The Work: New Campaigns - UK

ROBINSONS - BE NATURAL
CREDITS
Project: Be Natural
Clients: Cameron Davidson, brand controller; Geraldine Phillips, senior
brand manager, Robinsons
Brief: Launch the new Robinsons Be Natural squash, which is made from
naturally sourced ingredients
Creative agency: Bartle Bogle Hegarty
Writer: Matt Waller
Art director: Dave Monk
Media agency: Mindshare
Media planner: n/s
Production company: Rattling Stick
Director: Andy McLeod
Editor: Andy McGraw, Cut & Run
Post-production: Jim Allen, Big Buoy
Audio Post-production: Parv Thind, Wave Studios
Exposure: National TV

THE LOWDOWN

A small bird is the star of a new campaign, created by Bartle Bogle Hegarty, for Robinsons' Be Natural range.

The 40-second spot opens on the bird as he flies into his tree-top house. When he enters the nest, which resembles a modern home, complete with Ikea-esque home furnishings, the bird goes about his everyday business tidying up and watching TV.

Every detail of his home, from the pigeon-hosted TV programme and Tweat magazine, down to the "hello" (rather than cuckoo) clock, is ornithologically orientated.

The spot ends with the bird tweeting the strapline: "Squash made from naturally sourced ingredients."

TWININGS - TWININGS TEAS RELAUNCH - DISCOVER THE ART OF TEA
CREDITS
Project: Twinings teas relaunch - discover the art of tea
Clients: Nigel Nelms, marketing director; Heather Hartridge, head of
brand, Twinings
Brief: Relaunch Twinings teas
Creative agency: Abbott Mead Vickers BBDO
Writer: Charlotte Horton
Art director: Bonnie Doman
Planner: Emily Harlock
Media agency: ZenithOptimedia
Media planner: Matt Thomas
Production company: Spank
Directors: Ian Cross, Stuart Hilton
Editor: n/s
Post-production: Absolute
Audio Post-production: 750mph
Exposure: National TV

THE LOWDOWN

For its first work for Twinings, Abbott Mead Vickers BBDO has called in the artistic talents of Ilana Yahav, who generally works in sand.

By pouring the sand on a light box and shooting from above her head, she uses her hands to create beautiful images. However, in the ads, instead of sand, she uses tea leaves.

The campaign consists of two ads, one for Twinings' Lady Grey Tea and one for its English Breakfast Tea variant. In the first ad, Yahav creates images of oranges and lemons in a tree, which she then transforms into a pair of doves.

CHANNEL 4 - BRITAIN'S FORGOTTEN CHILDREN
CREDITS
Project: Britain's Forgotten Children
Client: Channel 4
Brief: Encourage attitudinal change among viewers
Creative agency: 4Creative
Writer: Joseph Ernst
Art director: Joseph Ernst
Planner: n/a
Media agency: n/a
Media planner: n/a
Production company: n/s
Director: Brett Foraker
Editor: Paul Watts
Post-production: The Mill
Exposure: Channel 4

THE LOWDOWN

Children are swallowed up by the ground in a new spot by 4Creative.

Directed by Brett Foraker, the trailer promotes Britain's Forgotten Children, a week-long series on Channel 4 aimed at highlighting the issues faced by children living in the care system in the UK today.

The 90-second spot sees a number of children going about their daily lives before being swallowed up by the ground - a metaphor for their disappearance into the care system.

UKTV - REBRANDING OF UKTV STYLE AS HOME
CREDITS
Project: Rebranding of UKTV Style as Home
Clients: David Abraham, chief executive; Matthew Littleford, channel
controller, UKTV
Brief: Create a new brand identity for Home, formerly UKTV Style
Creative agency: Red Bee Media
Writer: Amanda Kirke
Art director: Lee Healy
Planner: Alanna Clear
Production company: Red Bee Media
Director: Matt Rhodes
Exposure: UKTV, print, outdoor

THE LOWDOWN

UKTV Style is rebranding as Home and Red Bee Media has created a print and TV campaign to promote the change.

The campaign, which spans idents, print and outdoor work, carries the strapline "Home: there's no place like it" in a bid to position the channel as the destination for people looking for ideas and inspiration for their home and garden.

Featuring different types of home from a family house to an urban flat, the idents reveal that every item in these spaces has a history all of its own.

Meanwhile, print work uses visual metaphors such as a falling shelf or muddy wellies to promote its programmes, including DIY SOS and Escape To The Country.

COBRA BEER - IBANTER
CREDITS
Project: iBanter
Clients: Adam Barriball, communications manager; Will Ghali, marketing
director, Cobra Beer
Brief: Highlight that Cobra has moved out from the Indian restaurant and
into pubs, bars and home - the places where you socialise with your
mates
Creative agency: Poke
Writers: Sanderson Jones, Mark Restuccia, Dave Gibson, Matt Blaize, Joe
Bor, Ian Smith, Kent Valentine, Simon Fielder, David Longley, Matt
Tiller
Art directors: Simon Waterfall, Dom Baker
Planner: John Bright
Media agency: Manning Gottlieb OMD
Exposure: iPhone app

THE LOWDOWN

Cobra is turning iPhone users into stand-up comedians with a new iPhone application created by Poke.

The iBanter application features 200 jokes from a number of the UK's top stand-up comics - told by the comedians themselves.

Each joke takes the form of a video clip of the mouth of the comedian delivering the joke, which users can then hold up to their face.

The jokes will be released on a weekly basis in "joke packs" throughout April and May.

WWF INTERNATIONAL - HAPPY
CREDITS
Project: Happy
Client: Martin Atkin, director of external and media relations, WWF
International
Brief: Create a short film to demonstrate that while other organisations
focus on single issues, WWF understands how everything is connected:
from species, to natural resources to mankind
Creative agency: Ogilvy Advertising
Writer: Sue Higgs
Art director: Andy Bird
Planner: Nicolette Robinson
Media agency: n/s
Exposure: TV, print, poster, mobile download

THE LOWDOWN

WWF has launched an animated viral film for mobiles to illustrate how everything on the planet is connected, from pandas to people.

The viral, by Ogilvy Advertising, is in the style of children's animation and shows how the future of a little panda is linked not only to his immediate environment, but also the world around him and ultimately to human governments and corporations.

This film is available as a mobile download from Nokia and online at YouTube and green.tv.

LOVE FOOD HATE WASTE - FOOD LOVERS
CREDITS
Project: Food lovers
Client: Bronwen Jameson, campaign manager, Love Food Hate Waste
Brief: n/s
Creative agency: Archibald Ingall Stretton
Writer: Kristian Foy
Art directors: Mark Hanson, Geoff Gower
Planner: Julie Lagan
Media agency: Mediaedge:cia
Media planner: Natalie Carroll
Exposure: Radio, press, outdoor, online

THE LOWDOWN

People who closely resemble their favourite foods are the subject of a new campaign to reduce food wastage from the Waste & Resources Action Programme.

The campaign, by Archibald Ingall Stretton, includes an image of a curly haired man who loves eating lamb looking uncannily like the object of his affections. Another execution shows a potato-lover whose bald head looks remarkably spud-like.

Advice on how people should love food more and reduce waste appears alongside the images.

The campaign includes press, radio, outdoor and online ads.

TIMBERLAND - SPRING TACTICAL
CREDITS
Project: Spring tactical
Client: Louise Barnes, European marketing director, Timberland
Brief: Promote the rugged characteristics of the Timberland product in a
time of economic uncertainty
Creative agency: Leagas Delaney
Writers: Matthew Moreland, Ben Stilitz
Art directors: Chris Clarke, Adrian Britteon, Colin Booth
Planner: Margaret Johnson
Media agency: Vizeum
Media planner: Alisa Hutchinson
Photographer: John Ross
Retouching: company Loupe Imaging
Exposure: Press, digital outdoor

THE LOWDOWN

Leagas Delaney's latest press campaign for Timberland takes a swipe at the current banking crisis.

Featuring a durable pair of Timberland shoes against a black background, the white copy reads "We build things to last. Maybe we should start a bank" in one of the three executions.

The campaign focuses on the durability and long-lasting nature of Timberland's products in economically uncertain times. Another print execution reads: "One American institution that won't fall apart."

The three executions will run at Oxford Circus station and Westfield shopping centre on digital panels, and in the press.

COMPARETHEMARKET.COM - SERGEI
CREDITS
Project: Sergei
Client: Comparethemarket.com
Brief: Continue to clear up the confusion between comparethemarket.com
and comparethemeerkat.com
Creative agency: VCCP
Writers/art directors: Matt Lloyd, Rich Connell, Clem Woodward
Planner: George Everett
Media agency: Zed Media
Media planner: Paul Constantine
Production company: Passion Pictures
Director: Darren Walsh
Post-production: Passion Pictures
Exposure: TV, radio, online
Account Manager: Patrick Flynn

THE LOWDOWN

Aleksandr Orlov, everyone's favourite meerkat, is back in a new ad - and this time he has his friend Sergei with him. In Orlov's own words: "Sergei is very old. It is difficult to date him exactly, but I estimate him no less than 77." He is also the head of IT at comparethemeerkat.com (as well as the maker of Orlov's tea).

The spot begins with Orlov introducing the IT department as Sergei diligently works away. As he bemoans the fact that people keep overloading his server with requests for car insurance, he introduces a new "computermabob" (server), which flashes into life, shocking Sergei in the process.

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