The Work: New Campaigns - UK

ORANGE - TEASER FOR GOLD SPOT
CREDITS
Project: Teaser for Orange's Gold Spot cinema advertising
Client: Orange Brief Extend cinema advertising into digital
Creative agency: Poke
Writer: David Cadji-Newby
Art director: Julie Barnes
Design director: Alistair Kirkpatrick
Designer: Vasco Alves
Flash developers: Caroline Butterworth, Derek McKenna
Production company: Biscuit TV
Exposure: Viral

THE LOWDOWN

The first Gold Spot for Orange since Fallon scooped the account from Mother is on the horizon. To build excitement about its launch, Poke has developed a teaser viral.

The film, which is being seeded online this week, features the famous film executives from the Gold Spots, Mr Dresden and Elliott, talking about their vision for a different type of film studio.

But rather than the actors being the focus of their vision, at the Orange studios only one hero matters: the mobile phone.

Fallon's first Gold Spot will launch in cinemas from 27 March, but you can view the ad the day before at www.campaignlive.co.uk.

BARCLAYS - TAKE ONE SMALL STEP
CREDITS
Project: Take one small step
Client: UK Retail Bank Marketing
Brief: Show how Barclays is in its customers' corner
Creative agency: Bartle Bogle Hegarty
Writer: Bill Hartley
Art director: Giles Hepworth
Planner: Debra Stephens
Media agency: Walker Media
Media planner: Nicki Hare
Production company: Blink
Director: Lynn Fox
Editor: Suzy Davies, Final Cut
Post-production: The Mill
Exposure: National TV

THE LOWDOWN

Barclays is highlighting how consumers can "take one small step" towards improving their financial situation by switching to its banking services. The campaign, by Bartle Bogle Hegarty, aims to show how Barclays allows its consumers to have greater control over their finances.

The first of two executions, "musical safes", uses the metaphor of a guessing game where the viewer has to decipher which of three safes its money is in to illustrate how difficult it can be to keep track of your finances.

The second ad, "see saw", promotes Barclays' free CreditFocus service, which enables small businesses to check suppliers' creditworthiness. The ad sees a man chasing gold bullion across an undulating floor.

O2 - O2 TOP-UP SURPRISES QUACKY RACES GAME
CREDITS
Project: O2 Top-up Surprises Quacky Races game
Client: O2
Brief: Create digital engagement for Top-up Surprises
Creative agency: Agency Republic
Writer: Agency Republic
Art director: Agency Republic
Planner: Agency Republic
Designer: Agency Republic
Exposure: Online

THE LOWDOWN

O2 is racing rubber ducks in a virtual race to support the 02 Top-up Surprises campaign created by VCCP.

The "virtual race", created by Agency Republic, lives at www.quackyraces.com, where users can choose from a selection of five ducks. Each duck requires different amounts of love, sleep and food to be able to compete in the race, and users can decide what the optimum level of care is to make their duck travel the fastest.

The race then takes place on the site and the person with the fastest duck will win two round-the-world tickets and spending money.

NIKE - NIKE+ MEN VS WOMEN
CREDITS
Project: Nike+ men vs women
Client: Nike
Brief: n/s
Creative agency: AKQA
Writer: Paul Anglin
Art director: Davor Krvavac
Planner: n/s
Media agency: Mindshare
Designer: Nick Bastian
Exposure: TV, online

THE LOWDOWN

AKQA is using the data it has captured on its Nike+ website to help support a new TV spot for Nike, "men vs women", developed by 72 and Sunny.

Launched in 2006, Nike+ allows Nike+ running shoes to transmit data wirelessly to an iPod Information on time, distance, pace and calories burned during a run which can then be stored on www.nikeplus.com.

The site is now pitting men against women, challenging them to beat one another by using this data to see which group is performing best.

The champion will be determined by winning two of the three categories: total kilometres, average kilometres per runner and the most kilometres run by an individual in a 24-hour period.

TRANSPORT FOR LONDON - TRANSPORT FOR LONDON TEENS
CREDITS
Project: Transport for London teens
Client: Transport for London
Brief: Encourage teenagers to pay attention on the road
Creative agency: M&C Saatchi
Writer: Roger Holdsworth (radio)
Art directors: Joe Miller, Tristan Cornelius
Planner: Cressida O'Shea
Media agency: Mediaedge:cia
Media planner: Dan Friel
Photographer: Alistair Thain
Exposure: Print, radio, online

THE LOWDOWN

Transport for London is launching a road safety campaign to encourage 13- to 15-year-olds to pay attention on the roads.

The print, online and radio activity, created by M&C Saatchi, uses the line "look out for your mates" and attempts to get teenagers to reconsider the idea that they are invincible when crossing the road.

Built around the insight that the most important thing to teenagers is their friends, the print activity shows teenagers who appear to be leaning against a wall but are actually lying dead on a road following an accident.

Radio activity develops this idea by taking the form of a eulogy read by a dead teenager's friend at a funeral.

FOOTBALL ASSOCIATION - RESPECT CAMPAIGN
CREDITS
Project: Respect campaign
Client: Bev Ward, marketing manager, Football Association
Brief: Promote the FA's Respect programme
Creative agency: Contentment
Writer/art director: Theo Delaney
Production company: Contentment Worldwide
Director: Theo Delaney
Editor: Simon Hargood, The Quarry
Post-production: Rushes
Audio Post-production: Wave
Exposure: Online, on-screen at Wembley Stadium

THE LOWDOWN

The Football Association is launching the next stage of its Respect programme with a 90-second film featuring the actor Ray Winstone.

Created by the branded entertainment specialist Contentment Worldwide, the spot features Winstone playing two roles: that of a demented soccer dad giving relentless abuse to a referee and to his own ten-year-old son for making mistakes, and then as a cool alter-ego, who warns that this type of behaviour will lead to the destruction of football.

The film will run online and is available at the official FA site (www.thefa.com). An extended two-minute version will be screened at Wembley Stadium on 28 March at the England vs Slovakia game.

JORDANS - JORDANS COUNTRY CRISP 'INSIDE THE BOX'
CREDITS
Project: Jordans Country Crisp "inside the box"
Client: Jordans Cereals
Brief: Increase penetration of Country Crisp using Jordans' unique taste
and care credentials
Creative agency: VCCP
Writer: Ken Taylor
Art director: Gavin MacDonald
Planners: Dale Gall, Dan Izbciki
Media agency: ZenithOptimedia
Media planner: Lucy Mullan
Production company: Not to Scale Exposure National TV

THE LOWDOWN

Jordans, the cereal company, is supporting its Jordans Country Crisp brand with its first major campaign in four years.

Created by VCCP, the TV activity highlights the care that goes into every box of cereal produced by Jordans by using the line: "We think inside the box."

Voiced by Bill Oddie, the 30-second spot uses animation to demonstrate that the Jordans family uses the best oats from farmers it trusts.

The ad ends with the line: "You can taste we care."

SONY ERICSSON - UK C510 LAUNCH
CREDITS
Project: UK C510 launch
Client: Natasha Blest, marketing manager, Sony Ericsson
Brief: Drive awareness and sales of the C510
Creative agency: Iris
Writer: Pete Liffen
Art director: Neil Mathews
Planners: Paul Gage, Ben Essen
Media agency: Mediaedge:cia
Media planner: Amy Parker
Designers: James Butterworth, Aaron Hone
Exposure: Online, viral, in-store, outdoor, press

THE LOWDOWN

Sony Ericsson and 3 are collaborating on a campaign to drive awareness of the new C510 Cyber-Shot handset.

The work, through Iris, centres on a competition on Facebook, which invites users to become a friend of a character called Eric and offers them the chance to win activities featured in his updates, such as bungee-jumping and skydiving.

Sony Ericsson's Facebook presence is supported by a six-week promotional drive using press ads, in-store and online advertising.

EDGE - EDGE
CREDITS
Project: Edge
Client: David Lane, marketing and communications director, Edge
Brief: Create a revolution in education
Creative agency: Miles Calcraft Briginshaw Duffy
Writer: Richard Stoney
Art director: Dave Hobbs
Planner: Sharon Powell
Media agency: PHD
Media planner: Becca Bunbury
Illustrator: Dragon76
Illustrator's agency: Dutch Uncle
Exposure: National press, online

THE LOWDOWN

Edge, the independent education foundation, is trying to start a revolution in the education system with a print campaign created by Miles Calcraft Briginshaw Duffy.

The ads each feature an illustrative image of a teenager holding a placard explaining how the current education system has failed them in a bid to raise the status of practical and vocational learning.

Statements such as "I want to be in new media. So you can't just teach me in the same old way" aim to show that the system is failing children by teaching and judging them on the same criteria, despite their individual skills and aspirations.

Each execution drives the viewer to the Edge website, www.edge.co.uk/revolutions, where they can find out how to get involved in changing the system.

NICOTINELL - HAVE A JOKE, NOT A SMOKE
CREDITS
Project: Have a joke, not a smoke
Client: Pavan Chandra, brand manager, Nicotinell
Brief: Raise and reinforce the brand's position of craving life, not
cigarettes, in an amusing way
Creative agency: Euro RSCG London
Writers/art directors: Dan Kenny, Adam Johnson
Planner: David Kennedy-Cosgrove
Photographer: Justin Bee
Exposure: Cigarette bins in central London

THE LOWDOWN

Nicotinell is encouraging smokers to "have a joke, not a smoke" in a new experiential campaign.

The executions, created by Euro RSCG London, launched on National No Smoking Day and target smokers where they are most likely to light up.

Each of the ads, which are plastered over cigarette bins, carries a joke such as "My son's started sleeping in a compost bin ... I hope he'll grow out of it" in a bid to encourage smokers to stop and have a joke, rather than a cigarette.

ROYAL MAIL - THE POWER OF TOUCH
CREDITS
Project: The power of touch
Client: Royal Mail
Brief: Support the launch of www.mmc.co.uk as well as drive website
visits and registrations
Creative agency: Proximity London
Writer: Andy Hepburn
Art director: Jason Fletcher
Planners: Adrian Hoole, Emma Hargreaves
Designer: Jason Fletcher
Exposure: Direct mail to 35,000 top advertisers and their agencies

THE LOWDOWN

Royal Mail has launched www.mmc.co.uk, an online resource for marketers, and is promoting the site through a direct marketing campaign.

The mail media centre provides information to marketers about how to make the most of direct mail in their integrated marketing campaigns.

The pack promoting this resource plays on current economic and weather conditions using the line "It's cold out there", as well as a heat-sensitive pack to promote "the power of touch".

The pack is made from a heat-reactive material to demonstrate mail's unique sensory features, which allow recipients to touch and feel marketing messages.

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