creative agency: Beattie McGuinness Bungay
Writer: Julia Martens
Art director: Jade Trott
Planners: Aimee Luther, Penny Wetherill
Media agency: Goodstuff
Media planner: Goodstuff
Photographer: Rankin
Retouching: Dan Jackson, BMBPerfectLove
Exposure: Print, outdoor, online


Beattie McGuinness Bungay's press campaign for Pretty Polly's range of Secret Slimmer tights taps into a truth for women of all ages: looking good is all about cheating.

Featuring the winner of the TV show Coleen's Real Women, Sasha Parker, the three executions feature silhouettes of the model, looking happy and gorgeous, alongside handwritten human truths. The taglines read "CHEAT, BLAG & LIE your way into that dress", "CON your way to gorgeousness"and "All's fair in love and SLIMMING".

The fashion photographer Rankin shot the ads. The campaign will run in press, outdoor and online, including an interactive leader board and super-MPU creative.

Project: Small pleasures
Client: Miranda Goodenough, head of direct marketing, John Lewis
Brief: Prompt customers to return to their local John Lewis
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Dom Corpe
Art director: Martin Lawson
Planner: Richard Madden
Designers/photographers: Kaara Shepard, Alan Batham
Exposure: Direct mail


Kitcatt Nohr Alexander Shaw has created a direct campaign that plays on the idea that customers should treat themselves at John Lewis to make their lives happier, despite the money worries of these dark, cold, depressing days.

The work is designed with cold winter evenings in mind and includes lines such as "Curling up on the sofa under a cashmere throw" or "Stepping barefoot on to a luxuriously soft rug", while the brightly coloured objects on sale stand out against a white background.

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