The Work: New Campaigns - UK

Project: Advanced technology, beautifully hidden
Clients: Dermot Boden, chief marketing officer; SH Han, vice-president,
Brief: The beauty of hidden technology
Creative agency: Bartle Bogle Hegarty
Writer: Jon Fox
Art director: Rik Brown
Planner: Sarah Watson
Media agency: Mindshare
Media planner: n/s
Production company: RSA Films LA
Director: Carl Erik Rinsch
Editor: Digital Domain
Post-production: Digital Domain
Audio Post-production: Digital Domain
Exposure: National TV


LG reveals the technology that comes out to play when the homeowners are away in a new 30-second TV spot created by Bartle Bogle Hegarty.

Set to the soundtrack of Good Vibrations by The Beach Boys, a dark living room is lit up by a range of gadgets, which emerge from behind an LG TV.

Each gadget takes on the appearance of an insect, emitting beams of coloured lights, which create a disco effect. The lights then join together on the ceiling to form a large bubble, which lights up the entire room.

However, when the residents' car returns to the driveway, the gadgets suddenly shut down and quickly scuttle back to their hiding place.

The ad ends with a voiceover stating that LG TVs posses "advanced technology, beautifully hidden".

Project: Frank
Client: Nathan Jones, senior marketing manager, Frank
Brief: Challenge perceptions that cocaine is a harmless party drug among
young people
Creative agency: Mother
Writer: Mother
Art director: Mother
Planner: Mother
Media agency: Manning Gottlieb OMD
Media planner: Paddy Crawshaw
Production company: Hotspur & Argyle
Directors: Pier Van Tijn, Johnny Burns
Editor: Jane Cina, Trim
Post-production: Munky
Audio Post-production: Factory
Exposure: UK TV, online


David Mitchell voices "Pablo, the drug mule dog" in a new television spot that explores the negative effects of substance abuse.

At the beginning of the ad, Pablo tells the tale of how he woke up in a basement with a massive hole in his chest, because he'd been used for smuggling cocaine into the country.

Pablo uses this incident to go and explore "what the deal is with coke", by going to meet drug dealers and users. In the end, Pablo talks to Frank, someone who makes sense of it all, and explains that there's a darker side to drugs that can cause users real problems.

The TV campaign is supported by a website and online advertising created by Profero.

Project: Financial Times
Clients: Frances Brindle, global marketing director; Caroline Halliwell,
head of global brand, Financial Times
Brief: Position the Financial Times as a trusted source of global
business news, comment and analysis in troubled economic times
Creative agency: DDB London
Writer: Mike Crowe
Art director: Rob Messeter
Media agency: BJK&E
Media planners: James Jennings, Emily Rich
Exposure: Outdoor


The Financial Times is using a St Bernard dog in its latest print campaign, in a bid to affiliate the paper with the trust and heroism associated with the breed.

The poster, created by DDB London, features the dog standing proudly on the top of a mountain after emerging from an alpine storm.

The canine is depicted with a copy of the Financial Times hanging around its neck, where you would usually find a barrel, in a bid to promote the paper's position as a trusted source of global business news during turbulent economic times.

The posters, which are a follow-up to the FT's recent "global downturn" campaign, will appear on 48-sheet posters and Transvision screens across London throughout December.

Project: Baileys Films on 4 sponsorship idents
Client: Violeta Andreeva, brand manager, Baileys
Brief: Create sponsorship idents that will establish an association
between Baileys and Films on 4
Creative agency: JWT London
Writers: Darren Keff, Phillip Meyler
Art directors: Darren Keff, Phillip Meyler
Planner: n/a
Media agency: n/a
Media planner: n/a
Production company: Station Film
Director: Owen Harris
Editor: Amanda James, Final Cut
Exposure: National TV


Baileys is using the big-screen kiss to celebrate its sponsorship of Channel 4 films in a series of idents.

Created by JWT London, the idents parody a number of films from the past few decades, spanning a range of genres.

With classical music playing in the background, each ident shows that climatic moment in a film when the on-screen couple go in for a passionate kiss. However, at the critical moment, the woman pulls away, rejecting her partner in favour of a sip of Baileys.

Each ident ends with the strapline: "Listen to your lips."

Project: Matter
Client: Antony Miller, head of media business development, Royal Mail
Brief: Create the first commercial Matter box of "brand representations"
for Royal Mail
Creative agency: Artomatic
Writer: Tim Milne
Art director: Tim Milne
Planner: Matter Media
Designer/photographer: Matter Media
Exposure: 30,000 opt-in subscribers


Royal Mail has launched the "Matter box", a new direct marketing initiative that contains free brand representations from a range of household brands.

Created by Artomatic, the mailpack is delivered to all consumers who sign up on the Matter box website.

In the first box, consumers will receive products including a shower gel sample by Original Source, a Cadbury cranberry and granola chocolate bar, and a book sample by Harper Collins.

Each brand pays for its place in the Matter box.Companies including LoveFilm, Diageo and O2 have already signed up to the scheme.

Project: Want respect? Use a condom
Client: Laurence Russ, marketing team leader, Department for Children,
Schools and Families
Brief: Motivate condom use among sexually active 16- to 18-year-olds
Creative agency: Delaney Lund Knox Warren & Partners
Writer: Richard J Warren
Art director: Paul Hancock
Planner: Charlie Snow
Media agency: Naked
Media planners: Geoff de Burca, Claire Taylor
Production company: Another Film Company
Director: Steve Reeves
Editor: Paul Watts, The Quarry
Post-production: Glassworks
Exposure: National TV


Delaney Lund Knox Warren & Partners is emphasising the consequences of having unprotected sex with a new TV spot, created for DCSF.

Continuing the "Want respect? Use a condom" positioning, the 60-second ad runs backwards, beginning with the moment that a girl finds out that she's pregnant.

The ad then goes on to show how the girl got into that position in the first place, by drinking heavily through the night, hooking up with an equally drunk guy, and having unprotected sex with him.

The campaign, deliberately timed to coincide with the festive party season, is aimed at sexually active teenagers, after reports have shown that young people are twice as likely to have unprotected sex while under the influence of alcohol.

Project: National Express
Client: National Express
Brief: Great value travel home, when you need it most
Creative agency: TBWA\London
Writer: Martin McAllister
Art director: Theo Bayani
Planner: Tanya Barr
Media agency: MPG
Media planner: Clare Chapman
Exposure: Print, underground stations, online


TBWA takes a humorous look at the festive season in its first print campaign for National Express since winning the business in June.

Each ad is dominated by a slogan emphasising that the coach service will be providing travel for consumers throughout the Christmas period.

One reads: "Your Christmas presents are neatly tucked away in the hold on our coaches. Leaving you free to try and remember all your cousins' names."

Another execution, which carries an image of an exit sign, states: "We all love our families. But sometimes one day is enough. So we'll be running coaches on Boxing Day."

Project: Hellmann's Christmas
Client: Evelyne Wilkinson, brand builder, Hellmann's
Brief: Remind consumers that Hellmann's is the only mayo to have on
their tables at Christmas
Creative agency: Ogilvy Advertising
Writer: Alun Howell
Art director: Vijay Sawant
Planner: Alasdair Graham
Media agency: Mindshare
Media planner: Katy Barbary
Exposure: Weekly and monthly magazines


With research showing that Christmas is the key period in the year when consumers trade up from own-label mayonnaise to brand-name products, Unilever is releasing a festive print campaign for its Hellmann's range.

Running in December across weekly and women's monthly magazines, the ads show a spoon being removed from a Hellmann's mayonnaise jar. The remaining mayo left on the spoon gives it the appearance of Santa Claus, complete with a Hellmann's mayo beard and eyebrows.

Above the image, the ad carries the strapline: "Hellmann's, the only mayonnaise for Christmas."

Project: Food for thought
Client: Betty McBride, director of policy and communications, British
Heart Foundation
Brief: Show 11- to 13-year-old children the impact that their food
choices have on their health
Creative agency: Grey London
Writer: Grey London
Art director: Grey London
Planner: Grey London
Media agency: n/s
Media planner: n/s
Designers: Grey London, Bloc Media
Exposure: Online, poster, DM


To help fight against the problem of child obesity, the British Heart Foundation and Grey London have created the Yoobot, an interactive online campaign.

By visiting the Yoobot site, users can create mini versions of themselves by uploading their photo and tailoring the character's lifestyle.

By choosing what food to feed the character and by determining how much it exercises, the user can then find out their character's lifespan and wellbeing.

The game uses an accelerated ageing process, where one human day is equivalent to three Yoobot years, and once the character dies, the user can conduct an autopsy to determine the cause.

Project: Places
Client: Nicki Sheard, head of marketing, news and current affairs, BBC
Brief: Promote BBC News on your mobile
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Mike Boles
Art director: Jerry Hollens
Planners: Megan Thompson, Alice Huntley
Production company: Glassworks
Director: Steve Reeves
Editor: Scot Crane, The Quarry
Post-production: Ella Littlewood, Red Bee
Exposure: BBC TV


Rainey Kelly Campbell Roalfe/Y&R is focusing on the major news events in recent history to promote the fact that consumers can now receive BBC News on their mobile phones.

In an 80-second TV spot, landmark events, including the assassination of JFK, the fall of the Berlin Wall, the release of Nelson Mandela and the devastating events of 9/11, are all shown through BBC News reports.

On each occasion, the ad shows a viewer's reaction to what they're watching, from the sadness of JFK's death, to the glee of Mandela's release.

The ad ends with the strapline: "Where were you when you heard the news? Where will you be next time?"

Project: Zero-G
Client: National Geographic Channels International
Brief: Create channel identity for National Geographic Channels
Creative agency: Brothers and Sisters
Writer: Thanh Chu
Art director: Pedro Garcia
Media planner: Pedro Garcia
Production companies: Brothers and Sisters, Serious Pictures
Director: Danny Vaia
Editor: Billy Mead
Exposure: National Geographic Channels worldwide (except the US)


Brothers and Sisters has created the world's first channel idents that are filmed in zero gravity, to celebrate the National Geographic Channel's Space Week.

The idents feature a crew of 14 people performing a range of experiments in a G-Force One aeroplane.

Each time zero gravity was achieved on the plane, the crew began performing. One ident shows a collection of pool balls being hit by the cue ball, while another shows the crew bursting a balloon filled with water.

Each of the 13 idents also includes the National Geographic's iconic yellow border, which floats weightlessly around the ship.

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