The Work: New Campaigns - UK

ORANGE - ORANGE ROCKCORPS
CREDITS
Project: Orange RockCorps
Client: Spencer McHugh, brand marketing director, Orange
Brief: Celebrate the collective achievement of the Orange RockCorps
volunteers and show that together we can do more
Creative agency: Fallon
Writer: Joe De Souza
Art director: Sam Walker
Planner: Tamsin Northridge
Media agency: n/s
Production company: Blink
Director: Dougal Wilson
Editor: Joe Guest, Final Cut
Post-production: The Moving Picture Company
Exposure: National TV

THE LOWDOWN

Orange RockCorps, the music-led volunteer programme, is celebrating all of the work achieved by its volunteers through a national TV campaign created by Fallon.

The campaign, called "stand up and be counted", will run to coincide with the Orange RockCorps gigs held in Manchester and London in July and September, which have been arranged as a reward for all the hard-working volunteers.

Set against a gradually regenerating urban backdrop in order to highlight how the volunteers have helped transform their surroundings, the TV ad shows a diverse cast of 268 16- to 24-year-old volunteers, morphing into each other in an effect similar to a flick-book.

The campaign is supported via a partnership with Sony Ericsson and Channel 4, which will broadcast the volunteer work and the UK reward gigs on its T4 show.

B&Q - B&Q CHANNEL 4 HOMES SPONSORSHIP
CREDITS
Project: B&Q Channel 4 Homes sponsorship
Client: Lorraine White-Read, national ad manager, B&Q
Brief: Extend the refreshed B&Q sponsorship campaign of Channel 4 Homes,
focusing on the exclusive B&Q kitchen brand Cooke & Lewis
Creative agency: Addiction
Writers: Rob Webster, Paul Campion
Art directors: Chris Kelly, Tony Elsworth-Smith
Planner: Paul Collins
Media agency: ZenithOptimedia
Production company: Addiction
Director: Elliot Naftalin
Editor: James Gilmore
Post-production: Addiction, Smoke & Mirrors
Audio Post-production: Wise Buddha
Exposure: Channel 4, More4, E4

THE LOWDOWN

B&Q is using its sponsorship of Channel 4's property strand to promote its new exclusive Cooke & Lewis kitchen range.

All the work is created by Addiction. This time, four different idents have been created to feature before and after programmes such as Property Ladder, Grand Designs and Location, Location, Location.

In each execution, a customer is seen walking around a B&Q showroom admiring the new kitchen range.

As they find a piece that takes their fancy, the consumer is then transported back into their own kitchen, to see how the range would fit into their everyday lifestyle.

The idents finish with the strapline: "B&Q: what could you do?"

GATWICK AIRPORT - GATWICK SUMMER CAMPAIGN
CREDITS
Project: Gatwick summer campaign
Clients: Patricia Conway, Gatwick marketing, research, business insight
and airline business; Sandrine Desbarbieux, Gatwick Airport, marketing
development, BAA
Brief: Get people to think of Gatwick as a great place for shopping, not
just a great place to fly from
Creative agency: Naked Communications
Writer: David Feldman
Art director: Adam Fish
Planner: Will Collin
Media agency: Mindshare
Media planner: Mindshare
Photographers: Barnaby Wishire, David Sykes
Retouching: Jill Wooster
Exposure: Print, outdoor, online, escalator panels

THE LOWDOWN

Naked Communications has launched its first creative campaign for London Gatwick Airport since winning the business in May.

The work, which runs across outdoor, press, radio and online media, looks to encourage people to do their shopping at the airport, instead of buying everything they need on the high street beforehand.

The print executions feature a procession of aeroplanes modelling some of the latest products available at Gatwick this summer, accompanied by strapline such as: "Don't leave without a good buy."

Naked has also created a tropical-themed radio campaign that will run on local radio stations, such as Capital Radio, throughout July and August.

DORITOS - DORITOS ID3
CREDITS
Project: Doritos iD3
Clients: Pete Charles, marketing manager; Adam Warner, assistant brand
manager, Doritos
Brief: n/s
Creative agency: Initials
Creative director: Allan Guy
Digital production: Rehab Studios
Interactive producer: Tim Rodgers
Producers: Matt Cook, Toby Cook
Director: Lucas Howe
Exposure: Online

THE LOWDOWN

Doritos has launched a mystery flavour called iD3 as part of an on-pack promotion, which invites consumers to guess the flavour and have the chance to win £20,000.

The packs drive consumers to the website www.doritos.co.uk/id3 where they can take part in an interactive online adventure, in which they must uncover the truth behind a case of mistaken identity.

The game is split into three time-released episodes where players can choose their own adventure and update their "lives" using unique codes from promotional Doritos packs.

Prizes, courtesy of the mobile operator O2, are seeded throughout the game, including mobile phones, laptops and concert tickets for the O2 arena.

Players who successfully complete all three episodes are eligible to take part in a live version of the game, to win a cash prize of up to £50,000.

The promotion goes live on 21st July.

PHILIPS - SEXTALK
CREDITS
Project: Sextalk
Client: Hubert Grealish, programme leader, integrated marketing
communications for relationship care, Philips Consumer Lifestyle
Brief: Add a digital word-of-mouth element to the PR strategy
Creative agency: Glue London
Writer: James Leigh
Art director: Darren Giles
Planner: Beeker Northam
Media agency: n/a
Designers: Dan Griffiths, Victor Woode, Raphael Campos
Exposure: Online

THE LOWDOWN

Philips is monitoring every sexually orientated conversation that users are having on Twitter to help promote its new sensual massager.

Created by glue London, visitors to Philips' "sextalk" website, www.philips-sextalk.com, will be greeted with a typographical image of a couple engaged in a loving pose.

The image consists of hundreds of different words that people use when talking about sex in their Tweets.

When a user rolls over the word, it reveals the total number of times it has been Tweeted that day.

The site also contains the results of an in-depth survey, conducted by the PR agency OneVoice, which monitors European couples' attitudes towards sex.

MORE TH[S19]N - PERSONAL CLAIMS HANDLER
CREDITS
Project: Personal claims handler
Client: Peter Markey, marketing director, More Th>n
Brief: Show how More Th>n is doing more, by giving customers a
dedicated personal claims handler
Creative agency: Fallon
Writer: Chris Bovill
Art director: John Allison
Planner: Tim Millar
Media agency: Universal McCann
Media planner: Gerry Leech
Production company: Double G
Director: Grant Gilbert
Exposure: National TV

THE LOWDOWN

Insuring with More Th>n can help eliminate all the stress and frustrations of making a claim, Fallon is telling consumers in its new TV ad for the brand.

Continuing the smooth and relaxing audio and visuals that have featured in previous campaigns, the latest spot highlights the fact that, by using More Th>n, consumers will get a personal claims handler, which ensures they will only have one point of contact throughout the entire claiming process.

This, the ad says, will help to avoid all the stress that can occur with other insurance companies that bounce people around a number of different staff members.

RECKITT BENCKISER - RECKITT BENCKISER CORPORATE AWARENESS
CREDITS
Project: Reckitt Benckiser corporate awareness
Client: Andraea Dawson-Shepherd, global corporate affairs director,
Reckitt Benckiser
Brief: Increase corporate brand awareness in nine key markets using
digital and social media
Creative agency: Euro RSCG Riley
Writer: Phil Welch
Art directors: Martin Bui, Duncan James
Planner: Phillippa Johnson
Media agency: OMD UK
Media planner: Yin Chung
Exposure: Online

THE LOWDOWN

Reckitt Benckiser has launched the first corporate ad campaign in its 200-year history, in an attempt to raise awareness of the company among young people.

Created by Euro RSCG Riley, the digital campaign targets people between 22 and 32 years old, and will be the first time that the company has used the simpler "RB" logo in its advertising.

The campaign will run online for four weeks, with separate creative designed for use on social media sites such as Facebook and LinkedIn.

EDF ENERGY - TEAM GREEN BRITAIN
CREDITS
Project: Team green Britain
Client: Rob Merrington, head of brand comms, EDF Energy
Brief: n/s
Creative agency: Archibald Ingall Stretton
Writer: Nick Hay
Art directors: Mark Urey, Geoff Gower
Planner: Kristin Berg
Media agencies: Media Contacts, MPG
Production company: Th1ng
Exposure: Online

THE LOWDOWN

EDF Energy is continuing to raise awareness of its "Team green Britain" campaign, through a new digital campaign by Archibald Ingall Stretton.

Carrying the message "Together we can make Britain greener", the new work shows the creation of a specially commissioned green Union Jack flag, which has been sewn together by the seamstress Holly Klein.

An online film, which will be streamed on a number of the UK's major web portals, shows the flag being formed using recycled green fabrics, and drives viewers to EDF's "Team green Britain" website, www.edfenergy.com.

The website encourages Brits to "do something green", highlighting the severity of climate change.

LEXUS - LEXUS IS 250C CAMPAIGN
CREDITS
Project: Lexus IS 250C campaign
Client: Julian Lea, national marketing manager, Lexus
Brief: Direct marketing campaign to Lexus customers, like-minded
competitor owners and existing convertible owners looking to replace
their current model
Creative agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Jamie Tierney
Planner: Richard Madden
Media agency: n/a
Designer: Kaara Shepard
Exposure: Direct mail to 10,500 recipients, e-mail to 6,137 recipients

THE LOWDOWN

Consumers are being offered the chance to take the new Lexus IS 250C convertible for a "virtual 21-second test-drive", through a direct marketing campaign created by Kitcatt Nohr Alexander Shaw.

The mailpack, which is supported by e-mail marketing and a microsite, highlights the fact that it takes just 21 seconds to raise or retract the roof on the new car, the fastest of any convertible of its kind.

This is displayed through a "flip-book" technique, where consumers pull a tab to help flip through the pages in the brochure.

The campaign carries the strapline "How convertible are you?" and encourages those interested to contact their nearest Lexus dealer for a full test-drive.

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