The Work: New campaigns - UK

Project: BBC Radio 6 Music
Clients: Alan Taylor, head of marketing; Caroline Hunt, marketing
manager, BBC
Brief: Music discovery
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Ted Heath
Art director: Paul Angus
Planner: Alice Huntley
Media agency: n/a
Production companies: Michael Moloney Studio, Red Bee Media
Director: Michael Moloney
Exposure: TV


The BBC's 6 Music is the radio station to tune into if you want to "get an earful" of the latest music, according to a new TV spot by Rainey Kelly Campbell Roalfe/Y&R.

The ad, set to the track A Punk by Vampire Weekend, features an anatomically topsy-turvy character with a large body, snout and an ear for a nostril.

The animated creature, drawn in graffiti, makes his way around the walls of London, sucking up musical influences on his way.

Sound: from a man's headphones, tunes wafting from a bedroom and music emanating from a record shop are all hoovered up by the creature, who morphs into different shapes and colours as he listens.

Project: The big rollback
Client: Samantha Morgan, head of brand communications, Asda
Brief: Asda's everyday low-cost business model helps Asda save money,
which translates into rollbacks for Asda customers
Creative agency: Fallon
Writer: Martin Gillian
Art director: Dave Lang
Planner: Mark Sinnock
Media agency: Carat
Media planners: Helen Curtin, Richard Frampton
Production company: Between The Eyes
Director: Johnny Hopkins
Editor: Ted Guard
Post-production: The Moving Picture Company
Audio Post-production: Grand Central
Exposure: National TV


The good deeds of Asda's environmentally conscious workforce are hailed as one of the reasons that the supermarket can "roll back" its prices in a new TV ad.

Fallon created the spot, which features real Asda workers, such as DJ and Alison, whose decisions to turn off the lights in the warehouse and recycle cardboard packaging help Asda to lower the price of everyday goods such as tea, coffee and fruit and veg.

The ad goes on to explain that the supermarket will be rolling back the price of 4,000 products in January.

Project: Spilt pint
Client: Fiona Seymour, head of marketing, Department for Transport
Brief: Dramatise how drink can have damaging varied personal
Creative agency: Leo Burnett
Writer: Daniel Fisher
Art director: Richard Brim
Media agency: Carat
Media planner: Dayna Slate
Production company: This is Real Art
Designer: Paul Belford
Photographer: Paul Belford
Retouching: This is Real Art, Leo Burnett
Exposure: National posters


Leo Burnett is highlighting the potentially catastrophic consequences of having a drink before driving in a new poster campaign.

The ads, part of the Department for Transport's ongoing "Think!" campaign, feature family photos ruined by a spilt drink. Each execution carries the text "Driving ban, substantial fine, criminal record", with a final line tailored to the content of the photo.

One poster, featuring a man's graduation picture, reads "Don't let that drink ruin your career", while another ad featuring a wedding photo warns: "Don't let that drink ruin your relationship."

Project: Holidays unpackaged
Client: David Stephens, marketing manager, Visit Wales
Brief: Position Wales at the heart of a new holiday movement and
generate additional visits through 2009
Creative agency: Wieden & Kennedy
Writer: Darren Wright
Art director: Nicolla Longley
Planner: Richard Summers
Media agency: Carat
Media planner: Nadia Allan
Production company: Home
Director: Lucy Blackstad
Editor: Struan Clay
Post-production: Prime Focus
Audio Post-production: Wave
Exposure: TV, cinema, online


Wieden & Kennedy has created a new TV campaign for Visit Wales promoting the country as an alternative to the typical formulaic package holiday.

By following a Welshman rediscovering what his home country has to offer, the ad aims to demonstrate how visitors can immerse themselves in the local culture and environment.

The documentary-style 40-second spot shows the man finding out about the locally sourced blankets, beds and art in a harbour-side hotel, visiting a Michelin-starred restaurant, cliff jumping and wine tasting.

The ad ends with the strapline "Holidays unpackaged" and drives people to the website, where they can view further online docu-films showcasing Wales' best assets.

Project: Anchor Great Escape TV
Clients: Mike Walker, Anchor senior brand manager; Emily Oldridge,
Anchor brand manager, Arla Foods
Brief: Communicate that Anchor is the free-range butter brand
Creative agency: CHI & Partners
Creative team: Ed Edwards, Dave Masterman
Planner: Ben Southgate
Media agency: Carat
Media planner: Naomi Lopez
Production company: Tandem
Director: Tony Mines
Exposure: National TV


Anchor is continuing its Fuzzy Felt-themed campaign with a new TV spot featuring a pastiche of the final scene from The Great Escape.

Steve McQueen, played in this version by a cow, is seen making a final bid for freedom on a motorbike, while angry farmers pursue him across the countryside.

The famous theme from the film accompanies the ad, which ends with a voiceover explaining: "Anchor cows are never cooped up, they're free to roam all year round."

The TV ad, which will run in 40-, 20- and ten-second versions, will be followed by a print campaign featuring roaming Anchor cows in popular holiday destinations.

Project: relaunch virals
Client: Michael Harvey, editorial director,
Brief: Promote the fact that Top Gear is now available 24/7 through
Creative agency: Work Club
Writer: Work Club
Art director: Work Club
Planner: Patrick Griffith
Production company: Hungry Man, London
Director: Wayne Waterson
Editor: Alistair Jordan, The Whitehouse
Audio Post-production: Anthony Moore, Factory Sound
Exposure: Seeding on Top Gear and Stig Facebook groups, Top Gear YouTube


Top Gear's masked hero The Stig stars in a new viral campaign for the relaunched Top Gear website, created by Work Club.

As well as cameos from The Stig, the ads also feature Top Gear staff behind the scenes at their offices.

In one, a writer is seen nervously trying to come up with ideas for the site in front of the imposing helmeted Stig. Another, highlighting Top Gear's petrolhead credentials, shows a member of the production team typing in his colleague's password "Lamborghini Murcielago LP640".

The line "Top Gear all the time" ends each viral in a bid to emphasise that Top Gear is available 24/7, not just as a weekly TV programme or monthly magazine.

Project: Connections
Client: Betty McBride, director of policy and communications, British
Heart Foundation
Brief: Bring the BHF to those who need it most, namely people living
with heart disease and their loved ones
Creative agency: Grey London
Writer: Grey London
Art director: Grey London
Planner: Grey London
Media agency: PHD
Media planner: Suneil Saraf
Production company: The Producers
Director: Jonathan Barnbrook
Post-production: Glassworks
Audio Post-production: Grand Central
Exposure: UK TV


The British Heart Foundation is questioning how people feel about their heart in a new TV campaign, by Grey London, that highlights the functions of the charity, from funding research to simply providing an ear for anyone with concerns about heart disease.

A CGI image of a heart provides the focal point for the 60-second spot that also carries animated text of key words in the ad's voiceover.

The woman's voice explains that while most people with healthy hearts barely give the organ a second thought, for those who have heart disease, or for people whose loved ones are suffering from a heart condition, the BHF can provide help and support.

Project: Here today, goo tomorrow
Client: Jodie Bates, brand manager, Cadbury
Brief: Announce that Cadbury's Creme Egg and Cadbury's Creme Egg minis
are back on the shelf
Creative agency: Saatchi & Saatchi
Writer: Rachel Donovan
Art directors: Izy Peugniez, Pablo Videla
Planner: Martin Smith
Media agency: PHD
Media planner: Charlotte Bristow
Photographer: James Day
Exposure: National TV, print


There may be a few months to go until Easter, but Cadbury's Creme Eggs have hit the shelves once again, and this time around it's Saatchi & Saatchi that has produced the campaign to promote their return.

In its first work for the chocolate brand since it secured the account from Publicis, Saatchis takes a similar tack to previous campaigns, focusing on the egg's suicidal tendencies. The first teaser TV spot features a class full of the eggs being taught how to conduct the perfect kamikaze gooey death, while a print campaign depicts the eggs' self-destruction.

Project: Muller Light
Client: Muller
Brief: Carefree eating
Creative agency: TBWA\London
Writers/art directors: Senan Less, Graeme Bowman
Planners: Kate Reading, Simon Law
Media agency: MediaCom
Media planner: Julia Luther
Production company: Home Corp
Director: Andy Margetson
Editor: Tim Thornton Allen, Marshall Street Editors
Post-production: Absolute Post
Exposure: TV


Muller is claiming it can liberate people from faddy diets in a new TV campaign for Muller Light yoghurts.

The campaign, by TBWA\London, contains a series of 30-second spots, the first of which opens on a wedding.

As confetti showers down on the happy couple, the camera pans up over the church, revealing the source of the sprinkles to be a pair of wedding guests feeding diet books into a wood shredder.

Another spot sees two women replace the clay pigeon in a trap with diet books, who then giggle as the books are shot at.

A voiceover explains that because Muller Light is fat-free, you can "eat happily ever after".

Project: January DM campaign
Client: Neil Stead, marketing manager, direct marketing, Waitrose
Brief: Drive footfall into Waitrose branches during January by winning
back Partnership Card customers who have reduced their spend and
retaining more loyal Partnership Card customers. Showcase offers
available in-store during January
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: James Balmond
Art director: Terry Pottle
Planner: Chris Ridd
Media agency: n/a
Photographer: Philip Webb
Designer: Andy Edwards
Exposure: Direct mail to partnership cardholders and warm responders


Waitrose is venturing into unchartered territory by launching its first food sale to target the credit-crunch shopper.

A direct marketing pack, created by Kitcatt Nohr Alexander Shaw, promotes the offers available by picturing various food items with a red "sale" tag protruding from the item. Meanwhile, the opening pages of the mailer declare: "There's a first time for everything. The Waitrose January Sale is now on."

The pack will be sent to all Partnership Card customers whose spending habits at the store have declined, in a bid to draw them back into the store in the coming months.

Project: Eat Qlever brand campaign
Client: Rafi Arkin, senior brand manager, Premier Foods
Brief: n/s
Creative agency: McCann Erickson
Writer: Neil Clarke
Art director: Jay Phillips
Planners: Stephen Meade, Rob Collins
Media agency: MediaVest
Media planners: Anushia Johnson, Jon Kershaw
Production company: Hibbert Ralph Animation
Directors: Kim Burdon, Greg Mills (Democracy); Alan Newnham
Post-production: Hibbert Ralph Animation
Exposure: TV


McCann Erickson has created a colourful new ad for Quorn, promoting the meat substitute as a way to "eat Qlever".

The 30-second ad, set in an animated fantasy land, features a family of colourful characters, whose plate of Quorn spaghetti floats out of their house and up into the clouds. But, in the nick of time, each family member (from the mother to the cat) manages to grab hold of a strand of spaghetti trailing from the bowl.

As they float skyward behind their dinner, a voiceover explains that "because Quorn is low in fat and high in protein, it keeps you light on your feet".

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