The Work: New campaigns - UK

Project: Who you gonna call?
Clients: Chris Moss, European creative chair; Gerry Murphy, chief
executive; Catherine Boyd, head of marketing, 118 118
Brief: Promote calls to "Britain's most famous six-digit number"
Creative agencies: WCRS, The Brooklyn Brothers
Writer: The Brooklyn Brothers
Art director: The Brooklyn Brothers
Media agency: OMD UK
Media planner: n/s
Production company: The House of Usher
Director: Kinka Usher
Editor: Nick Allix
Post-production: Smoke & Mirrors
Audio Post-production: 750mph
Exposure: National TV, radio


The Brooklyn Brothers has produced its first work for 118 118 - a campaign that features the classic 80s hit Ghostbusters sung by the original performer of the song, Ray Parker Jr.

The two-minute spot sees the 118 118 runners alongside Parker leading crowds of people through the streets. Parker appears in a variety of guises including a bus conductor and a waiter to communicate the value of 118 118's service. The Ghostbusters line "Who you gonna call?" is adapted to include the 118 118 brand.

The spot, accompanied by a number of shorter executions, will run online and on TV and is supported by radio, ambient and viral activity.

Project: Extra 90+
Client: Ben Causon, Extra brand manager, Wrigley's UK
Brief: Link a benefit of chewing gum, tension relief, to tense moments
in football matches
Creative agency: Abbott Mead Vickers BBDO
Writer: Aidan McClure
Art director: Laurent Simon
Planner: Simon Wassef
Media agencies: MediaCom, Mediaedge:cia
Media planners: Charlie Dundas (MediaCom), Stuart Wareham
Designers: Aaron Moss, Dingus Hussey, Neil Craddock
Exposure: In-stadium


Wrigley's Extra is supporting its status as the official chewing-gum of the Barclays Premier League with a print campaign in football match programmes that recreates classic moments from injury time.

Created by Abbott Mead Vickers BBDO, the campaign seeks to link the tension relief benefit of chewing gum to the most tense moment of a football match - the added time at the end.

The 11 tailored ads, running in the match programmes of clubs including Liverpool, Everton, Aston Villa and Tottenham Hotspur, are art directed in an old football programme style and try to inspire fans to relive classic moments by describing them in print.

Project: Recycle for London
Clients: Jayne Whitton, head of marketing; Jason Cross, senior marketing
manager, GLA
Brief: Get Londoners who already recycle to recycle more
Creative agency: WCRS
Writer: David Cornmell
Art director: Jane Briers
Planner: Lynette Poh
Media agency: Mediaedge:cia
Media planner: Louise Brown
Production company: Blink
Director: Simon Willows
Editor: Mark Aarons, TVC Soho
Post-production: Framestore CFC
Audio Post-production: Jungle
Exposure: TV, posters, press, digital advertising, gaming


WCRS is continuing the Recycle for London campaign it launched back in 2007, with a new TV spot featuring a greedy bin-bag at home with its flatmate, Alasdair.

The spot aims to improve London's recycling performance by highlighting that every borough can now recycle more types of paper, glass and cans.

Alasdair catches the bin-bag sniffing at the recycling box in the kitchen in an attempt to eat its contents. "Oh Alasdair, I just had to have a can," the bin-bag says. "No bin," Alasdair replies. But the bin-bag continues to plead with its flatmate: "I'm so weak, Alasdair, I'm practically wasting away." Alasdair remains strong in the face of the bin-bag's pleas, eventually shoving it in the garbage can.

A voiceover ends the ad by explaining: "Around two-thirds of what we feed our bin could be recycled. Starve your bin."

Project: Diet Irn-Bru sugar free
Clients: Hamish Thomson, group brands manager; Lisa Hartley, brand
manager, AG Barr
Brief: Raise awareness that Diet Irn-Bru is sugar free
Creative agency: Leith
Writer: Mark Davies
Art director: Michael Kinlan
Planner: Claire Wood
Media agency: PHD North
Media planner: Laura Hands
Photographer: n/s
Retouching: n/s
Exposure: Print in Scotland


Irn-Bru is inviting consumers to play a rather easy game of "spot the difference" in its latest print campaign promoting its Diet Irn-Bru drink.

The campaign, which was created by Leith, depicts two very similar images but with one glaringly obvious difference.

One execution depicts two identical pictures of an Eskimo holding a spear, except that in one image the spear has a teddy bear wearing a T-shirt bearing the words "sugar free" impaled on the end.

Text surrounding the images asks consumers to "spot the difference" as well as explaining: "Diet Irn-Bru. Same Irn-Bru taste but sugar free."

Project: ComputerTan launch
Clients: Richard and Kathryn Clifford, Skcin
Brief: Launch the website ComputerTan. "The home of the new technology
that allows you to tan at your desk!"
Creative agency: McCann Erickson
Writer: Cameron Mitchell
Art director: Elliot Harris
Production company: Great Guns
Director/photographer: Jamie Lane
Exposure: Outdoor cross-track projection sites (50 screens across ten
Tube stations in London), online


The charity Skcin, the Karen Clifford Skin Cancer Charity, has launched a spoof campaign designed to raise awareness of the threat of skin cancer.

The activity, through McCann Erickson, has involved the creation of a fake company called ComputerTan (, which purports to offer top-up tans from office desks. By taking up the "free session" offer, users can turn their computer screen into a fake set of UV bulbs. Joking aside, the website also includes shocking images and facts about skin cancer.

A 20-second "infomercial" film is running on CBS Outdoor's digital network to promote the website in addition to print and leafleting to drive awareness. The charity is hoping to attract more than one million hits to the website over the two-week course of the campaign.

Project: Waitrose Valentine's Day
Client: Gillian Connor, marketing manager, advertising, Waitrose
Brief: Promote the Valentine's weekend offers at Waitrose
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Nick Sheppard
Art director: Tom Webber
Planner: Matt Wyatt
Media agency: Manning Gottlieb OMD
Media planner: Faye McDowall
Photographer: Richard Jung
Retouching: In-house
Exposure: Press, online


Love is in the air, and Waitrose is taking full advantage of the looming couple-fest with a print campaign promoting its range of Valentine's Day offers.

The ads, which each communicate that Waitrose has "everything you need for a romantic Valentine's weekend", feature bearnaise butter on a steak, icing sugar on a souffle, smoked salmon on scrambled egg and the bubbles in a Champagne glass all forming a heart shape.

As well as appearing in national press and online, the ads will feature as a coverwrap around Metro on Friday 13 February.

Project: Weekends are back
Client: Steve Seddon, ad manager, Virgin Trains
Brief: Announce Virgin Trains weekend travel is back
Creative agencies: Miles Calcraft Briginshaw Duffy, Elvis
Writer: Jason Cascarina
Art director: Clare D'Andrea
Planner: Mary Tucker
Media agency: Manning Gottlieb OMD
Designer: Jason Garfield
Exposure: Online, supersize site (


Virgin Trains is promoting improvements to its weekend services with a digital campaign created by Miles Calcraft Briginshaw Duffy and Elvis. To highlight that its trains run faster and more frequently, the interactive banner has a train-set for users to play with, accompanied by the text: "More trains, faster trains, play with us this weekend."

Trains can be added to the track, the points can be changed and consumers can speed up the trains as they move around the track.

Project: Blighty
Client: Sara Holt, factual marketing manager, UKTV
Brief: Introduce a factual channel on UKTV, Blighty
Creative agency: Watermill
Writers: Watermill, John O'Farrell
Art director: Watermill
Planner: Watermill
Media agency: Rocket
Media planner: Dino Myers-Lamptey
Photography Bertie Miller
Exposure: Press, online, TV


UKTV is introducing a factual channel, Blighty (formerly UKTV People), which will host British documentary programming aimed at couples in their thirties and forties, and promoting the launch with a print campaign.

The ads, created by Watermill, seek to celebrate the nation's dry sense of humour and multicultural make-up.One execution, called "Blighty family tree", traces the history of Britain's traditions, cults and fashions, while a second, "the mixer", sees British cultural icons crammed into a food processor.

The print campaign runs alongside a series of TV idents, produced by Red Bee Media, and a digital campaign, by Delete, which features an interactive quiz.

Project: Go find it
Client: Maureen Graham, marketing communications manager, Ford of Europe
Brief: Create a cheeky and original positioning, which invites consumers
to look deeper at the Ford Ka
Creative agency: Ogilvy
Writer: Jason Mendes
Art director: Andrew Wyton
Planner: Stephen Wallace
Media agency: Mindshare
Media planners: Vanessa de Magalhaes, Marcus Morris
Exposure: UK national press, out-of-home sites


Ford is backing the launch of its new Ka with a campaign that attempts to push the cheeky and mischievous nature of the brand.

Ogilvy has created a UK print and outdoor campaign, which features hidden Kas incorporated into landscapes to make consumers look deeper to find the cars. The aim is to encourage consumers to become more actively involved with the brand by using the line: "Go find it."

Print and outdoor activity is supported online. Ads feature the web address, which leads to a website that is designed to build on the experience.

Project: Natural seafood
Client: Mark Ventress, category director, Young's Seafood
Brief: Promote Young's "Natural" range under the "love fish" proposition
Creative agency: DCH
Writer: Ian Cawley
Art director: Jez Watson
Planner: Rory Teeling
Media agency: BLM
Media planner: Janine Green
Production company: 2AM
Director: Helen Dowling
Exposure: TV


Matt Dawson, the former England rugby player and Celebrity MasterChef winner, is fronting a TV campaign for Young's Seafood, promoting its "cook from frozen" salmon fillets.

The ad, created by DCH, shows Dawson in the kitchen preparing a dish of oven-baked salmon with rosemary, lemon and garlic. The ad seeks to demonstrate how easy it is to prepare an impressive culinary creation using its "Natural" range of frozen seafood.

The ad concludes with Dawson plating up his creation, along with the strapline "love fish". But unfortunately, Gregg Wallace and John Torode are nowhere to be seen.

Project: Opera shorts
Clients: Gabby Bennett, head of consumer PR; Christian Cull, director of
customer communications, Sky
Brief: Promote Sky Arts' sponsorship of English National Opera and
target a 55-year-old-plus audience
Creative agency: Cake
Creative director: Mark Whelan
Production companies: Westpark Pictures (Herzog), Blink (Wilson),
Gainsbury & Whiting (Taylor-Wood)
Directors: Werner Herzog, Dougal Wilson, Sam Taylor-Wood
Editors: Joe Bini (Herzog), Amanda James (Wilson)
Post-production: Prime Focus World
Audio Post-production: Floating Earth
Exposure: National TV, online


In a bid to promote Sky Arts' sponsorship of the English National Opera, Cake has enlisted three directors to create a unique film of an operatic aria, which will air on the Sky Arts channel throughout February.

In Dougal Wilson's piece, Largo Al Factotum from The Barber Of Seville is dramatised in a black-and-white caper, in which a barber shop assistant is attacked by a giant hair monster.

The famous O Soave Fanciulla song from La Boheme is sung over images of African tribespeople in Werner Herzog's version of the Puccini opera.

Meanwhile, Sam Taylor-Wood's take on Pagliacci sees a man dressed in a white clown suit delivering the aria Vesti La Giubba.