The Work: New Campaigns - UK

Project: Lucozade Sport - evolution
Client: Chris Rodi, group brand manager, Lucozade
Brief: Portray Lucozade Sport as pushing sporting performance forward
with innovation
Creative agency: M&C Saatchi
Writers: Joe Miller, Tristan Cornelius
Art directors: Joe Miller, Tristan Cornelius
Planner: Anna Donaghey
Media agency: MediaCom
Media planner: Barry Ferguson
Production company: Supply & Demand (LA)
Director: Tony Kaye
Post-production: Rushes
Audio Post-production: Jon Kelly
Exposure: National TV, online, press


Tony Kaye has directed a new, high-octane TV spot for Lucozade, promoting the evolution of both the brand and sporting events over time.

The ad, created by M&C Saatchi, opens on shots of Tour de France cyclists as they reach the finish line. Using composite shots from different eras, the viewer sees championship cyclists from past years to the present day racing against one another.

The action then cuts to images of famous football matches, followed by the achievements of various renowned sprinters.

The footage of each sporting activity is interspaced with shots of the changing shape and style of the Lucozade bottle.

A voiceover explaining "we are always evolving" concludes the ad.

Project: E.ON family cup final
Clients: Phil Boas, head of sponsorship and events; Catherine Woolfe,
head of advertising and brand strategy, E.ON
Brief: Celebrate E.ON's family football campaign at the FA Cup final and
create one last push to
Creative agency: TBWA\London
Writer: Gabriel Miller
Art director: Marcello Bernardi
Planner: Indy Saha
Media agency: MediaCom
Media planner: Victoria Sangstar
Exposure: Press, DM, matchday programmes, e-mail, online


The FA Cup final is nearing and E.ON is highlighting its sponsorship of the event with an integrated print and digital campaign.

Created by TBWA\London, the campaign utilises augmented reality, a technology that uses a computer's webcam and a handheld symbol to superimpose a virtual image. A print campaign, featuring the symbol needed to activate the technology, will drive consumers to the website,, where they can hold a virtual FA Cup by placing the symbol in front of the webcam. Users will also be able to superimpose a backdrop of Wembley Stadium behind them and film themselves holding the cup, while the commentator, Clive Tyldesley, enthuses about the winning team.

Project: Chip art
Client: Andrew Slamin, marketing director, Kettle Foods
Brief: Assert Kettle Chips' position as the ultimate crisp
Creative agency: Isobel
Writer: David Alexander
Art director: Rob Fletcher
Planner: Steve Hastings
Media agency: Frontline
Media planner: Paul Prince
Production company: Thing1
Director: Daniel Cohen
Exposure: National TV


Isobel is utilising stop-frame animation in its new TV spot for Kettle Chips.

The ad uses animated Kettle Chips to illustrate the descriptions in the voiceover. As the narrator explains how the chips are hand-cooked, the cluster of crisps come together to form the shape of a frying pan.

When the voiceover goes on to extol the virtues of its natural flavourings, such as cheddar and chilli, the chips form the shape of a chilli tree.

The spot ends with the strapline: "We think simple is better."

Project: Telegraph
Client: Steve McLaughlin, newspaper sales director, Telegraph Media
Brief: Celebrate The Daily Telegraph's unique broadsheet format and its
ambition to give its readers a bigger and broader point of view
Creative agency: Adam & Eve
Writers: Ben Tollett, Emer Stamp
Art directors: Ben Tollett, Emer Stamp
Planner: David Golding
Media agency: Carat
Media planner: Helen Curtin
Exposure: Cross-track posters, London, the South-East, London

Underground THE LOWDOWN

The Daily Telegraph is highlighting the humble beginnings of some of the world's biggest brands, artists, musicians and companies in a print campaign that introduces the new strapline: "It pays to think big."

Created by Adam & Eve, and written and art directed by Ben Tollett and Emer Stamp, the campaign features four executions, the first of which highlights the parentage of John Lennon, Andy Warhol and Bill Clinton.

Under their images reads the text "son of a ship's steward", "son of a coal miner" and "son of a travelling salesman".

Another ad depicts three modest buildings from a shed to a garage, with each image carrying text such as "Ikea started here" and "Google started here".

Project: Enjoy England
Client: Visit England
Brief: Encourage people to enjoy every trip in England as a holiday
Creative agency: CST
Writer: Rob Decleyn
Art director: Simon Micheli
Planner: Stephen King
Media agency: MediaCom
Production company: n/s
Director: Richard Cooke
Exposure: National TV, outdoor, print, digital


CST and COI are launching a TV campaign encouraging people to "enjoy every minute of England".

The campaign, promoting the tourist body Visit England, aims to show that no matter how much time you have spare, England has something to offer.

Using aerial photographs, the viewer sees a number of activities from going to the races and taking a city break, to visiting a water park, each with a label attached depicting how much time the activity takes.

An image of the England rose with the hands of a clock ends the spot as a voiceover explains: "However long you've got, there are thousands of great ways to enjoy England." The ad directs people to the website to seek inspiration.

Project: We love sweat
Client: Bruno Gruwez, UK marketing director, Gatorade
Brief: Celebrate the effort, hard work and passion that goes into every
drop of sweat
Creative agency: Abbott Mead Vickers BBDO
Writer: Steve Coll
Art director: Colin Jones
Planner: Tom White
Media agency: Mindshare
Media planner: Sarah Sutton
Production company: n/a
Director: n/a
Post-production: AMV Lab, Framestore CFC
Audio Post-production: Wave
Exposure: TV, press


"I don't do this for recognition. I don't do this for respect," the voiceover of the latest TV spot for Gatorade, by Abbott Mead Vickers BBDO, explains.

The ad, which takes a leap into the mind of a runner, is entirely made up of a black-and-white film of a man running, while his voiceover explains his motivations for being an athlete.

His monologue continues as he runs, saying: "I don't do this for reward. I do this for the quiet satisfaction that comes with sweat."

The ad aims to celebrate perspiration as something to be proud of - a sign of good, honest physical endeavour and achievement, a badge of honour - in a bid to promote the sports drink as the most efficient liquid replacement for athletes.

Project: NSPCC Young Witness Support Service
Client: Danielle Houliston, fundraiser, NSPCC
Brief: Encourage existing donors to upgrade their regular donations,
give a cash gift or to start donating again if they're a previous donor
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Ben Golik
Art director: Phil Wyatt
Planner: Chris Ridd
Media agency: n/a
Designer: Mary-Rose Agius
Production Julie Brown
Exposure: Direct mail to existing NSPCC donors


The NSPCC has produced a direct mail campaign aimed at increasing donations to the charity to fund its Young Witness Support Service, which aims to prepare children for court experiences.

The pack, created by Kitcatt Nohr Alexander Shaw, features imagery highlighting what a distressing experience giving evidence can be. The word "liar" replaces a child's name stitched in a jumper and the letters in an alphabet toy in a bid to highlight the accusations that can be levelled at children during cross-examination.

With around 500 children having to give evidence in court per week, the support service aims to give them the confidence to talk about the abuse they suffered without feeling intimidated by the courtroom environment.

Project: Demand more sparkle for your money
Client: Andrew Shelton, marketing director, Virgin Holidays
Brief: Promote summer/winter 2009 long-haul holidays
Creative agency: Elvis
Writer: Lindsey Debeer
Art director: Ben Barnes
Planner: Andy Nairn
Media agency: Manning Gottlieb OMD
Media planner: Debbie Godfrey
Designers: Manuel Duboe, Chris Clausen
Exposure: TV, radio, direct mail, e-mail, online advertising, press,


Virgin Holidays is encouraging consumers to "demand more sparkle for your money" in a new campaign by Elvis.

Promoting Virgin's V-Room at Gatwick, plus its Concierge Service and Check-In Chill Out option, the campaign aims to highlight that the travel operator gives its customers all the glitzy extras.

The highly stylised and Photoshopped executions feature holidaymakers in a variety of settings, from the airport lounge to a beach, where their surroundings emit a gleaming sparkle.

The campaign will run in Metro and on London Underground escalator panels.

Online advertising and a direct mail campaign comprising a 'Little Book of Sparkles' will support the print activity.

Project: Red Sky website
Client: Zoe Howe, brand manager, Red Sky
Brief: n/s
Creative agency: Abbott Mead Vickers BBDO
Writer: Paul Knott
Art director: Tim Vance
Planner: Nathan Guerra
Media agency: OMD
Media planner: Sarah McBeath
Production companies: Jigsaw (online), Itch (offline)
Director: Charlie Paul
Photographer: Charlie Paul
Exposure: International


In a bid to highlight its natural credentials, Walkers' new premium crisp brand Red Sky is launching a website that shows a natural garden in real time.

Created by Abbott Mead Vickers BBDO, the website,, enables users to explore the garden, the centrepiece of which is a pond, as well as learn about the range of crisps on offer.

The site is made by using a combination of live webcam and high-definition still images, which are taken daily of the real-life Red Sky garden.