The Work: New campaigns - UK

VISION EXPRESS - EYEBALLS
CREDITS
Project: Eyeballs
Client: Karen Williams, head of marketing, Vision Express
Brief: Create a memorable campaign with cut-through to promote Vision
Express that highlights its health credentials and is flexible enough to
also promote its great offers and extensive range
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Gavin Torrance
Art director: Danny Hunt
Planner: Mary Tucker
Media agency: Walker Media
Media planner: Chris Smith
Production company: Partizan
Director: Valerie Pirson
Editor: Christophe Williams, The Whitehouse
Post-production: Smoke & Mirrors
Audio Post-production: Wave
Exposure: National TV

THE LOWDOWN

A pair of eyeballs get a major workout at the gym in Miles Calcraft Briginshaw Duffy's new TV ad for Vision Express.

The ad features two men with giant eyeballs for heads wearing shorts and sweatbands. They start exercising and are timed and monitored by two muscle-bound eyeball-headed trainers.

The workout, which shows the eyeballs using a running machine, skipping and lifting a giant dumbbell together, ends with the trainers pulling down a giant pair of glasses that frame the pair of eyeballs.

The campaign aims to highlight the health credentials of Vision Express.

TRIPLE VELVET - THREE TREES
CREDITS
Project: Three trees
Client: Emma Heald, brand marketing controller, Triple Velvet
Brief: Communicate SCA's three trees initiative
Creative agency: Fallon
Writer: Lawrence Seftel
Art director: David Day
Planner: Tom Goodwin
Media agency: Carat
Media planners: Jessica Siveright, Claire Belsten
Production company: Outsider
Director: James Rouse
Editor: Workpost
Exposure: UK national TV, cinema, online

THE LOWDOWN

Triple Velvet's baby managing director is back in its latest TV campaign promoting the toilet tissue brand's environmental credentials.

The campaign, by Fallon and entitled "three trees", communicates the message that SCA, the brand's parent company, will plant three trees for every one used in the production of Triple Velvet.

The ad cuts between the managing director introducing the scheme to his board in an office and shots of him telling the team where to plant the new trees in a forest.

The new campaign, which will run in 40-, 20- and ten-second versions, will also run in cinemas and online.

FORD OF EUROPE - PAN-EUROPEAN LAUNCH OF THE NEW KA
CREDITS
Project: Pan-European launch of the new Ka
Client: Claire Hepworth, small car communications manager, Ford of
Europe
Brief: Launch the new Ka across Europe generate response and sales
Creative agency: Wunderman
Writers: Rachel Walker (direct mail), Inger Nordby (digital)
Art directors: Neil Williamson (direct mail), Damien Knowles (digital)
Exposure: Direct mail, digital, mobile marketing

THE LOWDOWN

Wunderman brings a Where's Wally? flavour to the latest digital ad campaign for the Ford Ka, which tests customers' observational skills.

The digital campaign builds on the puzzling quest that featured in the TV ad in which there were 64 difficult-to-spot little Kas.

The online ad involves a pop-up postcard in which various Ka images are hidden. Recipients of the postcard are urged to visit www.ford.co.uk, where they find a colourful busy cityscape illustration, with more images awaiting discovery. There is also a content-rich portal at www.gofindit.net.

The campaign, which targets twentysomethings, also used pre-launch mobile marketing and offers customers the chance to book a test drive via SMS.

ITV - ANT & DEC'S SATURDAY NIGHT TAKEAWAY SERIES 9
CREDITS
Project: Ant & Dec's Saturday Night Takeaway series 9
Client: Anna Bateson, director of viewer marketing, ITV
Brief: Build on work done to date to find a new, creative and funny
vehicle for Ant and Dec to announce the return of Takeaway
Creative agency: ITV Creative
Writer: Chaka Sobhani
Art director: Alison Dominitz
Planner: n/s
Media agency: n/a
Media planner: n/a
Production company: ITV Creative
Director: Chaka Sobhani
Editor: Suzy Davis, Final Cut
Post-production: The Moving Picture Company
Audio Post-production: Arge, Envy
Exposure: National TV

THE LOWDOWN

The Geordie duo fall asleep on the job in a new TV campaign to promote the next series of Ant & Dec's Saturday Night Takeaway.

The ad, by ITV's in-house creative department, ITV Creative, shows the presenters at home quietly dozing in different, and often unlikely, places around the house.

In the first scene, Dec is in the bathroom having slumped into a slumber midway through brushing his teeth, while Ant snoozes on a chair in the garden clutching a garden gnome.

The scenes are inter-cut with shots of a clock, which reveal that the pair are in fact sleeping right through the working week. Then, as the clock strikes 7pm on Saturday, the alarm goes, and Ant and Dec wake up just in time for the start of their show.

PFIZER - GET REAL, GET A PRESCRIPTION
CREDITS
Project: Get real, get a prescription
Client: Pfizer
Brief: Warn people about the real risks of purchasing prescription-only
medicine, without a prescription, from unregulated sources such as
illicit websites
Creative agency: Langland
Writers: Mihai Badic, Andrew Spurgeon
Art director: Andrew Spurgeon
Planner: n/a
Media agency: Universal McCann
Media planner: n/a
Production company: Outsider
Director: Henry Littlechild
Exposure: Cinema

THE LOWDOWN

The perils of counterfeit medicine are the subject of a hard-hitting new cinema ad from the drugs company Pfizer, which features a man coughing up a dead rat.

The ad, by Langland, shows a man vomiting the rodent after taking a pill bought from an illicit website. It aims to communicate that counterfeit medicines can contain rogue ingredients, such as rat poison.

Other organisations supporting the campaign include the Medicines and Healthcare products Regulatory Agency, The Patients Association, Men's Health Forum and H.E.A.R.T UK.

The ad, which was classified with a "15" rating,has also been posted on YouTube and www.realdanger.co.uk.

ACTION FOR CHILDREN - AS LONG AS IT TAKES
CREDITS
Project: As long as it takes
Client: Action for Children
Brief: Bring to life the transformational work that Action for Children
does
Creative agency: Baby Creative
Writer: Fabrice Ward
Art directors: Steve Grime, Fabrice Ward
Planner: Suzanne McManus, Baby Centre
Media agency: John Ayling & Associates
Media planner: Andy Brander
Production company: Passion Pictures
Director: Dan Sumich
Post-production: Prime Focus
Sound: design Andrew Diey, Radium
Exposure: TV

THE LOWDOWN

The children's charity Action for Children has launched the latest spot in its first ad campaign in its 140-year history, promoting the charity's commitment to providing positive long-term solutions for vulnerable children and young people.

The TV ad, called "Dan" and created by Baby Creative, is an animation that tells the story of a young boy with autism. The creative features the childlike drawings of a young boy trapped inside a monstrous character. The image is imposed upon a harsh urban backdrop.

A red line that appears in the ad is used as a visual metaphor for the charity's new brand strapline: "As long as it takes." The frustrated child becomes isolated from society, but Action for Children help arrives in the form of the red line and he is able to shed the monster that has surrounded him.

The TV spot will be supported by online and print work.

MACLEANS - CLOSE ENCOUNTERS
CREDITS
Project: Close encounters
Clients: Carol-Ann Stewart, Oral Care marketing director; Alex
Pettigrew, group brand manager, Macleans
Brief: Reposition the Macleans brand to build an emotional connection
with consumers
Creative agency: M&C Saatchi
Writers/art directors: Nick O'Brien, Paloma Reed
Planner: Richard Storey
Media agency: MediaCom
Media planner: Andrew Niven
Production company: HSI London
Director: David LaChapelle
Editor: Ted Guard, The Quarry
Post-production: Derek Moore, Prime Focus London
Audio Post-production: Wave
Exposure: National cinema, TV, press

THE LOWDOWN

Macleans puts a glamorous spin on oral hygiene with its new TV ad featuring a cinematic romantic encounter.

The ad, by M&C Saatchi, aims to move away from the more scientific approaches typically used in toothpaste campaigns. It shows a chance meeting of a man and a woman on the street. The couple embrace and the woman's day is retraced back from that point to the moment she brushed her teeth with Macleans whitening toothpaste.

The campaign encourages consumers to always be ready for unexpected romantic encounters and aims to connect a clean, fresh, healthy mouth with a feeling of confidence.

VIRGIN HOLIDAYS - YOU CAN AFFORD TO BE UNREASONABLY DEMANDING
CREDITS
Project: You can afford to be unreasonably demanding
Client: Andrew Shelton, marketing director, Virgin Holidays
Brief: Promote 100,000 holidays from just £499
Creative agency: Elvis
Writer: Lindsay Debeer
Art director: Ben Barnes
Planner: Andy Nairn
Media agency: Manning Gottlieb OMD
Media planner: Emma Mee
Exposure: Online, press, digital escalator panels, direct mail, e-mail

THE LOWDOWN

Virgin Holidays, which has been using its recent "Ask for the World" campaign to encourage its customers to be demanding, has taken its message a step further with the help of three style-conscious monkeys.

In its latest ads, the company is now telling customers they can afford to be unreasonably demanding as Virgin is offering 100,000 holidays at affordable prices.

The campaign, which spans press, online, DM and outdoor, features three monkeys with three very different, but equally ridiculous, hairstyles. Customers are urged to use ridiculous reasons to choose one holiday over another.

ROYAL MAIL - DESIGN CLASSICS ACQUISITION CAMPAIGN
CREDITS
Project: Design Classics acquisition campaign
Client: Caroline Forbes, senior marcoms manager, Royal Mail
Brief: Promote the British Design Classics issue and drive customer
acquisition
Creative agency: Proximity London
Writer: Marcus Iles
Art director: Duncan Gray
Planners: Emma Hargreaves, Jo Dann
Media agency: OMD
Media planner: Nadine Turner
Photographer: Jason Tozer
Exposure: Press, online

THE LOWDOWN

Proximity London is aiming to bring out the philatelists in us with a campaign to promote a new range of Royal Mail stamps.

The range, called Design Classics, showcases iconic British designs such as Mary Quant's miniskirt and Harry Beck's London Underground map, and are part of the Royal Mail's strategy to encourage people to become collectors.

The campaign, which includes online display and press ads, coincides with the launch of the stamps. It features direct mail, a microsite and an e-mail programme, which aim to highlight the iconic nature of 20th-century design.

The packs will be sent to Royal Mail stamp collectors as well as targeting people with an interest in design.