The Work: New Campaigns - UK

Project: Young orators
Client: Ruairi Curran, marketing manager, BBC2 and Knowledge
Brief: Communicate to audiences the power of great oratory, promoting
both The Lost Art Of Oratory and the forthcoming series The Speaker on
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Writer: Mike Boles
Art director: Jerry Hollens
Planner: Megan Thompson
Media agency: In-house
Media planner: Emma Couch
Production company: Red Bee Media
Director: Steve Reeves
Editor: Ted Guard, The Quarry
Post-production: Glassworks
Audio Post-production: Parv Thind, Wave
Exposure: TV, radio


Children mime the former president John F Kennedy's "Ask not what you can do for your country ..." speech in an ad promoting BBC2 programmes on the art of public speaking.

The Rainey Kelly Campbell Roalfe/Y&R ad supports The Speaker, a factual entertainment show on BBC2 in which 14- to 18-year-olds from across the UK compete in front of a celebrity panel to become crowned Britain's Best Young Public Speaker.

The TV spot shows children in stark urban landscapes mouthing the words as JFK recites his inaugural address.

The campaign also promotes The Lost Art Of Oratory, a documentary fronted by Alan Yentob that takes an irreverent look at the art and history of political speech.

Both series aim to capitalise on the renewed interest in oratory that has been sparked by President Barack Obama's skill as a speaker.

Project: Directory heaven
Client: Helen Stevenson, chief marketing officer, Yell
Brief: Promote the phone service to a wider audience as the brand looks
to expand its user base
Creative agency: Rapier
Writer: Jonathan Bradley
Art director: Kevin Bratley
Planner: Max Wright
Media agency: PHD
Media planner: Jo Williams
Production company: Tomboy
Director: Jonti Pickering
Post-production: Framestore CFC
Audio Post-production: Aaron Reynolds, Wave
Exposure: National TV


Yell has launched the first TV campaign to promote its 118 24 7 business directory service.

The colourful animated spot, by Rapier, is inspired and executed by the cult internet animator Jonti Pickering. It depicts 118 24 7 as "directory heaven", a place where problems are solved every hour of every day.

The animation features different characters in situations where they need to use the service, and is accompanied by a jaunty jingle.

The campaign will feature 30- and ten-second executions, which will be supported by radio and online.

Project: Business class
Clients: Maria Sebastian, vice-president, sales and marketing, EMEA;
Jonathan Pierce, European marketing manager, American Airlines
Brief: Communicate American Airlines' business class offering by
highlighting the product and service benefits. Showcase AA as the choice
airline for the discerning flyer
Creative agency: McCann Erickson
Writer: Jerry Gallaher
Art director: Clive Yaxley
Planner: David Clements
Media agency: Universal McCann
Production company: Partizan
Director: Michel Gondry
Exposure: TV


Kevin Spacey stars in the new TV campaign for American Airlines, shot by the award-winning director Michel Gondry. The 40-second spot by McCann Erickson shows the film actor on a quest to find the best seat possible.

After trying seats at the theatre, a library and a New York basketball game, Spacey eventually finds the seat for him in business class on an American Airlines flight.

The 20-second spots show the actor enjoying the benefits of the lie-flat bed in the business class cabin and the efficiency and ease of the check-in and JFK lounge. Central to the campaign is the US actor's transatlantic lifestyle.

Project: Deathbed
Client: Rosemary Gillespie, chief executive, Roy Castle Lung Cancer
Brief: Raise awareness of the direct link between smoking and
Creative agency: CHI & Partners
Writer: Ed Edwards
Art director: Dave Masterman
Planner: Sarah Clark
Media agency: n/a
Designer: Kylie McLean
Exposure: Outdoor


CHI & Partners uses the stark image of an empty hospital bed to highlight the dangers of smoking in a print campaign for the Roy Castle Lung Cancer Foundation.

In the ad, entitled "deathbed", the bed has pristine white sheets and a dark yellow cover to resemble a filter-tipped cigarette.

There is no wording in the ad to accompany the chilling image, apart from the charity logo.

The poster is running on sites across London.

Project: The colleague promise
Clients: Katherine Paterson, director of brand communications; Sam
Morgan, head of national advertising, Asda
Brief: Allow the colleagues who work and shop at Asda to demonstrate the
Asda promise to save customers money every day
Creative agency: Fallon
Writer: Phil Cockrell
Art director: Graham Storey
Planner: Mark Sinnock
Media agency: Carat
Media planner: Helen Curtin
Production company: RSA
Director: Greg Fay
Editor: Dan Sherwood
Post-production: Final Cut
Exposure: TV


Asda returns to its "pocket tap" TV work in a new campaign to appeal to recession-hit customers.

The ad, by Fallon, promotes the supermarket's range of £1 products and is a move away from its most recent campaigns involving celebrities such as Julie Walters.

The ad features real Asda employees talking about special offers, value for money and the service they provide. The end of the ad sees the return of the famous Asda "pocket tap".

The ad was shot in Asda stores in Milton Keynes, Manchester, Wakefield and Watford.

Project: Bullying can kill
Client: Sherry Adhami, head of communications, Beatbullying
Brief: Raise awareness and educate consumers about the CyberMentors
programme while also creating a platform that puts CyberMentors and the
issues around cyber-bullying on the news agenda
Creative agency: M&C Saatchi
Writer: Orlando Warner
Art director: Graham Fink
Planners: Howard Miller, Sadie Clark
Media agency: Walker Media
Photographer: Jonathan Muddell
Exposure: Outdoor


Beatbullying, the bullying prevention charity, is demonstrating the harsh consequences of bullying in a powerful new print campaign.

M&C Saatchi has created three executions for the charity, which show people committing suicide because they have been bullied.

In one ad, a person is shown slitting their wrists, with insulting words taking the place of blood.

In another, words are formed to depict a noose from which a person who has suffered from bullying is hanging.

The executions carry the message that if you are being bullied, then help and support is provided from Beatbullying's website.

Project: Silence
Client: Ann Chalmers, chief executive, The Child Bereavement Charity
Brief: Use the tactical opportunity of Mother's Day to raise awareness
of what The Child Bereavement Charity does and to attract people to its
Creative agency: Bartle Bogle Hegarty
Writer: Claudia Southgate
Art director: Verity Fenner
Planner: n/s
Media agency: n/a
Photographer: Julian Germain
Exposure: Print


The Child Bereavement Charity uses poignant imagery in its latest print campaign to raise awareness of what it is like for parents to live with the effects of the death of a child.

Bartle Bogle Hegarty's print ad focuses on the painful silences left behind when a child dies. It features images of well-worn and much-loved children's toys lying unused.

Among the images are a skipping rope, a teddy bear and a set of drums. All are left sitting unused in different parts of the home.

The print work is set to be followed by a TV and cinema ad.

Project: Homebase spring campaign
Client: Harvey Bennett, head of marketing, Homebase
Brief: Publicise Homebase's special offers
Creative agency: Leo Burnett
Writer: Richard Ince
Art director: Edward Tillbrook
Planner: Richard Cordiner
Media agency: Mindshare
Media planner: Simon Lonsdale
Production company: Academy Films
Director: Conkerco
Editor: Sam Rice-Edwards
Exposure: National TV


Homebase is claiming that its special offers mean consumers can make anywhere a home this spring.

In a 30-second TV ad, created by Leo Burnett, a group of people use items on sale at the hardware store to turn an unsightly shipping dock into a cosy front room.

Wallpaper is added to the side of a giant crate, while stylish wooden flooring is installed on the dock floor.

A voiceover, accompanied by a catchy soundtrack, explains that: "You can make anywhere a home for less. Just add Homebase."

Project: Spring fashion campaign
Client: Miranda Goodenough, head of direct marketing, John Lewis
Brief: Produce a direct marketing campaign to inspire people to go and
see the new spring fashion collection at their local John Lewis, and to
book an appointment with an in-store fashion advisor
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Jim Dye
Art director: Roxie Messenger
Planner: David Yates
Designer: Mary-Rose Agius
Exposure: Direct mail


John Lewis is promoting its spring fashion range with a direct mail pack created by Kitcatt Nohr Alexander Shaw and featuring the model Karen Elson.

The mailout suggests that by purchasing just one new piece of clothing, consumers can give themselves a whole new look.

The pack features a selection of images from John Lewis' new range, and also offers recipients the chance to redeem a complimentary Lancome gift bag when they spend £70 or more on fashion items.

It also contains details of how to book an appointment with a John Lewis in-store fashion advisor, who can offer customers free advice on all the latest looks.

Project: Beauty
Client: Linda Seaward, head of marketing and publishing, The Alzheimer's
Brief: Make dementia relevant to all and raise awareness of the reality
of the condition
Creative agency: Red Bee Media
Writers/art directors: Chris Balmond, Alison King
Planner: John Jones
Production company: Red Bee Media
Director: Chris Balmond
Editor: Amanda James
Exposure: National TV


The Alzheimer's Society uses shock tactics in its first-ever TV ad campaign to promote the charity.

The spot, by Red Bee Media, begins in the style of a traditional beauty ad. A voiceover highlights the amount of time and money people spend worrying about ageing effects, such as wrinkles, as they get older.

After this, the narrator moves on to the relative lack of consideration given to the implications of ageing on the inside, and the destructive effect of Alzheimer's.

All the resources put into making the ad were donated free to the charity, as is the airtime it will be getting, which is being donated by several channels.

Project: Experience matters
Client: Claire Turnbull, senior brand manager, Schweppes
Brief: Emphasise how a typical Schweppes buyer will recognise the value
of how experience matters in life and how that ties into this
long-established brand
Creative agency: Mother
Writer/art director: Mother
Planner: Mother
Media agency: Vizeum
Media planner: Chris Stephenson
Illustrator: David Hopkins
Exposure: Press, outdoor


Schweppes' latest press and outdoor campaign, created by Mother, draws viewers' attention by using cartoons that satirise the recession. The strapline "experience matters" and the logo that bears the words "since 1793" subtly suggest that this is a brand whose experience means its regular customers know they can always rely on it to provide what they expect.

One execution shows Gordon Brown and other world leaders being fired by Sir Alan Sugar and his Apprentice advisors during the G20 London Summit.

Another shows city bankers desperately clinging on to melting blocks of ice as their briefcases, stuffed with cash, sink into the sea. This image is accompanied with the caption: "The global meltdown continues."


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