The Work: New Campaigns - UK

HEINZ SALAD CREAM - HEINZ SALAD CREAM
CREDITS
Project: Heinz Salad Cream
Clients: Adrian Mooney, marketing director, sauces; Lynsey Hurst, senior
brand manager, ambient dressings, Heinz
Brief: Reawaken people's love for Heinz Salad Cream, giving tips on how
it can be used on hot and cold food
Creative agency: Abbott Mead Vickers BBDO
Writer: Markham Smith
Art director: Richard Dennison
Planners: Jacquie Chick, James Needham
Media agency: Vizeum
Media planners: Rachael Florence, Paul Hutchinson, Ben Maclaren
Production company: Partizan
Director: Toby MacDonald
Post-production: The Mill
Audio post-production: Grand Central
Exposure: National TV

THE LOWDOWN

Heinz Salad Cream is being pitched as the magic ingredient that will bring bland food to life in a new TV ad created by Abbott Mead Vickers BBDO.

The 30-second spot opens on a grandmother who is preparing lunch for her grandchildren. After looking at the lacklustre spread of food before her, she decides to spruce up the offering using her trusty salad cream.

Instantly a plate of sodden looking fish fingers are revived with a side salad and garnish of salad cream, while a plate of jacket potatoes is transformed into a salad cream and chive feast.

As the brood tuck into their food, the grandfather snoozes on the couch, prompting the grandmother to grab the Heinz Salad Cream in the fond hope it will have a similarly reinvigorating effect on her partner.

MARSTON'S PEDIGREE - ASHES CAMPAIGN
CREDITS
Project: Marston's Pedigree - Ashes campaign
Client: Des Gallagher, marketing manager, Marston's
Brief: Marston's Pedigree sponsorship of England during the Ashes
Creative agency: Delaney Lund Knox Warren
Writer: David Adamson
Art director: Richard Prentice
Planners: Pat McCaren, Dan Shute, Stuart Lundy
Media agency: n/s
Media planner: n/s
Exposure: 96-sheets, press, programmes, in-ground media

THE LOWDOWN

The English brewer Marston's is highlighting its sponsorship of the Ashes with a new print campaign that draws on traditional pub imagery.

To highlight the brewer's heritage, the print and outdoor executions use old pub tiling and engraved mirrors to humorously point out the superior "pedigree" of the English over their Australian rivals.

One execution, engraved on a pub mirror, reads: "We have beer in our blood. Australians have lemon juice in their hair." While another says: "England has history. Australia has previous."

GORDON'S GIN - FAVOURITE THINGS
CREDITS
Project: Favourite things
Client: Charlotte Cottrell, Gordon's Gin brand manager, Diageo
Brief: Portray Gordon's as the definitive British gin
Creative agency: Agency Republic
Writers: Jay Geraldi, Jim Stump
Art director: Phil Wilce
Planner: Sarah Morning
Media agency: Carat
Media planner: Julian Leeper
Production company: n/s
Director: Jay Geraldi
Exposure: National TV, transvision

THE LOWDOWN

Following on from its digital campaign featuring Gordon Ramsay, Agency Republic has created a cinema and TV ad also starring the celebrity chef, to promote Gordon's Gin and tonic.

The 30-second spot sees Ramsay, dressed in his chef's whites, being showered with the drink's ingredients; ice cubes, then gin and tonic and finally lime wedges.

The foul-mouthed Ramsay opens his mouth as the drink pours down before his infamous catchphrase "done" appears behind him.

The spot closes with the brand's sign-off: "Gordon's, the G in G&T."

THE BILL - A VIEW FROM THE FRONTLINE, NOW AT 9PM
CREDITS
Project: The Bill - A view from the frontline, now at 9pm
Client: Rebekah Lord, head of marketing, drama, soaps and factual, ITV
Brief: Use the shift in time slot, from 8pm to 9pm, and the show's new
sense of scale and magnitude, to challenge viewers' perceptions of The
Bill
Creative agency: ITV Creative
Writer: Chaka Sobhani
Art directors: Adam Zoltowski, Patrick Lyndon-Stanford, Skyhook
Media agency: n/s
Production company: ITV Creative
Director: Chaka Sobhani
Post-production: The Moving Picture Company
Audio post-production: Arge, Envy
Exposure: TV

THE LOWDOWN

ITV Creative has produced a new on-air promotion in a bid to rebrand the established drama series The Bill as it moves to a new weekly spot of 9pm on Thursdays.

The Percy Faith Orchestra provides a melodic soundtrack as a series of frozen snapshots from the show transform into slow-motion action sequences.

A number of familiar faces feature in the ad, which aims to position the long-running show as a post-watershed, hard-hitting drama.

The campaign will be supported by outdoor, press and radio work created by Bartle Bogle Hegarty.

CANCER RESEARCH UK - CANCER RESEARCH UK BRAND CAMPAIGN
CREDITS
Project: Cancer Research UK brand campaign
Client: Carolan Davidge, director of brand and PR, Cancer Research UK
Brief: Raise awareness that thousands of people are surviving cancer
thanks to Cancer Research UK
Creative agency: Abbott Mead Vickers BBDO
Writer/art director: Dave Buchanan
Planners: Craig Mawdsley, Andrew Phillips
Media agency: MediaCom
Media planner: Edward Pizey
Production company: Bare Films
Director: Joanna Bailey
Editor: Adam Marshall, The White House
Exposure: TV, online, radio, posters, in-store, PR

THE LOWDOWN

People who have lived with cancer describe the emotional turmoil of being diagnosed with the disease in a new TV spot for Cancer Research UK.

In the ad, created by Abbott Mead Vickers BBDO, they recall the anguish of having to break the news to friends and family, before explaining how the charity has helped many people beat cancer.

The spot ends with the cautionary note that "as yet, it isn't a fight we always win", in a bid to encourage viewers to donate to Cancer Research UK.

ZURICH CONNECT - ZURICH CONNECT
CREDITS
Project: Zurich Connect
Client: Peter Corfield, European chief marketing officer, Zurich Connect
Brief: Launch new Zurich Connect on to the UK market - the first direct
insurance offering from Zurich
Creative agency: Publicis Dialog
Writer: Ian Sweeney
Art director: Mark Buckingham
Planner: Andrew Smith
Media agency: Zed Media
Media planner: Jody Aird
Production company: Not to Scale
Director: Chris Ketchell
Exposure: TV, press, radio

THE LOWDOWN

Publicis Dialog has created a new TV campaign for Zurich Connect featuring two animated figures that bring to life the brand's promises of price and quality.

The characters, voiced by the Mutual Friends stars Alexander Armstrong and Marc Warren, act as brand spokesmen for Zurich Connect, Zurich's new direct insurance offer. One represents the quality of the product, while the other stands for its good value.

The endline says: "A little price, a lot of cover."

WWF - RUAHA RIVER JUST ADD WATER APPEAL
CREDITS
Project: Ruaha River Just Add Water appeal
Client: Linda Moses, campaign manager, WWF UK
Brief: Fundraising campaign to raise money to help restore the
year-round flow of the Ruaha River
Creative agency: Kitcatt Nohr Alexander Shaw
Writers: Paul Kitcatt, Simon Martin
Art director: Philip Keevill
Planner: Caroline Gibbs
Designer: Brad Saunders
Exposure: Direct mail to WWF supporters, adopters and existing regular
gift givers

THE LOWDOWN

Kitcatt Nohr Alexander Shaw has created a DM campaign to encourage people to increase their support of WWF and get more directly involved.

The Just Add Water appeal aims to raise money for the preservation of the Ruaha River in Tanzania so that inhabiting wildlife and local communities stand a better chance of survival.

WWF supporters are being urged to donate a one-off sum to raise money for the conservation of the river's water supply.

STRONGBOW - BOWTIME: LAST PUSH
CREDITS
Project: Bowtime: last push
Client: Fiona Seath, Strongbow brand manager, Scottish & Newcastle UK
Brief: Give Strongbow a role in its drinkers' lives by positioning it as
the reward for hard graft
Creative agency: St Luke's
Writers/art directors: Enrique Reija, Borja Alvarez, Julian Vizard
Media agency: MediaVest
Media planner: Stuart Whitehead
Photographer: Louisa Parry
Retouching: Matthew Burlem
Exposure: Posters, radio

THE LOWDOWN

Strongbow has launched an outdoor campaign supporting its "bowtime" TV ads that celebrate the brand's hardworking drinkers.

Positioned on large poster sites attached to scaffolding rigs, the ad carries the text "Behind here, men earn their bowtime", in a bid to position the cider as the ideal refreshment for the UK's blue-collar workforce.

Created by St Luke's, the outdoor campaign will be backed by four radio ads.

ORION - WEIDENFELD & NICOLSON 60TH ANNIVERSARY
CREDITS
Project: Weidenfeld & Nicolson 60th anniversary
Client: Lucie Stericker, group creative director, Orion Publishing Group
Brief: Create a covetable, tactile collection
Creative agency: Fallon
Director of creative output: Lisa Green
Senior designer: Monica Pirovano
Exposure: Print

THE LOWDOWN

Fallon has ventured into the publishing world with its latest project, redesigning the covers of a number of the Orion Publishing Group's classics.

The set of nine of its most high-profile fiction titles were released to celebrate the 60th anniversary of Weidenfeld & Nicolson, an Orion imprint.

Fallon designed each book cover with a "window" on the front revealing a portion of specially sourced endpaper.

The shape of the window and the type of endpaper used reflects each novel's theme. Vladimir Nabokov's Lolita, for example, carries a cherry-shaped window.

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